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The Tata Nano: What Went Wrong? (Product #9B15A053)

Lookup NU author(s): Dr Saurabh BhattacharyaORCiD


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In 2009, the Tata Nano entered the Guinness Book of World Records as the lowest priced car in the world. It was predicted that with the Nano, the Indian car market would expand by 65 per cent. But despite the car’s initial popularity, the final demand for it was low. By 2012, the Nano plant was operating at only 25 per cent of its capacity, and by 2014, Nano production was limited to only three days per week. After introducing the Nano Twist and trying to reposition the Nano as more than a “cheap car,” Tata Motors was considering permanently ceasing production of the Nano and using the plant to manufacture other sedans. What had gone wrong with the Nano and what was in store for its future?

Publication metadata

Author(s): Agnihotri A, Bhattacharya S

Publication type: Online Publication

Publication status: Published

Series Title:

Year: 2015

Description: Case Study

Acceptance date: 31/10/2015

Publisher: Ivey Publishing

Place Published: Canada