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Your Nano dreams just became expensive

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New Delhi: Industrialist Ratan Tata embarked on a journey 12 years ago; a journey of providing Indians affordable transportation. This meant a small car at a low cost, which ensured their safety on roads as well.

Six years ago, Ratan Tata kicked in the first phase of this Project, aptly titled Nano. This compact car priced in the ballpark of one lakh rupees provided middle and low earning households the means to fulfil their dreams of owning a car.

Circa 2015, Tata Motors, the parent company that delivered the Tata Nano is shifting gears and has decided to increase its product offerings, trying to revive the dwindling demand of the first few editions of the Nano, which failed to deliver the best customer experience.

The new avatar, the GenX Nano will be released on Tuesday with an estimated price tag of 2.25 to 2.99 lakh and will be unveiled as an aspiration vehicle which will compete with the Maruti Alto among others.

But why is Tata taking a step away from its promised ‘cheapest car’ tag? Because sales are apparently slipping and they want to add a slew of features that will make it a more lucrative purchase.

In 2014-15, sales of the small car decreased by 20 per cent to 16,901 units from 21,129 units in 2013-14.

It will have manual transmission, openable boot and bluetooth phone sync audio system, among other features.

However, the point everyone seems to be missing is that Tata has decided to phase out all the older models barring the CNG version.

In order to keep the sales counter ticking, Tata Motors is offering existing customers pre-booking priority with exchange offer schemes.
Ratan Tata, who made the Nano his dream to provide two- wheeler riders a safe alternative, had admitted that Tata Motors made a mistake in the marketing and positioning the Nano as “the cheapest car”. He had called for re-launching the car with a new brand image.

The car was launched in March 2009 with an initial ex-factory price tag of close to Rs. 1 lakh for the basic model. It is currently available at a price between Rs. 2.04 lakh and Rs. 2.52 lakh (ex-showroom Delhi) across variants.

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