Tata's new Nano Twist PHOTO:PUBLICITY
The latest model, called Nano Twist, targets young people. It has power steering along with remote keyless entry, a four-speaker music system with bluetooth and a higher ground clearance for rough terrain.
Ranjit Yadav, president, passenger vehicles business, Tata Motors, said the car was "loaded with trendy features" to make it a "smart city car to hang out with".
When Tata Motors -- part of India's giant Tata group -- launched the Nano in 2009, analysts said it would revolutionise how millions in India travelled. But after poor sales in recent years, it became clear that the car's unique selling point -- its price -- had backfired as aspirational Indians shied away from buying a vehicle tagged the world's cheapest.
Tata Motors, part of the tea-to-steel Tata conglomerate, has been seeking to reposition the car in the market by adding features and making it trendier.
In December, Tata Motors sold just 554 Nano cars, down 75 percent from 2,202 cars a year earlier.
Tata Motors officials on Monday said some 45 percent of Nano drivers are between 18 and 34.
The Tata group's former chairman Ratan Tata said shortly before his retirement in December 2012 it had been a mistake to market the Nano merely on its low-price, saying "various stigmas have been attached to it".
He said the Nano had a "strong future" with an upmarket image and did not want it to be branded as the "world's cheapest car".
The purple-coloured Nano Twist will be sold at a price of 236,000 rupees ($3,800) while the base model costs around 150,000 rupees ($2,400).
Since its launch for just 100,000 rupees for the base model, the Nano has had several small makeovers, including upgrades to its interior and a doubling of its warranty to four years.
COMMENTS (9)
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if we compare apple to apple, it has no competitor in world, Really excellent car.
This car is garbage. No Indian wants to buy this. I don't know why we are following the Chinese model. I wasted money!
@Jibran no it won't. Instead the economy will be destroyed. These things require electricity to be manufactured, something Pakistan doesnt have.
@Stellar: Where did you get that gibberish from? Tata is a world class conglormerate and has even bought out many international corporate assets, considered jewels. Rover is one of them. I suggest you read and verify before making comments that are totally absurd and, obviously, biased.
@Mohd tarekh: Geneal Tyres .
The pakistani govt should allow indian products for sales in Pakistan and vice versa which will creat market competition where consumers will be ultimately benifited. Pakistan should also enhance trade ties with Iran which is also producing quality goods on relatively cheaper prices.