Back when the Tata Nano was launched, we all had thought that the compact car will displace the Suzuki Alto from the top of car sales chart. However, the small wonder from Tata Motors could not really attain the success it had hoped for and the car appears to have fell short of expectations of both the manufacturer and the public.
It is said that the idea of an inexpensive & affordable car for middle level income group first came to Tata Group chairman Ratan Tata. Now, the news is that Mr. Tata has admitted that there have been a few mistakes in the marketing and distribution of the Nano. As per a report in The Economic Times, a Tata Motors official has told that they are in the final stages of formulating a strategy to give a much required push to the sales.
R Ramakrishna, vice-president, Tata Motors said that initiatives to reach out to various sections of target customers have began to yield results. They are also trying to do away with people’s perception that the Nano is a poor man’s car. He said “Quite a lot of marketing activity is in place now – reaching out to the target segments, network strategy, handling the customers at the dealerships, tie-ups with various financiers. Every single element is falling in place now.“
Sometime back , we had reported that the manufacturer is in a process to set up exclusive showrooms to sell Nano in Tier-III and Tier-IV cities. Apart from the existing showrooms, the company has already come up with 105 exclusive Nano showrooms and 250 special kiosks. As per Mr. Ramakrishna, the Nano is targeted at more than one segments and they are trying to woo buyers of different age groups. “Sales have improved,” he said, without revealing numbers, we are reasonably happy with what we are doing and we want to do more. The objective is to utilise the full capacity (at the Sanand plant). We are progressing to expectations.“