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Tata Motors Nano's small car is nearing the end of its journey with a single unit produced in June 2018, although the company has maintained that no decision has yet been made to halt its production. The entry-level car was an idea from Ratan Tata who was considering offering a safer and more affordable alternative to families traveling on two wheels. Tata Nano was a topic of global interest before its launch and intrigued people, but the company only sold three units last month in the domestic market. This clearly shows that the mbades, for whom the Nano was made, are no longer interested in it.
A little more than a decade after its debut at Expo 2008, Tata 's car for people disappears into oblivion with just a Nano unit under construction in June 2018. While Tata Motors is still standing next to the Nano, the decision to continue producing the Nano is still left unresolved. The fact that Tata sold only three Nano cars in June 2018, up from 167 in the same month of last year, bears witness to Nano's terminal condition. The story continues on international markets where the demand for Nano has shrunk so much that not even one unit of the Nano has been exported this year. Tata Motors responded to PTI stating that they were fully aware of the inevitable disappearance of Nano by 2019 unless supported by new investments. That said, there was no clear decision in this regard. The spokesperson also insisted that Tata would continue, in the meantime, to respond to "key markets", although no key market has been specified.
Even with the added premium and renewed momentum, GenX Nano still has not impressed a Nano [Ndlr:19659005] aspiration market, which simply could not stand the hype that the company has. before it was launched, was plagued by initial quality issues and improper marketing strategies that eventually led to the current Nano layout. The biggest problem was the tag 'Cheap Car'. that he was known. The strategy has failed miserably to change or correct this perception of consumers, setting the benchmark for how not to market a car in an ambitious and young market like India. No matter what was left of the public interest, it ignited as a result of the spread of Nano fire. The Nano was and is a safer car than some other small sedans, but its design created the general misconception that it was not safe and once again the marketing department could do little to correct this perception.
However, things could have been different for the Tata Nano in our opinion. The Tata Nano had the makings of a smart city, easy to park, economical and clean to drive. In our opinion, Tata should have reduced its losses early and should have revived the Gen-X Nano with a completely revised engine and a new brand image. This should have been complemented by a premium brand targeted at city-dwellers looking for a second car rather than targeting the two-wheelers user.
The Nano is therefore forced to end, the question remains: if it is the last we will see of Ratan Tata's dream project? We think otherwise. The Nano could still be reborn from its ashes, in the form of an electric car named Jayem Neo. A result of Tata's strategic alliance with Jayem Automotive, a long-time partner of Tata in R & D, responsible for a large number of Tata-based performance machines like the Tata Indica Silhouette and the Super nano. Jayem will also be responsible for the upcoming launch of Tata Jayem Tata Performance with Tigo and Tiago
Can a Jayem Neo resume where the Nano has stopped, and continue the dreams of Ratan Tata's build a car for the people. We will have to wait and see, a conversation with our sources at Jayem Auto revealed that the Neo is still very on schedule. As battery costs decline and the government continues to promote and subsidize electric cars, the Neo could be a serious contender in the future of the Indian electric industry
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