The sensation created by Tata’s Nano as the world’s cheapest car @Rs1 lakh is no more in the offing. Gone are the days when people were seen longing to own this car though it was the dream of Ratan Tata the Chairman of Tata Group, to provide a car for the middle class family. Given the rush details for analysis, the company is looking for reviving the sensation by way of more advertising and promotion campaigns. The company sees the launch of the second plant for Nano at Sanand as the next step. This plant will have the annual capacity of 2.5 lakh units to ease the delivery of cars. The bookings for Nano [images] is under suspension till last year and there is a move to clear the 1 lakh bookings by this December. Till date the company has delivered 35000 units built from its Pune plant.
The change is price is not ruled out though first lot bookings will be delivered at the assured price of Rs1 lakh. Fresh lease of life for this sensational car would be derived after the pending booking are cleared. As the Sanand plant is expected to ease the delivery there would not be demand for this car, it is expected. Nano’s production faced a hiccup when the proposed plant at Nandigram in West Bengal immersed into controversy. According to an official of Tata the company does not want to create lot of expectations among the customers but to create delight. The production at Sanand plant for Nano will pave way for smooth business it is hoped by the dealers of Nano. The dealers expect Tata to keep the lot ready for anytime delivery instead of booking and taking lottery system. From now on Nano would be targeted towards people promoting from motorcycle when the car readily reaches the mass. The middle class segment need not be disappointed on the factors of long wait and lottery system.
However, the brand experts see a tough phase ahead for Nano to retain the fever of Nano’s initial stage. The main reason cited is the long delay in delivery as the MD of Madison World advertising claims, the customers are always wary of delay in getting the product of their desire. In the meanwhile Maruti Suzuki, country’s largest car maker, is on the trail of assessing the situation. However, the enquiry by an independent team on the manufacturing defects, wrote off Nano free from any such lapses, including fire break out. Nano fetched the gold award at the 2010 Edison Awards, America’s most prestigious feat for new products. Amidst all these factors, the company foresees an increased fervor for Nano, which is considered as a traffic stopper.It sees that the setting of organized delivery of Nano may hit the sale of its own products.