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On January 10, 2008, the
grounds of Pragati Maidan
in New Delhi were chock-a-blocked with industrialists,
engineers, politicians, media persons and shutterbugs amid the
common people. No, that was not a political gathering or an India vs.
Pakistan ODI cricket match; it was not even the glittering occasion of
the Filmfare awards; it was the 9th Annual Delhi Auto Expo. The
ensemble of crowd at Hall No. 11, with crossed fingers, anxious eyes and
the buzz of the entire setting depicted something big is going to
happen. As Stanley Kubrick's 2001: A Space
Odyssey was playing in the backdrop, a small car rolled out into the
arena only to make the crowd go crazy on seeing its unmatched look,
style, design and charisma (Exhibit I). It was a long-cherished dream
of Ratan N Tata (Ratan Tata) of prestigious Tata group of
industries, which materialized. It was a dream come true for millions, the
flagship of empowerment, a revolution of the
21st centurythe small car Nano, the people's car! India's first
indigenous contribution to the global automobile industry, the
world's cheapest car!
From conceptualization in early 2003 to its first media
appearance in the Auto Expo in New Delhi in 2008, and finally hitting the
markets in 2009, it was a roller coaster ride for Nano. Facing challenges
like cost-cutting measures, financial pressure, quality-related
problems, political agitations, intense competition and constant criticism,
the car rolled out to the masses on March 23, 2009. How far has
the Tatas' promise of delivering the people's car met the demands of
the masses? Had the car lived up to the expectations of consumers?
What are the post-purchase reactions/opinions of customers? |
