Thursday, November 24, 2011

Tata's Nano

Last evening, I went to Brickfields to attend the MIA Toastmasters meeting. Although there were just seven of us, it was still a good meeting because speeches and evaluations were superbly satisfying. I particularly enjoyed the Table Topics because the topics chosen (speakers have to pick a color and speak on it) were simple yet they still challenge the speakers. And given that the two pillars of the club, Marcus Chee and Johnny Yong were present, you can bet that the meeting was complaisantly congenial. This meeting earned a 5 out of a 10 score. Oh yes, again, I had to assume the role of General Evaluator because the invited Toastmaster failed to make his appearance.

In 2009, India, amid great fanfare, presented the world’s cheapest motor car, the Nano – costing just 100,000 rupees ($1,979; £1,366). Tata owner Ratan Tata had described it as a "milestone" at the time.

But sales were slow and sluggish. Last December it was reported that sales of the Nano had plunged by 85% compared with a year earlier – refer to webpage, published November 21, 2011. Analysts pointed out that a series of fires in the Nano may have contributed. Tata offered free safety upgrades for the model.

More importantly, they are giving the Nano a makeover.

The 2012 Nano will be available in more colors and have more fancy interiors, as part of an effort to rejuvenate its appeal. The manufacturers also say the car will be more fuel-efficient. The engine will be increased by three horsepower to 38 and the company says the inside of the car will be quieter.

The modifications were made after feedback from Nano owners, Tata Motors' India operations director, PM Talang, is quoted by AFP news agency as saying. Tata is hoping the new model will help to increase sales. The price of the car will remain the same.

Tata Motors which manufactures British luxury cars Jaguar and Land Rover have only now found out that a cheap product does not necessarily equate to consumer acceptance and, therefore, translate to consumer demand.

The Nano was to be the answer to India's aspirational middle class but I think they got their positioning wrong! The middle class won’t be interested in India’s cheapest car. Would middle class Malaysians aspire to own a Viva? I don’t think so!

Well, maybe those who have everything and still have cash to spare may desire the “special edition”! According to BBC News on September 20, 2011, Tata put on display in Mumbai a “bling” version of the Nano model. Thirty craftsmen were involved in its creation, using 80kg of gold, 15kg of silver and countless gemstones. Now wouldn’t you aspire this car? I would.

1 comment:

Happy walker said...

nice blog..walking here with a smile. take care.. have a nice day ~ =D

Regards, (A Growing Teenager Diary) ..