Tata Motors, the country's largest vehicle manufacturer, is making an effort to simplify the process of purchasing its iconic hatchback Nano. The company is working with its team to make full use of the Internet boom that has taken place in the country. This can be quantified by the fact that more and more people are preferring to buy merchandise online rather than going into a store. According to industry experts, Nano is the ideal car to begin this operation as it has gained a lot of popularity and is the most affordable as well.
It must be noted that the auto maker has already test-marketed a few units via the Internet medium. Also, despite sales of the vehicle remaining low, the company is going ahead with a large push. Ranjit Yadav, President of Tata Motors' Passenger Vehicle Business Unit, said, “We have some interesting instances where parents have bought the Nano for their sons/daughters. This is a very interesting trend.” In this process, customers will not be able to pay the full amount of the car and will be required to just give the booking amount. Following this, buyers can get the vehicle delivered at a location of their choice, either their homes or the nearest dealership of Tata Motors.
A lot of industry experts see this move of Tata Motors as one of the ploys to boost sales of Nano. In the recent past, India's most affordable car, priced at Rs. 1.64 lakh (ex-showroom Mumbai) was not performing well in terms of generating revenue for the company. Despite the predicted sales being around 20000 units a month, statistics have revealed an actual count of only around 2000 units. Notably, the highest sales count recorded by the Nano till date is around 10500 units. During the first quarter of current financial year, the car's sales fell by 82 per cent with only 3965 units being sold as compared to 22140 in the corresponding period of the previous fiscal. These statistics were revealed by the Society of Indian Automobile Manufacturers (SIAM).
According to a recent promotion strategy by Tata Motors, consumers could get the Nano in exchange for an existing two-wheeler. In addition, the company or dealer also made the provision of a cash discount. Previously, the Tata Nano was also available on equated monthly instalments of Rs. 8333 per Rs. 10000 at 0 per cent interest rate through credit card.
The auto maker is planning to put the new 2013 Nano available for sale after unveiling it in June. The New model has some advanced features like twin glove box, remote keyless entry and a music system equipped with four speakers, compatible with Bluetooth, USB and Aux. Interestingly, instances of car makers selling vehicles online have happened before also with Skoda Auto selling the Fabia through an online platform. The online sale strategy helped the Czech-based firm to provide discounts up to Rs. 50000 on the hatchback.