The Tata Nano certainly needs a touchy-feely advertisement to bring it back into our minds. The tagline “Key to your happiness” is apt for the Nano which is facing a tough time in our market. Its features and Indian family-oriented design is reflected well in this ad which opens with a girl asking her grandmother when the Nano will arrive home.
The storyline then shifts to the Nano’s journey to the Indian home. It’s acceleration and space are highlighted as two-wheeler commuters are surprised by its pickup. It also proves its ability to tackle bad roads and no roads as it draws the interest of people on the road like it does in real life.
Once the Nano arrives home, it brings along joy. The girl hugs the car, the family gets ready to welcome it with the usual traditions. The girl notices everyone in the neighborhood admiring the car, and to save it from evil and prying eyes, she applies some of her eyeliner on the car.
The Ad’s message is people commuting on three-wheelers and two-wheelers can shift into a Nano with its 4 year warranty and affordable attributes.
Very nice. Very well done Tata Motors!
Tata ads always have a comic flavor. The Nano then is the first time Tata lent a touchy-feely tone and rightly so.
The recent massive drop in sales of the Nano has sent TATA officials running from pillar to post to save the project; after all 1500-1700 crore are at stake. The sales of the Nano dropped to 509 in the month of November as compared to 3,065 units sold in the previous month – that’s a six fold decline in one month. And it gets worse when you compare it to the June numbers which were 9000+ units.
What is the Company doing?
• The company is making financing options much easier by working with nationalized banks and cooperative banks.
• It has also begun an exchange scheme wherein you can exchange your two-wheeler and get a discount on your Nano.
• The company is aggressively targeting rural areas by setting up information kiosks to drive the sales up.
• Currently Nano is being offered in only in 12 states of the country, so adding more states is certainly on the list.
What are the major challenges?
• The perception that Nano is still sold through a lottery process is hurting the company bad as people think that they have to wait for more than 6-7 months to get their car delivered.
• The rising costs are no relief for the company as the price of the car has shot up by more than 20% since it was launched. It’s not a ‘One Lakh Rupees Car’ anymore.
• The ‘Nano catching Fire’ fiasco has burnt more holes in the sales figures than actual cars.
Entry posted on July 5, 2010 by
Naveen;
Read More on Tata Nano
Tata Motors is looking to triple the production of the Tata Nano by March 2011. Tata’s Sanand facility which is fully operational right now has an annual capacity of 2,50,000 Tata Nanos. This capacity would be achieved in phases and currently the plant is producing 10,000 Nanos a month. Tata is looking to triple this number to meet high demands.
A Tata Nano vendor to PTI -
At present, vendors are supplying components for an average of about 10,000 units of Nano a month. They have been told to scale it up by three times by March 2011.
Tata Nano is in huge demand and with Tata already having and order backlog of near one lakh Nanos, it is only wise for Tata Motors to ramp up Nano’s production to clear delivery backlogs and start delivering the car to new customers at showrooms without a long waiting period.
Tata is also looking to export the Tata Nano to Nepal and sources say there is heavy demand for the Nano in Nepal even without the car being officially launched there. This could also have led to Tata planning to ramp up production.
Tata Nano is also manufactured at Tata’s Pantnagar plant and this plant is producing 50,000 units annually. Tata Motors would be looking to have a combined output of 3,60,000 units from Sanand and Pantnagar facilities by 2011-12.
Entry posted on March 23, 2009 by
Dave;
Read More on Tata, Tata Nano
Our insider at the Tata Nano launch in Mumbai, IAB Managing Editor Shrawan Raja a.k.a. Jaz tells us that the level of security arrangments made in Mumbai, preceeding the Tata Nano launch makes him stand in awe.
Since Tata expects over a 1000 guests and about 100 international media companies (including IndianAutosBlog.com), the security better be foolproof and tight.
This is a part of IAB’s special stream of Tata Nano launch updates. More updates coming right up.
