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The People's Car
The people's car, Tata Nano was finally launched in Mumbai on 23rd March 2009. "The journey started six years ago when we overtook what looked like just another business... a business to give Indian families an affordable transport means, a small car which was very low in cost. Ratan Tata (Chairman, Tata Group) announced at the launch that the standard model of Tata Nano will have a dealer price of Rs. 100,000 a promise that he has lived up to despite a steep rise in the prices of steel and other input costs. Ratan Tata has fulfilled his promise of delivering the worlds cheapest car Tata Nano which is safe, affordable and fuel efficient at the same time. The initial 1 lakh customers which would be picked through a computer draw would be promised price protection which means they will be getting the cars as per the promised launch day prices despite any economic conditions in the future. This would surely be a big reprieve for the initial customers. “ A promise is a promise” , said Ratan Tata. Nano launched by Tata Motors is going to change the face of Indian automotive industry. With this launch India has most definitely marked its presence in the global automotive industry. A lot has been talked about this car and another first has been associated with this car. Usually with the launch of a new product a company goes into a spending spree in terms of marketing of the product. However, Nano managed to get free publicity because of the hype which was associated with every move that it made. Be it the starting controversies over the Singur project or the hype of the launch day which was tracked through daily countdowns on the visual media, the car has been in news for a long time now.
The people's car, Tata Nano was finally launched in Mumbai on 23rd March 2009. "The journey started six years ago when we overtook what looked like just another business... a business to give Indian families an affordable transport means, a small car which was very low in cost. Ratan Tata (Chairman, Tata Group) announced at the launch that the standard model of Tata Nano will have a dealer price of Rs. 100,000 a promise that he has lived up to despite a steep rise in the prices of steel and other input costs. Ratan Tata has fulfilled his promise of delivering the worlds cheapest car Tata Nano which is safe, affordable and fuel efficient at the same time. The initial 1 lakh customers which would be picked through a computer draw would be promised price protection which means they will be getting the cars as per the promised launch day prices despite any economic conditions in the future. This would surely be a big reprieve for the initial customers. “ A promise is a promise” , said Ratan Tata. Nano launched by Tata Motors is going to change the face of Indian automotive industry. With this launch India has most definitely marked its presence in the global automotive industry. A lot has been talked about this car and another first has been associated with this car. Usually with the launch of a new product a company goes into a spending spree in terms of marketing of the product. However, Nano managed to get free publicity because of the hype which was associated with every move that it made. Be it the starting controversies over the Singur project or the hype of the launch day which was tracked through daily countdowns on the visual media, the car has been in news for a long time now.
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