Tata’s Nano: Will you buy and use the world’s cheapest car?

India’s Nano Car was intended to be used as a fuel-efficient, safer alternative to the motorcycles used by millions of Indians. Nano Cars was first conceived by Tata Motors Ltd. (India’s largest automobile company) in 2003. The 3 meter-long car is expected to cost about $1,980 for dealers, which doesn’t include the markup and other charges that will be paid by consumers. At a price of 100,000 rupees or about $2,000, the Nano is the cheapest mass-produced car in the world. The Nano minicar has a maximum speed of only 107 kilometers an hour and puff gasoline mileage of 23.6 kilometers a liter.

The chairman of Tata Motors, Ratan Tata believes that the present economic situation makes the Nano more relevant for the public consumers. The Company also believes that the current global economic slump creates a market for cheap cars even in the rich countries. At the back of Tata’s hope to succeed on the Nano cars, the company faces a June deadline to repay its $2 billion loans related to its Jaguar Land Rover acquisition from Ford Motor Co. last year.

Tata Motors will start accepting order forms and deposits next month for the snub nosed and fuel-slipping car Nano. If you are to be asked, will you buy this car for your business or personal use? Or if you have a motorcycle, which Tata Motors expects to be replaced by a Nano – would you take the replacement? For me, the success of Nano does not only lies on the price it offers. It should be based also in the light of its promotion, location, and the product it self. Basing on the daily news in the internet and in the newspapers, Nano has done a good job in promotion. But the product itself has to be tested yet in proportion to its price. Moreover, I believe that Nano can succeed in India, but the question whether it will succeed in the other parts of the world – is still a mystery.

To be named as the cheapest car in the world, may put the Nano in the headlines of every news or even in the pages of the Guinness Book of World Record. This description may entice any person to look and try for it, but may not own and use it. Who wants to use a thing which is the cheapest on Earth? But if Tata will prove to the world that their Nano is not what the price says when it comes to product quality, then I would buy that thing.

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