Tata Motors Readies the Nano for Huge Market DemandBy Cuong Huynh • Jun 14th, 2009 • Category: Clean Car Talk Daily Snapshots
Tata Motors unveils Nano’s marketing strategy to use conventional media in unconventional ways. Collectively the Nano marketing campaign will have grassroots in nature, and will employ no- to low-cost methods.
Among the marketing campaigns are the traditional Tata Nano news and promotions in newspapers and radio spots. In addition, more non-traditional ways such ticker messages across bottom of TV screens, online Nano games, chatrooms, and online advertisements like pop-up banners, etc. Tata also plans to take an active presence in the blogosphere by joining conversations in popular social networking sites such as Facebook, Orkut and others.
Tata anticipates strong demand when the Nano comes on the market and has ramped up production capacity at its plant at Sanand in Gujarat, which is dedicated to produce the Nano at the rate of 350,000 cars per year beginning in 2010.
Customers who wants to purchase the tiny car can go through an application form and booking process. Customers can pay for the car themselves or choose from several financing options already set up by Tata in partnership with 15 preferred banks and financiers. This orderly process is necessary for the first 100,000 cars in the initial delivery and will be based on a computerized random selection. Prices for the Nano will be guaranteed for this wave with deliveries starting in July 2009. The Nano is priced at between US$ 2,000 to US$ 2,500.
Here are some information on the Tata Nano car, courtesy of tatamotors.com.
THE THREE VARIANTS
The Tata Nano offers an incredibly spacious passenger compartment which can comfortably seat four adults. With a length of just 3.1 metres, width of 1.5 metres and height of 1.6 metres, the Tata Nano has the smallest exterior footprint for a car in India but is 21% more spacious than the smallest car available today. A high seating position makes ingress and egress easy. Its small size coupled with a turning radius of just 4 metres, makes it extremely manoeuvrable in the smallest of parking slots.
The three trim levels and their key features available at launch are:
Tata Nano Standard (BSII* and BSIII*): The standard version, in three colour options, single-tone seats, and fold-down rear seat;
Tata Nano CX (BSII* and BSIII*): In five colour options, with heating and air-conditioning (HVAC), two-tone seats, parcel shelf, booster-assisted brakes, fold-down rear seat with nap rest;
Tata Nano LX: (BSIII*) With the features of CX plus complete fabric seats, central locking, front power windows, body coloured exteriors in three premium colours, fog lamps, electronic trip meter, cup holder in front console, mobile charger point, and rear spoiler. Many of these features are not available on current entry-level small cars in the country.
PERFORMANCE & SPECIFICATIONS
Performance The 2-cylinder engine – delivering 35 PS @ 5250 rpm and a torque of 48 Nm @ 3000 rpm – enables the car to have a top speed of 105 kmph and negotiate inclines with a gradeability of 30%.
Fuel efficiency: 23.6 km/litre, certified by the Automotive Research Association of India (ARAI) under mandated test conditions, which is the highest for any petrol car in India.
Emission: The high fuel efficiency, coupled with a low kerb weight of 600 kg, ensures that the Tata Nano – at 101 gm / km - has the lowest CO2 emission amongst cars in India. The Tata Nano is BS-III* compliant and is BS-IV* ready. It is also available in BS-II* norms.
Safety: The Tata Nano’s safety performance exceeds current regulatory requirements – it passes the roll-over test and offset impact, which are not regulated in India. It has an all sheet-metal body, reinforced passenger compartment, crumple zones, intrusion-resistant doors, besides mandatory seat belts and complies fully with existing Indian safety standards. Tubeless tyres – among which the rear ones are wider endowing extra stability – enhance safety.
Warranty: 18 months or 24,000 km, whichever is earlier.
*BS II, BS III and BS IV are the India mandatory norms for Nitrogen Oxides, Hydrocarbons, Carbon Monoxide and particulates. These norms are substantially aligned with the European norms Euro II, Euro III and Euro IV; the main difference is that the peak speed in the extra urban driving cycle is 90 km/h in India and 120 km/h in Europe.
Cuong Huynh is a marketing communications consultant working in the San Diego area. Cuong is dedicated to helping individuals and companies maximize their presence on the Internet and efficiently take products and services to market through SEO and network marketing. Cuong also maintains a blog on Marketing at marketingautopsyblog.com. You can also find Cuong Huynh's profile on LinkedIn. For fun he maintains a blog on Vietnamese pho, soccer and do storyboards for movie and film projects. Follow Cuong on Twitter @CuongHuynh, @LovingPho, @CleanCarTalk, @BlockbusterFilm, @SoccerUSA.
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