Nano - the most innovative car in India

Nano created a huge uproar in the auto world when it got showcased in 2008 and finally launched in 2009. But somehow, sale numbers didn't match the hype and excitement surrounding it. This was primarily because of 3 reasons:

1. Nano was portrayed as the cheapest car. And somehow this tagline didn't work.Indian public wanted to stay away from the "cheapest" car.
2. Nano, as a product, was expected to take the non-metro cities by storm. But the company's promotion was focussed on metro cities. So, Ratan Tata's dream of few 2 wheeler customers converting to Nano customers never really happened. 
3. The few "fire" instances were not handled well by the company's PR division. Which car does not catch fire! But the company should have managed the media.

Finally, with Nano 2012, the company is making a turnaround with their strategies. Check out the new ad:



A possible turnaround of the fortunes of Nano is looking more bright now for the following 3 reasons:

1. Nano is being portrayed as a value for money car. This, in my sense, is the right feature to showcase
2. Nano specific salespoints are coming up and the company is venturing more into the smaller cities
3. The quality has been beefed up considerably.

Buoyed by some good sales numbers in the last 3 months, Tata Nano is making a turnaround that few brands have done in this country. Wish the team good luck and hope the brand lives up to the hype and excitement it created world over during its launch.

For more details on the car, you may refer to their website: www.tatanano.com/

Curious case of FIAT

One of the biggest names in the international Auto industry - FIAT continues to the amaze the auto enthusiasts in this country. Why cant they make it large here? Inspite of having been with the Tata's for over 5 years now, they are yet to find a foothold in this auto-loving nation. Not that they dont have a great product or a brand value but just not the willpower to take the plunge.
All their products have been highly acclaimed ones - both design and technology wise. The company though lacks in their service fame and reliability name. That iota of doubt still remains with this brand - how long will they stay with the Tata's and if they separate, what next? FIAT's multijet / quadrajet engine is being used by Vista, Swift, Manza and Dzire. These 4 models are the best in their respective segments but what's happening with their own Punto?? Why isn't this model making a big impact in this industry. Yes, more than the product these days, marketing speaks. Fiat lacks marketing skills in India.

Consider their topline brand Linea. One of the most stylish products in the market. Technologically one of the most advanced in its segment. Price wise, its quite luring. Network wise, its quite good given that it has the support of Tata's showrooms. Still its sales is at rock bottom. Why!! Nobody has any clue. Moreso, the company has done nothing in the last year to boost the flagging sales. No modified versions, no facelifts.. Suprising..

The brand needs to rethink their India marketing strategies more aggressively. Else they will fall behind beyond any chances of revival.