TATA's Nano Car, as a product failed at multiple frontiers, marketing being the biggest one.
I totally fail to understand what TG did TATA had in mind for their NANO car. Nano was marketed as ‘CHEAP’ / ‘Affordable’ car - So, I assume it was for the targeted towards the lower-middle class or towards the college-going-students - BUT if that is actually the case, I would say that TATAs did not actually understand their Nano’s TG at-all. Reasons, why I say that are following:
Pricing of the NANO was way-too-expensive for the lower middle class.
Wouldn’t a college going student buy a fancy motorcycle for much less than 1Lac, instead of buying a 1.5Lac Nano?
The Upper middle class & the middle class DO NOT SEE CARS as a UTILITY - not that they do not plan to use it - but they buy cars so that thy can SHOW IT OFF. Obviously, no one would SHOW-OFF anything that’s tagged as CHEAP.
Nano was built for short-distance travels - While in India, the MIDDLE-class mostly uses cars for long-distance travels - like going for holiday to a nearby city or going to their relatives in the other end of the town. People prefer using rickshaw or auto or buses for shorter-distance-travels.
Nano was marketed as ‘CHEAP’ car - but give me a break - How is 1.5Lacs cheap - Anyone can get a good-going used car for that price.
Other issues that Nano had was that - (1) it can not accommodate a normal-sized MIDDLE class family (2) it had low suspension - which is BAD for elderly people.
Pricing of the NANO was way-too-expensive for the lower middle class.
Wouldn’t a college going student buy a fancy motorcycle for much less than 1Lac, instead of buying a 1.5Lac Nano?
The Upper middle class & the middle class DO NOT SEE CARS as a UTILITY - not that they do not plan to use it - but they buy cars so that thy can SHOW IT OFF. Obviously, no one would SHOW-OFF anything that’s tagged as CHEAP.
Nano was built for short-distance travels - While in India, the MIDDLE-class mostly uses cars for long-distance travels - like going for holiday to a nearby city or going to their relatives in the other end of the town. People prefer using rickshaw or auto or buses for shorter-distance-travels.
Nano was marketed as ‘CHEAP’ car - but give me a break - How is 1.5Lacs cheap - Anyone can get a good-going used car for that price.
Other issues that Nano had was that - (1) it can not accommodate a normal-sized MIDDLE class family (2) it had low suspension - which is BAD for elderly people.
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