Tata Nano Too Cheap for Its Own Good, Improved But Pricier Models Planned

The world’s cheapest new car, the Tata Nano, has not enjoyed the success the Indian carmaker envisioned when it introduced it in 2008. Since deliveries began in July 2009, only 229,157 Nanos were sold in India, although the plant that makes it has a capacity of 250,000 units a year. Furthermore, in March 2013, sales dropped by a staggering 86 percent from a year earlier.

The reason for the Nano’s lack of appeal is a rather peculiar one: the car is too cheap. At around $2,800 (€2,150), buyers don’t see it as a car. And who’s to blame them, since Tata Motors promoted the Nano as an inexpensive alternative to a motor scooter. This is why the automaker is rethinking its strategy and wants to introduce pricier models based on the Nano.

Essentially, Tata will build more expensive Nanos that will have similar prices to those of its rivals. Tata managing director Karl Slym told Bloomberg News that the current Nano’s marketing strategy “didn’t gel with anybody”. To put it simply, Slym said scooter drivers didn’t upgrade to a Nano because others “don’t think I’m buying a car, they think I’m buying something between a two- wheeler and a car.” On the other hand, car owners “didn’t want to buy it because it was supposed to be a two-wheeler replacement.”

So what will the pricier Nano be like? Slym says the 2011 Tata Pixel concept (see photos below) is an example of what he has in mind for the brand. Based on the Nano, the study was fitted with scissor doors, automatic transmission and a diesel engine. Slym didn’t get into further details about the upgraded Nanos, adding that the car will be offered to “a wide variety of buyers and price points.”

It remains to be seen whether adding more expensive variants of the Nano using the same platform will be a successful strategy.

By Dan Mihalascu

PHOTO GALLERY

TATA-NANO-1TATA-NANO-2TATA-NANO-3TATA-NANO-4Tata-Pixel-1Tata-Pixel-2Tata-Pixel-3Tata-Pixel-4

New Bugatti Centodieci Joins Unique Exhibit Alongside Past And Present Hypercars

The Bugatti Centodieci was unveiled last week at The Quail in Pebble Beach.

Mystery Porsche Panamera Turbo Prototype Looks Extreme, Could Pack 820 HP

This intriguing Porsche Panamera Turbo prototype brings an extreme aero kit, oversized ceramic brakes, and “crazy” sound.

Mark Webber Gives New Porsche 911 Carrera S Seal Of Approval

Former F1 driver Mark Webber took the latest Porsche 911 Carrera S for a spin down under.

Lewis Hamilton Wants To Be Challenged Consistently By Verstappen And Leclerc

Mercedes’ Lewis Hamilton is looking forward to a proper title battle between himself, Verstappen and Leclerc.

2020 Mini JCW GP Got A Tan In California Over The Weekend

The JCW GP was part of Mini’s 60th anniversary celebrations, alongside the Cooper SE and other cars.

Ferrari To Expand GT Range But Won’t Chase Porsche Volume

Ferrari thinks 40% of sales could be due to Grand Touring models by the year 2022.

New Mercedes-AMG A45, CLA 45 Set New Pricing Heights For Compact Cars

The base A45 hatch starts at €56k, while the CLA 45 S Shooting Brake is the priciest of the bunch, at a whopping €66k.

Fiat Is Readying An Expanded Family Of New ‘500’ Models

Fiat won’t be bothered with large cars and intends its future models to be between 3.5 and 4.5 meters in length.

Mercedes-Benz A250e And B250e Plug-In Hybrids Are On Deck

Order books have opened for the A-Class hatchback and sedan, while the B-Class will launch in a few weeks.

2020 Nissan Juke Is Such A Tease, Debuts September 3 (Updated)

Nissan’s funky crossover is growing up for its all-new second-generation that’s coming this fall.