Tata Motors whose world-renowned Nano has been struggling for quite some time now, has recently launched an all-new version of the entry-level car – GenX Nano. Though the company does not want to share target figures, it is confident that it can create market demand.
GenX, the company’s third offering under Horizonext, promises feature-rich products that offer best-in-class technology and design engineering.
Mayank Pareek, President, Passenger Vehicles Business Unit, Tata Motors shared his response with Reema Sharma of Zee Media.
Q. Nano had created history as the world’s cheapest car but with the GenX Nano you have shed the cheapest car tag. What are the company’s views on this?
Since its inception, the Nano was developed to meet the standards of an attractive and affordable entry level car. However, it has evolved over time and is in sync with the needs of its customers, to become a feature-rich compact hatchback. The GenX Nano is an extension of the brand Nano and is equally critical. This car comes with an emotional connect, which is why all the upgrades in the Nano till date have been made keeping in mind consumer requirements.
Q. The GenX Nano is the third in line of the Nano series. Can it revive sales?
The Nano is among the top five brands in the Indian hatchback market in the country, to cross the 2.5 lakh sales mark in the 5 years since its launch. This in itself is an achievement. The Nano brand has also been bestowed with the ‘Most Trusted Brand’ title in the Brand Trust Report – study in India, for three consecutive years. More than 17,000 Nano cars have been sold in FY14-15 with more than a 60 percent contribution by Nano Twist and we hope this trend continues with the GenX Nano as well.
We are always in the process of expanding our network so that we are closer to our customers. The Nano GenX will sell through all our dealer outlets nationwide. We do not provide any target figures, however we are geared-up to meet the demand.
Q. The company has decided to phase out the existing range of Nano apart from the CNG version. Are there any specific reasons to do so?
Phasing out a vehicle is the decision of the market. There are products which are 20 years old in the market and are still doing well. With the launch of Horizonext in June 2013, Tata Motors made a commitment to launch two brand new vehicles every year, along with refreshes of the existing models. The GenX Nano is one of the products developed under this strategy.
The new GenX Nano range has been developed keeping the changing trends in mind to become a feature-rich compact hatchback. It continues to cater to the mass segment. We have enhanced the brand with the changing times as the consumer has also evolved and has different aspirations now. Since its inception, it was developed to meet the needs of an attractive and affordable entry level car.
Q. What are the company’s expectations from the GenX Nano?
The Nano, like the Bolt and Zest, has been based and developed on three core pillars –Design, Drive and Connect – to provide the best vehicle experience to customers. The customer today, though young, is a highly discerning one who gives equal weightage to performance, functionality and style quotient. With an increased access to information and understanding of OEM comparisons, they want and expect top-notch performance, infotainment, style status, product reliability and low maintenance.
The key is to deliver on all these aspects at an attractive price point, which makes the entire package a worthwhile value proposition for them. The GenX Nano fulfils all the requirements to become the next generation smart city car and we are focused on ensuring this new vehicle is among the leading cars in the consideration set for our target audience.
Q. What more does the GenX Nano offer – youthful features or high technological specs?
The Nano continues to cater to the mass segment and offers both, youthful features and good technological specifications. We have enhanced the brand with the changing times as the consumer has also evolved with time and has different aspirations now. Since its inception, it was developed to meet the levels of an attractive and affordable entry level car.
Here are some of the major changes that the next generation Nano has undergone:
· ‘Easy Shift’ Automated Manual Transmission (AMT) with ‘Sports’ mode for enhanced acceleration and ‘creep’ feature for heavy traffic maneuverability and parking ease.
· Latest in design – Infinity motif grille, smoked headlamps, Tata signature steering wheel, sporty integrated hatch spoiler.
· Class-leading interior space and convenience of 110L and 94L luggage space, in Manual and AMT variants respectively.
· Connectivity features like Bluetooth, CD, Radio, USB & AUX-in connectivity and first-in-segment Digital Information Display.
· Enhanced Safety – crumple zone, intrusion beams, anti-roll bar and SUV-like ground clearance.
The range is available in five variants – three variants (XE, XM and XT) come with a four-speed manual transmission while the remaining two variants (XMA, XTA) come equipped with an Automated Manual Transmission (AMT), mated to a five-speed gearbox which is branded as ‘Easy Shift’ AMT. The XMA variant will be made-to-order and will be available for sale from August 2015. Each variant meets a specific need of a customer profile and has been designed and developed with a detailed study on the Nano’s customer groups.
Q. Which cars will the GenX Nanos compete with?
The GenX Nano competes with all entry level compact hatches- Alto 800, Eon, AGS. From an AMT point of view, it competes with the likes of the Alto K10 and Celerio.