Assignment

Tata Nano
Name: Sabah Afzal Class: 1-A Roll no: 77136 Reg no: 0051 Sub: Marketing Submitted to: Mam Ayesha

Tata Nano
Introduction to the TATA NANO:
The Tata Nano is a proposed city car debuted by India's Tata Motors at the 9th annual Auto Expo on January 10, 2008 at Pragati Maiden in New Delhi, India. Called the people's car in Tata's promotional material, it was projected to be the least expensive production car in the world. The standard version of the Nano is projected to sell for Rs. 100,000 (approximately US $2500, GBP 1277, or 1700) , not including fees or delivery.

History and conception:

The project to create a 1 lakh (1 lakh = 100000 rupees) car began in 2003, under the Chairman of Tata Motors, Ratan Tata. The strategy behind the project was the awareness of the number of Indian families who had two wheeled transport, but couldn't afford a four wheel car, and was based on the company's success in producing the low cost 4 wheeled Ace truck in May 2005. The Nano will be available in both standard and deluxe versions. Both versions will offer a wide range of body colours, and other accessories so that the car can be customised to an individual's preferences.

Stylish & Comfortable :

Designed with a family in mind, the Nano has a roomy passenger compartment with generous leg space and head room. Can comfortably seat four persons.

Financial projection:
Tata initially targeted the vehicle as "the least expensive production car in the world" aiming for a starting price of 100,000 rupees or approximately $2300 US despite rapidly rising material prices. Tata Motors has been able to cut down the cost of the car by making things smaller and lighter, doing away with superficial parts and changing material wherever possible. Tata Motors Company had received lakhs of enquiries through the internet for the Nano.

Technical overview:
Design:
The People's Car, designed with a family in mind, has a roomy passenger compartment with generous leg space and head room. It can comfortably seat four persons. Four doors with high seating position make ingress and egress easy. Yet with a length of 3.1 meters, width of 1.5 meters and height of 1.6 meters, with adequate ground clearance, it can effortlessly man oeuvre on busy roads in cities as well as in rural areas. Its mono-volume design, with wheels at the corners and the powertrain at the rear, enables it to uniquely combine both space and maneuverability, which will set a new benchmark among small car.

Engine:
Unlike other low cost Indian cars, this one is going to have a variomatic gear system. Instead of manual gear box in conventional cars it is coming up as gear less or rather with an automatic gear transmission. This helps to improve the efficiency & mileage by magnifying the torque output. As in international markets, the compact car from Tata will have back mounted engine, pushing the luggage space to the front. Making the engine closer to the fuel tank has another advantage of increased fuel efficiency. Rear mounted engine also help in reducing the power loss

during transmission. The car will have front disk and rear drum brakes. The company claims mileage of 22 kmpl in city and 26 kmpl on highway.

Fuel Efficiency:
The People's Car has a rear-wheel drive, all-aluminium, two-cylinder, 623 cc, 33 PS, multi point fuel injection petrol engine. This is the first time that a two-cylinder gasoline engine is being used in a car with single balancer shaft. The lean design strategy has helped minimise weight, which helps maximise performance per unit of energy consumed and delivers high fuel efficiency. Performance is controlled by a specially designed electronic engine management system.

Safety & Comfort:

By adhering to the fact that less weight requires less power, the 1 lakh car is made of light weighing steel. This has made the Tata's come up with a cheap alternative without compromising on safety and performance. The base model will feature glass windows that can be cranked up. The tail lights are expected to appear like as in Tata Indica. Higher versions will have the comforts of power steering, power windows, air-conditioning and much more. With an all sheet-metal body, it has a strong passenger compartment, with safety features such as crumple zones, intrusion-resistant doors, seat belts, strong seats and anchorages, and the rear tailgate glass bonded to the body. Tubeless tyres further enhance safety. It exceeds current regulatory requirements with a strong passenger compartment, crumple zones, intrusion resistant doors, seat belts, strong seats and anchorage.

SWOT ANALYSIS Tata Nano:

Strength:
Brand name Tata Cost price low Fuel efficient Safe Low power Not a status symbol Limited features Large market for selling Awareness in the market First car in low range Can hit in global market Company rival Not sure to hit in rural and semi-urban areas

Weakness:

Opportunities:

Threats:

We are happy to present the peoples car I India and we hope it brings the joy, pride and utility of owning a car to families who need personal mobilty
Ratan Tata at the unveiling of the Nano