Tata Motors Nano

1. Tata Motors Limited is the largest automobile company in India. It was established in 1945 as a locomotive manufacturing unit, and expanded its operations to commercial vehicle sector in 1954.

The introduction of Tata Motors’s commercial vehicle is hit the market. Therefore, the success of it has built up the image of Tata Motors as a truckmaker to India customers. Moreover, the long history of Tata Motors also creates a good reputation in India customers’ mind. Indians believe the products of Tata Motors are well-made and safe. Also, Tata Motors ensure their products are environmentally sound in a variety of ways. The environmentally responsible manner enhances the corporate image of Tata Motors as well. However, the surrounding environment and customers’ demand keep changing. So, Tata Motors focuses on Research and Development. It later has always been at the forefront of innovation. It has developed the first commercially viable prototype of air power car and the first company to introduce cleaner engines which make its image as a pioneer of innovator in Indian customers’ mind. By doing so, a new car “Nano” by Tata is launched in March 2009 which is the cheapest small car in India.

The introduction of the Nano raised mass media’s awareness due to its inexpensive price. Nano also called “people’s car” which is selling only between US$2400 and US$2700 with basic functions. Tata Motors positioned Nano is the cheapest four-wheelers car in the world for India families who till now have not been able to own a car. To compare to other four-wheelers cars in India, Nano is the least expensive. Tata emphasized that it is a good opportunity for those people who never owned a car due to the inexpensive price. As a result, the company has received 2.06 lakh bookings when the Nano is launched. Moreover, in advertisement and promotion campaigns, the message that “Nano is the best option for a first car” also encourages millions of Indian to trade up from their...