24 Jan '12, 7am

'World's cheapest car' tag backfires for India's Nano

'World's cheapest car' tag backfires for India's Nano

This Jan 5, 2010 file photograph shows visitors as they inspect Tata Motor's cheapest car Nano at Pragati maidan during the 10th Auto Expo 2010 in New Delhi. -- PHOTO: AFP NEW DELHI (AFP) - When India's Tata Motors launched the Nano in 2009, the concept of the 'world's cheapest car' in one of the world's fastest growing auto markets seemed pre-destined for commercial success. Logically, the strategy appeared faultless - offering an affordable solution to millions of aspirational lower-middle class Indian families wanting to make the social and practical leap from two wheels to four. But after several years of disappointing sales, it has now become clear that the snub-nosed hatchback's unique selling point - it's price - was actually a commercial sticking point. Rather than embracing the Nano, the status-conscious consumer base that was its prime target has largely shunned ...

Full article: http://www.straitstimes.com/Motoring/Story/STIStory_75877...

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