2012-09-25 09:01:34 - Tata Motors Case Study: World's Cheapest Car is Launched - a new company profile report on companiesandmarkets.com

Tata Motors is a major player in the Indian automotive industry. In 2008, it launched the Tata Nano, the world´s cheapest car. Tata judged that it would be ideal for India´s growing middle class. This report considers how successful this decision turned out to be.

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Highlights

The Tata Nano was conceived, designed, and marketed with a near-exclusive focus on cost reduction. As a result, the basic model sold for about half the price of the next-cheapest competitor product.
It was received with strong initial order

 

 

volumes, and awards from the automotive industry and design institutions. Later, sales slowed, and required a renewed marketing campaign.

Your key questions answered

* Why did Tata focus on the low-price car segment?
* How successful has the Nano been in the Indian market?

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