Shaking off its 'cheap' image

So what was the USP of Tata Nano? Well, it was to be the cheapest car in the world. When it was launched, it was indeed the cheapest but today, it is trying its level best to shake off its USP, of being the cheapest.

Tata Motors has launched a new variant - the Nano Twist and it comes at a price tag of Rs 2.36 lakh (ex-showroom Delhi). The new Nano Twist comes with an Electric Power Assisted Steering (EPAS) system, designed for easy maneuvering in tight driving and parking situations. The EPAS system comprises of a steering column-mounted brushless motor and an ECU (Electronic Control Unit), which helps the driver steer the Nano Twist. It also has features like remote keyless entry, twin glove boxes, and a four-speaker music system with Bluetooth, USB and auxiliary connectivity.

The quintessential Indian question – kitna deti hai? A fuel efficiency of 25.4 kmpl, as certified by the Automotive Research Association of India. Now that’s great!

The Tata Nano, when it was launched was pegged as a car for the middle class, lower middle class family. Basically, a low cost car. But that backfired as people who wanted to buy a second car, the affluent upper middle class, refrained from doing so because they felt it was “cheap” and would hurt their status. Thus Nano suffered. Today, Tata is redoing the image as a fun car and targeting the better off middle class.  So why does status matter so much? We are a poor country so why have advertisements got be about a very rich India, basically depicting less than 10% of the population. The houses shown in ads, the clothes and overall ads, all depict a very well to do, rich India. On the other hand, when it has to be about social messages, it always shows the poor. Yes, aspirations is what drives demand but putting up a false picture which does not really exist… yeh baat kuch hazam nahi hue….