A fairytale gone wrong, in parts

H. Kishie Singh

The year Nano was launched at the 9th Auto Expo in New Delhi, 2008, is etched in my mind. Journalists, possible customers, dealers and motoring enthusiasts were looking forward to this day. By sheer coincidence, the date of the Auto Expo clashed with the Detroit Auto Show. The Detroit Show is the first show of the year in America and as such has great importance.

Ignoring Detroit, journalists from the US were in Delhi. Such was the pre-launch hype about the Nano. A four-door family hatchback, four-seater and for Rs 1 lakh only! “A promise is a promise.” said Ratan Tata in his holographic presentation when the Nano was unveiled. “I promised you a car for 1 lakh and here it is!”

There was a thunderous applause as the little cute bug, Nano was seen for the first time. It was a heart warming moment. Tata had done it. India had done it.

One of the foreign correspondents told me, “I will file my report tonight and compliment Ratan Tata as being the second Henry Ford. High expectations and this is where things started to unravel for Nano.

Also, pre-production thoughts and ideas do not always translate into post- production reality. The company must make a product after analysing the demand — who wants it and for what? Also, equally important are the dealers, sales, after-sales service and the availability of spares. Tata, an international player, failed to pay attention to these details.

What really caused the still-birth of Nano was the ‘cheap car’ tag. It was an unfortunate ‘word-robe malfunction.’ Who wants a cheap car in a class-conscious society like India!

Even Ratan Tata admitted that it was a very inappropriate word to use. ‘Most affordable’ or ‘inexpensive’ may have given it a more dignified image. It was probably the biggest fiasco of PR in the auto industry.

Nevertheless, the post- production hullabaloo boosted Tata’s confidence and the original production was slated at 1 lakh cars.

Then West Bengal happened!

Tata had set up a factory in West Bengal. The unions and politics swung into action and Tata failed to produce even a single car. Tata moved the factory nuts, bolts and screw drivers to Gujarat. By this time, the production had set back by 18 months.

When Nano finally hit the road, reports came in that the ‘cheap’ car would burst into flames. So much for the safety factor!

Also the price was over 1 lakh. No longer cheap. Reports also came in regarding mechanical problems and breakdowns. It was no longer reliable, leading to a loss of confidence in would-be buyers.

And the final nail in the coffin? Jill the Giant Killer — Maruti 800. A pre-owned 800 had a bullet proof reputation for reliability, efficiency and comfort. The price was not much more than the unreliable Nano. The public perception of the Nano had been rather poor.

However, there is always an exception to the rule. Not all Nanos were duds.

I spoke to a retired Army Captain in Himachal Pradesh. He said, “I have had Nano for nine years now and have done 98,000 km. Zero maintenance, very reliable. Gives me 22 kmpl. The air-cooled engine never heats up.”

Strangely, there was a very strong feel-good factor for Nano in countries like Sri Lanka, Indonesia and Africa, where prestige was not the issue.

Hopefully the last nail was not the last nail! Dead men have risen. Why not cars?

The possibility looks brighter now that there is news of its e-avatar. Jayem Automotives, a Coimbatore-based company, will equip the car with an electric-motor, which might give it a much-needed new lease of life.