After investing more than $1 billion in its Nano project, Tata Motors is yet to achieve a significant milestone with the car. At the time of Nano's launch in 2009, the auto maker had predicated an annual sale of 250,000 units. However, four years down the line, total sales have just managed to touch 242,431 units. A great difference indeed between the real outcome and expectations. Furthermore, at the time of launch, this hatchback grabbed worldwide attention of being world's cheapest car and the auto company too accepted it gleefully. But now, it must be thinking on lines that the cheapest car is not the best car always. The grounds are pretty clear and stakes are high too. It is the right time for Tata Motors to take exhaustive steps to ensure that this compact car stays firm on the ground of sales. There has to be a transition, with bad traits getting out and good coming in.
As it seems, the clear message has been read by the auto maker that strives with great puff to bring about a change in the methodology adopted so far. It is now ready to change Nano to make up for lost grounds in the competition race. The first change to go will be Nano Twist, which is expected to be launched in the Indian auto market during the third week of January 2014. Expressing his views on this development, the company's spokesperson said, “We are on the fast journey in making the transformation, making sure all the fundamentals are in place, in trying to create aspiration around the brand, but a slow journey in making sure we don't mess (up) on the fundamentals. We should see a tipping point in the next six months' time.”
From here on, the company's goal should be to make Nano a vehicle that inspires. Experts are of a view that major uplifts would be required during the course of the intended journey. Notably, the subtle approach-change can be seen from predictions for 2014. Tata Motors has made a realistic forecast of crossing a sales mark of 10,000 units per month during the course of next 12-18 months. Currently, sales are moderately placed at an monthly average of 1,111 units. The forecasted units are based on the fact that the auto company plans to chip in refined versions of Nano and is also going to adopt an aggressive marketing from here on. Also, the new price range is going to change. Tata Motors is expected to get new Nano in a price range between Rs. 1.75 lakh and Rs. 3.25 lakh, which sounds fairly logical.
Over a year or so, Tata Nano has evolved rapidly, but still there is a long way to go. The price of this compact passenger car has certainly gone up, but new features have been added too. Some of these features are twin glove boxes, keyless entry, dashboard-integrated music system with Bluetooth connectivity, a bigger steering wheel and remote central locking. In 2014, Twist is going to be launched with an electronic power steering, improved NVH (Noise, Vibration and Harshness) levels and better interiors.
A diesel version of Nano is also in the pipeline that will boast of a 800 cc engine. Additionally, there is a news that Nano Plus is on its way. Notably, Nano Plus will be a significant model for Tata Motors in the Indian market. It is likely to get bucket seats, improved air conditioner, disc brakes, LED headlamps, fog lamps, new bonnet, rework instrumental cluster and a small trunk. Speculations are also rife that the company is working on an automatic transmission for Nano; however nothing is confirmed as of now.
