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Ratan Tata Admits Marketing Nano As The Cheapest Car Was A Mistake
After around five years since the launch of Tata Nano Ratan Tata, the man behind the ambitious ‘World Cheapest Car' project, has admitted that marketing the car as the cheapest was indeed a mistake.
"It became termed as a cheapest car by the public and, I am sorry to say, by ourselves, not by me, but the company when it was marketing it. I think that is unfortunate," Mr Tata said.
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After the initial hype went down Tata Nano never managed to take off as intended and the company's manufacturing facility in Gujarat now stands vastly underused, with a large stockpile of unsold cars.
All is not lost though as the company, under the new leadership of Cyrus Mistry has started the process of reviving the Nano. Key to its revival is to reinvent the Nano as a modern ultra compact city car and sell it in foreign countries and in the process, give it an image makeover.
Also Read: Tata Nano Automatic Headed To Indonesia?
"Maybe it (Nano) gets launched in another country like Indonesia, where it doesn't have the stigma and the new image comes back to India. Or maybe as a changed product that gets marketed in Europe. There's a lot of interest in Nano outside India," Tata said in an interview on CNBC's Managing Asia.
In fact, the Nano has already been spotted in Indonesia several times and its also been reported that an automatic variant of the Nano is being planned for the Southeast Asian country. The same could be true for an intended European launch.
He further said: "I always felt that Nano should have been marketed towards the owner of a two-wheeler because it was conceived giving the people who rode on two-wheels with the whole family an all-weather safe form of affordable transportation, not the cheapest."
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