Tata Motors, the country's largest automobile manufacturer, is set to introduce its globally renowned entry level-small car Nano in Jamaica somewhere in December 2012. The company has already revealed intentions to launch the car in auto markets of United States and few European nations, however, in a redesigned avatar. Evidently, Tata Motors has hurled its Nano small car in Nepal and Sri Lanka, with plans to enter several South Asian markets soon as well.
Commenting on Tata Nano being launched soon in Jamaica, Joe Ferreira, a representative of automotive division, Metis Group of Santo Domingo, was quoted as saying, “It is the right time for this car in Jamaica. Jamaica needs this car. The country's size and geographical layout are perfect for the Nano. All cars will get a two year warranty from us.”
Reportedly, the Tata Nano is believed to be introduced in Jamaican auto market with an introductory price tag around $ 893,000 (Jamaican) or Rs. 5.35 lacs, when converted according to exchange rates. Further, after launching Nano in Jamaica, the company is expected to enter several other Caribbean markets as well, such as Guyana, Dominican Republic along with Trinidad and Tobago, amongst others.
Expressing his views on why Tata Nano is an apt product for the country, Ferreira explained three major merits and said, “It will be the cheapest car in Jamaica by a significant margin. You can buy two Nanos, have them insured and you'll be driving for the price of a brand new Suzuki Swift. It will be the most fuel efficient, and the most environmentally friendly as well.”
The sales of Tata Nano have been all but spectacular in the country. Hence, it seems as if Tata Motors has lost both patience and faith with future of its globally acclaimed small car among Indian audience. Accordingly, the country's leading auto maker has devised an extremely aggressive strategy to launch a car that failed to capture imagination of local consumers in overseas markets, where looks count as much as performance and efficiency.
