The Nano has great ambitions

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recyclinage
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The Nano has great ambitions




by recyclinage » 19/07/09, 13:20

18/07/09 20:32
The Nano has great ambitions

The Indian giant Tata intends to attack the European market from 2011, renaming his car "Europa".

The cheapest car in the world makes its first kilometers on Indian asphalt. Yesterday evening, Ratan Tata, the charismatic president of the Indian conglomerate Tata, handed over the keys of the Nano to his first owner. Drawn at random on the occasion of a gigantic lottery of one hundred thousand people organized by the group, this Indian of thirty years was able to return to his home in the evening at the wheel of the new Indian phenomenon.

This marketing operation officially kicks off the marketing of the Nano, which Ratan Tata expects to gain a leading position in the Indian market, and, beyond that, it upsets the automotive sector, including whole pan has rocked in recent years into the era of low-cost.

Now, the Nano is above all a price: the car will be sold from 112 000 rupees, 1 500 euros. Tata now plans to deliver one hundred thousand cars within a year. According to the group, two hundred thousand Indians have already booked the Nano with the various dealers who exhibit the vehicle since April. The ambitious challenge of this low-cost car would therefore already be on the way to being won. Tata now expands 250 000 to 500 000 annual sales from 2010.

Last night, Ratan Tata savored this first success and shared his ambitions. The Indian giant does not intend to stop there. The group has announced that it wants to be present on the European market from 2011. The Nano, which would be renamed Europa, must change certain parameters to comply with European safety standards.

First "crash test"

Good news never coming alone, Europa successfully passed its first crash test yesterday in England. The price of this vehicle has not yet been confirmed by the group, but additional equipment for the European market and upgrading could bring it between 4 000 and 5 000 euros.

For now, Ratan Tata's smile yesterday in Mumbai was so much broader that what he calls the "project of his dreams" has struggled to materialize. The number one Indian auto industry has indeed built in West Bengal a first plant to ensure the production of the Nano - a cost of more than 400 million - before having to move in disaster in the state of Gujarat to the following violent social protests and problems related to the chosen land. The Nano delivered last night does not come from the new factory but from another production unit expected to offset the delays caused by this unlikely move.

The crisis affecting the automotive sector has also passed. Sales collapsed around the world even as Tata Motors had just taken over the English brands Jaguar and Land Rover. The group had to refinance at prohibitive rates to ensure the production of the Nano: "A few months ago, and the financial problems of the group, we could even doubt the ability of Tata Motors to overcome this crisis" , says the leader of a competing brand. In the end, the exit of the Nano took almost a year late.

Samuel Ziza, in Bombay



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