The Tata Nano: The People's Car (Abridged)

6 Pages Posted: 30 May 2017

See all articles by Rajkumar Venkatesan

Rajkumar Venkatesan

University of Virginia - Darden School of Business

Shea Gibbs

University of Virginia - Darden School of Business

Abstract

This case is an abridged version of UVA-M-0768, "The Tata Nano: The People's Car (A)," and UVA-M-0804, "The Tata Nano: The People's Car (B)."

Excerpt

UVA-M-0850

Jul. 5, 2013

THE TATA NANO: THE PEOPLE'S CAR (ABRIDGED)

Source: © User:High Contrast/Wikimedia Commons/CC-BY-SA-3.0.

It was one of the longest-awaited and most-talked-about car debuts in India. On January 10, 2008, Tata Motors unveiled the Nano, a USD2,500 automobile referred to as “the people's car.” Would it live up to the hype? And did its launch signal a new era for the small car market in India? How could Tata ensure the product would be profitable?

Measuring 3.1 m by 1.5 m, the Nano displaced Maruti Udyog's Maruti 800 as the world's smallest car, yet its seating room was 21% greater than the 800's—providing ample room for four adults. The Nano was also one of the world's most fuel-efficient cars, getting 52 mpg in the city and 61 mpg on the highway. Touted as the cheapest car in the world, the Nano was scheduled to be available in September 2008.

. . .

Keywords: environment analysis, positioning, international markets, innovative distribution

Suggested Citation

Venkatesan, Rajkumar and Gibbs, Shea, The Tata Nano: The People's Car (Abridged). Darden Case No. UVA-M-0850. Available at SSRN: https://ssrn.com/abstract=2974716

Rajkumar Venkatesan (Contact Author)

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

HOME PAGE: http://www.darden.virginia.edu/html/direc_detail.aspx?styleid=2&id=5808

Shea Gibbs

University of Virginia - Darden School of Business

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

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