The Tata Nano: India’s Answer For Fiscal Austerity

In USA on July 17, 2011 by J. Murphy

“Can you fit a car into your budget? And yet everything you want into it? Now you can.”

In a growing world of fiscal austerity, companies are putting on their thinking caps to find solutions to seize the moment during a time of the global fiscal crisis. Some would argue that the Smart car is the answer to any burden or concerns on the wallet or the pump, but outside the United States, individuals have been anticipating this moment for years.  One of them is Ratan N. Tata, Chairman of Tata Sons, the promoter company of the Tata group and other companies such as Tata Motors.

While they are not directly affiliated with the #1 rated Indian brand on Facebook, Tata-Docomo, they do offer a common sense solution to traveling comfortably in a world of eco-friendly, economically strapped consumers – the Tata Nano, otherwise known as the cheapest car in the world.

Born a commercial vehicle and locomotive company, Tata Motors expanded into the passenger vehicle realm in 1991, and hasn’t looked back since. The Tata Nano provides consumers with a fresh, sleek, innovative vehicle that don’t break the bank.  Just read the testimonials.  However, while most media were ready to call it a lost cause due to safety concerns, the Tata Nano has mounted a massive rescue campaign to save the “People’s Car.” One key ingredient to this campaign was the recent acquisition of Jaguar Land Rover which raised Tata Nano’s profile among military consumers as well as the world’s luxury auto markets. Additionally, they have a large ad campaign stressing a “happiness promise” when purchasing a Nano, stressing how simple and trouble-free it is to walk in, test drive, and walk out a new car owner.

How has all of this impacted its social media brand?  Well to begin with, the Tata Nano has quite a following across the social media spectrum.

Currently, Tata Nano has over 15,000 followers on Facebook, over 11,200 on Orkut and nearly 900 on Twitter.  But given Jaguar’s demand as a popular luxury vehicle in China, Europe and other strong markets around the world, the number of social media hits is bound to increase. Additionally, given their blog, efforts on YouTube, and their online game developed in association with Zapak Digital Entertainment, Tata has shown that they are ready to become the car of tomorrow for today’s working family. Now they just have to keep the momentum going.

As a consumer who is working with a tight budget, they have my attention. They are just promoting their message over multiple social media platforms and the car sales seem to be reaping the benefits of this massive effort.  It is already hard to survive in a competitive market where every automobile is under the microscope and the savings deals borderline on the absurd. But Ratan Tata has been in the business long enough that if you build it for the masses, and keep it simple, they will come.

One Response to “The Tata Nano: India’s Answer For Fiscal Austerity”

  1. I enjoyed your post and your topic this week. The World’s Cheapest Car is indeed an interesting example of engineering and also cultural cahange as people everywhere start to rethink their own definitions of having and buying a car. The only thing missing from this post was more of your thoughts on answering a question that you raised near the end of your post about how Tata can keep the momentum going. At this level, you need to dig a bit deeper and share a few more of your thoughts on how else they might keep the momentum going. (4)

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