Lost momentum while launching Tata Nano: Ratan Tata

Lost momentum while launching Tata Nano: Ratan Tata

BT Online Bureau   Mumbai     Last Updated: December 17, 2012  | 00:00 IST

Tata Group Chairman Ratan Tata has said the world's cheapest car, Tata Nano, is being 'refreshed' to realise its full potential.

Tata said the reasons Nano, nick-named 'The people's car', could not realise its full potential was due to issues like plant transfer and insufficient advertising campaign and dealership network.

"We were not prepared to market the car as we should have. I think that has a lot to do with the fact that momentum got lost," Tata told PTI in an interview.

Nano was originally planned to roll out from a plant in Singur, West Bengal, but the plant had to be shifted to Sanand in Gujarat after political protests at its earlier plant.

The first Nano rolled out from a factory in Pantnagar in Uttarakhand in 2009, while output from Sanand plant began about a year later in June 2010.

Asked whether these issues are being addressed, Tata said: "It is being addressed now and I think we will succeed. It is a three-four year old product (and) we have to do something to refresh the product, which we are also doing."

Tata also said "several things" went wrong with Tata Nano, priced at Rs one lakh, including the events in West Bengal.

"It caused us to move and caused us to build another plant. That cost us another year from the time of the launch which created a lot of excitement and three months from that launch date, the car should have been on roads. Instead, because of those events it went on the road a year and half after that event," Tata said.

With inputs from PTI

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