Apr 02, 2016 11:10 AM
33233 Views
I purchased a brand new TOP END Tata Nano XT(GenX) during the month of Feb 2016 in Bangalore. Inclusive of road tax it costed me Rs 2.96 lakh.(comes with A/C, power steering, high end music system, blue tooth & central locking).
Why I opted for the car?
I am a sales person by profession. My job involves daily traveling to meet customers. I was using 2 wheeler till now. Last year I met with an accident and my tail bone was hurt and the pain refuses to go. I had the only option to us a four wheeler.
I opted Tata Nano because of highest mileage with the lowest cost.
With Bangalore traffic condition(average speed is just 20 kms/hour), I am getting a mileage of 16 to 19 kms per liter of petrol.
CC & power comparision
Nano - 624 CC / 38 PS
Alto 800 - 796 CC / 48 PS
KWID - 799 CC / 54 PS
Considering the CC & power is less than it's competitors, I feel Nano showed be priced much less than what it is priced now.
I think the price I paid(Rs 2.96) for the TOP END model is high. I feel it should be Rs 2.5 lakh.
I know to compensate the low CC & power, Tata gives high end features of it's competitors at their base model price.
But I think customers will not take that.
Brand positioning is the major flaw of Tata Nano
Tata Nano is a good case study for MBA students for brand positioning failure.
When Ratan Tata conceived the idea of Nano he had lower middle class in his mind. But the lower middle class did not buy his car. The sales numbers did not come.
With no other option, the company decided to position the car to middle class. That is why they gave top end facilities and increased the price.
But once a brand has been positioned, it is very difficult to be repositioned in the minds of the customers.
So I think Tata Nano is jinxed.
I think even if the company gives top end features at entry level price of its competitors I don't think numbers will come.
I think only option left for the company is to withdraw the brand and bring a new car with new design and position it correctly to the middle class.
