New tata nano in India

About Tata Motors:-

Tata Motors Limited is India's Largest automobile company having amalgamted revenues of Rs.70,938.85 crores (USD 14 billion) in 2008-09..Established in 1945 the company started manufacturing locomotives , now they are wide spreaded in various fields of business.The annual turnover of over Rs.108 Billion INR The business operations of the Tata Group are in the field of Communications and Information Technology, Engineering, Materials, Energy, Consumer products and Chemicals. Mr. Ratan Tata is the Chairman of the TATA.They are the largest business group in India having its operation in 80 different countries. Their revenue is equivalent to 5.3% of India's GDP. Tata Motors is a part of Tata Group and India's largest manufacturer of passenger automobile and commercial vehicle. Tata Motors has its own manufacturing base in Jamshedpur, Pantnagar, Lucknow, Pune. The first commercial vehicle manufactured in 1954 was in a collaboration with Daimler-Benz AG. In March 2008, a deal was finalised with Ford Motor Company to develop their British Jaguar Land Rover business, which also includes the Rover, Lanchester and Daimler. [1]

Mr. Ratan Tata is the chairman of the TATA Group. The major companies of Tata Group are Tata Steel, Tata Motors, Tata Consultancy Services (TCS),Tata Power, Tata Chemicals, Tata Tea, Indian Hotels and Tata Communications. They also provide IT solutions and services to customers worldwide with system integration, hardware manufacturing and educational services.[2]

Introduction Tata Nano:-

In 2003, Five Engineers from Tata Motors grouped into the main conference room at headquarters of the Tata Group .The engineers knew that the meeting was about Tata's statement about a small car that they vaguely remembered reading about in newspapers a few days ago.

"I observed families riding on two-wheelersthe father driving the scooter, his young kid standing in front of him, his wife seated behind him holding a little baby. It led me to wonder whether one could conceive of a safe, affordable, all-weather form of transport for such a family. Tata Motors' engineers and designers gave their all for about four years to realize this goal. Today, we indeed have a People's Car, which is affordable and yet built to meet safety requirements and emission norms, to be fuel efficient and low on emissions. We are happy to present the People's Car to India and we hope it brings the joy, pride and utility of owning a car to many families who need personal mobility."Ratan Tata, Chairman Tata Motors.

Tata Nano known also as the cheapest car in the world is a five doors car that fits four or five passengers. Nano designed into India market to fill the gap on this market and adjust into Indian requirements. People in India could not afford most of car available on the market due to its prices. Main ways of transport are scooters and rickshaws. Tata Motors stands out into its family market and started development of new vehicle in 2003. Traditional Indian scooters users, who so far could afford only motorcycle was given an opportunity to purchase their four wheels vehicle. Nano stands out for small in Latin and in Gujarati, local Indian language (Singh, 2008). Apart from all speculations that Tata Nano will simply be a four wheeled, instead of three wheeled rickshaw, real car, as Ratan Tata says "It is not a car with plastic curtains or no roof it's a real car (Meredith, 2008).

Tata Nano is coming in three versions Tata Nano Standard, Nano CX, and Nano LX. Versions CX and LX have additional features as air condition, central lock, power windows, but that make those versions more pricey.Car was designed in Italian Institute of Development in Automotive Engineering. Several changes was added to hat design by Tata Motors to make a car look better (Meredith, 2008). Some of the parts for Nano as fuel injection, brake system, Value Motronic ECU, ABS were manufactured by Bosch.In spite of low profits as Tata Nano may brings to Tata Motors Company because it is know that small and cheap cars are not the most beneficial, they try to attempt to be one of the biggest players on worldwide car market (Hutton, 2009).

Methodology approach Tata Motors was to targeted for customers are bottom of the pyramid, poor non - traditional (Van den waeyenberg, 2008).Tata Nano design, pricing, promotion and distribution was adapt to India market. In India 95% of population is perceive as poor. Bottom of the income pyramid is a attractive market because of its large number of people with low expectations demand. There is also no strong competition on that market, and willing to buy the newest technology at affordable price. Create car for poor without compromising on safety and comfort (Hens).All components and systems that Tata Nano is build with was carefully analyzed from the scratch to find out the cheapest possible solution to implement, that goes with safety standards and required destination

Tata Nano was unveiled in New Delhi Expo Auto on 9th January 2008 (Mohanty, 2008),. Introductory price was 1-lakh (Rs 100,000) what stands for 2500US or 1600GBP. All world was curious about the cheapest car, Europe said straight away, that that car will not pass safety tests, Tata Nano will have to make several changes before acceptation. Official launch for India market was 23rd March 2009. Car was available in the show rooms, but the procedure of buying one was different then with others cars. Booking was taken from 9th to 25th April 2009 (Darukhanawala, 2008). Around 200000 bookings for the car were made in that time. Nano vehicles started to be delivered to customers on 17th July 2009 (Tata Motors, 2009).

Tata Nano was designed to be the cheapest car in the world, also called Peoples car. There are several specifications that made it so cheap. Firstly Nano has 624cc two cylinders engine in boat giving maximum speed of 43mph. Engine is made of aluminum.

The Nano is expected to boost the Indian economy ,create entrepreneurial opportunities across India , as well as expand the Indian car market by 65%. Described as an eco-friendly "People's Car".

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