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Tata plans to reposition Nano as a ‘small city car’

August 22, 2013, 01:11 PM IST by Arunprasad Nandakumar
Tata plans to reposition Nano as a ‘small city car’

In the light of continued poor sales, Tata Motors now plan to change the perception of the Nano from a budget car and reposition the Nano as a ‘small city car’. Tata intends to add value to the car by improving the features both inside and outside and aim to target younger customers.

In the recently concluded shareholders meeting, Tata Group Chairman Cyrus P Mistry has confirmed that the company plans to revamp the Nano by adding features like power steering along with improving the interior and the exterior. To add to the Nano’s portfolio, Tata has already announced a CNG version of the small car, along with a diesel version which has been spotted testing at various locations across the country.

The Tata Nano has never lived up to its expectation, and as a result the dedicated Nano plant in Gujarat is running much below even half its actual capacity. The company is desperate to alter the perception of the car among possible buyers which currently stands as a poor man’s car. In that front the company has invested heavily by introducing youth focused TV commercials and other value added services like online booking. With the introduction of the new models in the segment like the Datsun Go and the Alto 800 diesel, Tata has their work cut out to improve their numbers in an extremely competitive entry-level hatchback segment.  

Source: ET

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