The Nano

(Mumbai, India) Introducing the Nano car made by Tata Motors of India.




The Nano was designed to be a cheap car, keeping superior quality and performance parameters in mind.

Tata Nano’s print campaign was unveiled today. Unlike most car launches, this one will not be supported by a TV campaign. The company booked all web search engines to serve pop-up ads on Monday evening (at the time of the official launch) encouraging internet users to book the car.

Other initiatives include online games, merchandise and accessories like Nano branded T-shirts, key chains, teddy bears and watches. “We have launched Tata Nano-related merchandise for people awaiting the car,” said Ravi Kant, managing director, Tata Motors. The car is expected to hit the roads by July. And going by the success of the accessories line in Geneva, where Nano-related accessories were unveiled, “it will be a big hit,” said experts.

The unconventional advertising strategy has also resulted in huge savings for the company, as the Nano has become a household name much before its launch.

Interest in the world's cheapest car is substantial with the Tata Motors website receiving an unprecedented 40 million hits today, causing it to crash.

The Nano is priced around 125,000 rupees (about US$2,500) in India. It comes with options which can elevate the price to the 175,000 to 180,000 rupee range (US$3,500 - $3,600). A European model is slated for future sale and it will be priced around 6,000 euros (US$8,100).