TATA Nono
October 7th, 2011I have been seriously contemplating buying a small car for my wife for sometime now because her work place is about 20kms from home and her office timings are from 8.30 till 2.30, hours unknown to the software folks in India.
For starters, she is still learning how to drive a car, so obviously I was looking for an entry level car which does not cost a bomb. The first car which came to my mind was Nano. Okay, here was a small functional car which was cheap, and did it’s job well, or so I thought.
Whenever I mentioned this to my friends, the response has always been unanimous - NoNo.
No one ever has recommended Nano to me till date.
The reasons given are aplenty - cheap build quality, poor after sales service from TATA dealerships, Nano catches fire, Nano sounds like a share auto, etc.
And not surprisingly the sales of Nano, which costs about half of the Maruti Alto lags behind the sales of the latter by a whopping 70-80%.
I personally think that a good percentage of the issues are more related to the perception than to the reality. But if perception leads buyers to run away from this product, then perception indeed has the same effect as reality.
What has really surprised me is the way TATA Motors has been responding. Rather than addressing the issues - changes to the product features and design so that the car does not catch fire, bring in more variants - electric, etc, better pricing strategy, improvements in the interiors, improvements in the after sales service experience, etc, TATA motors seem to be still hell bent on the ‘cheapest’ tag. Cars in India have an aspirational value. People want the products to be cheap but no one ever wants a car which is so cheap that there is no respect for it.
For all we know, the Nano diesel may be a clincher. However, I think the car in its current avatar is average, but the way these people have managed the product really is pathetic. They have lost million customers like me.
I might opt for the Hyundai Eon - it looks decent, the reviews are good, does not cost a bomb, and hopefully Hyundai gives a better after sales experience than the TATA service centers.
