Nano’s poor show due to wrong positioning,says Tata

Ratan Tata admitted that the group made some critical mistakes while launching the Nano

Written by ENS Economic Bureau | New Delhi | Published:January 6, 2012 1:44 am

Ratan Tata today admitted that the group made some critical mistakes while launching the Nano. “We were not ready with a proper advertisement campaign and dealer network until the first 100,000 cars were sold. The basic concept is still robust and we are going to push it as an affordable family car,” he said.

He said Nano got wrongly positioned as a poor man’s car. That was not the intention. It is very much an affordable family car. Tata urged the media to reserve its judgment on the car as it cannot be termed a flop yet. Nano variants will be launched in Europe and the US.

“I don’t see any competition to Nano on pricing still,” he asserted. “I think there will be a resurrection of the product as we improve,” Tata added.

While Tata has received praise for turning around Jaguar-Land Rover,the Nano’s debacle is seen as his only major failure. Ratan Tata seems determined to prove the essential robustness of the concept of Nano.

Elaborating on this,Tata Motors vice-chairman and former MD Ravi Kant said: “There is still a strong emotional bonding that customers have with the Nano. This universe is expanding.”

Tata and his top team emphasised that Tata Motors should now be seen as a global entity,not merely as Tata Motors India or Tata Motors UK.

He said in the next 2-3 years,there would be substantial integration of JLR technologies and platforms into Tata Motors India products.

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