With the opening of the Sanand plant which produces the Nano, a confident Tata Motors has started putting its long overdue marketing plans for the 'mini-car' in action. For starters, it is offering a free 15-day trial of its mini-car Nano to prospective customers who can keep the car with themselves and drive around to get a feel of the car. Unique offering Considered quite a unique offering from a car company, it does more than make up for the absence of such a test drive when Nano was launched in March 2009. At that time, Tata Motors could not offer test drives simply because it just did not have enough cars for such a marketing initiative even though it did not prevent customers from booking the car. Now over a year later, the company has decided to start wooing customers. "As part of the test-drive initiative, we are also inviting those who test drive to express interest on whether they would also like to keep a car for 15 days to get more acquainted with it," a spokesperson for Tata Motors told Business Line. Obviously, there will be a cap on the number of such requests the company will entertain. The spokesperson also said that between July 2009 and June 2010, Nanos have been delivered to nearly half of the first one lakh allottees . Also, those who retained their bookings despite not being selected among the first lot, are being delivered their Nanos. "This is the final step before we declare open sales which will be announced in due course," the spokesperson said. Interestingly, even as these cars are being delivered, some of them are also making their way into the used car market. A salesperson with the Bangalore-based used car dealer, Global Carz said that the Nano commands a Rs 25,000 premium while a salesperson from another used car dealer said that a customer wanted to dispose of his Nano for the same price he bought it for. Market share But more Nanos on the road could cut into the market share of some of the leading auto companies, a brokerage firm said in a recent report. "We believe that Maruti Suzuki's market share will narrow to around 45 per cent by FY12F — the bulk of the drop owing to Tata's Nano, which we estimate may gain about 7 percentage points of market share by FY12F," Nomura Financial Advisory and Securities said in its report. Safe Harbor Statement: Some forward looking statements on projections, estimates, expectations & outlook are included to enable a better comprehension of the Company prospects. Actual results may, however, differ materially from those stated on account of factors such as changes in government regulations, tax regimes, economic developments within India and the countries within which the Company conducts its business, exchange rate and interest rate movements, impact of competing products and their pricing, product demand and supply constraints. Nothing in this article is, or should be construed as, investment advice. |
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