- No manufacturing plan before product design: Tata had to open a new plant in Gujarat, which was a major challenge as the initial plan to have it in West Bengal fell through. This caused a huge delay in bringing the car to market – and Tata could not cash in on the initial excitement. It should have figured its supplier and manufacturing strategy to leverage existing operations, instead of starting from scratch.
- The “cheap” price: The “sell” of it being the cheapest car in the world came to be associated as a stigma for its owners, rather than a sense of pride. Tata should have sensed this sentiment and taken steps to make the product seem more “tasteful” rather than just inexpensive.
- The Nano did not look “classy”: Tata did take steps like using an aluminum engine, and light-weight steel to keep costs down; but they couldn’t make the car look classy. It came out looking like a cheap toy car.
- Not a Rs. 1 lakh car: The version which came at the promised price was an extremely basic one, and did not have some generally required features. The version with some of these feature included, was well over the 1 lakh price point and not too far from the cost of a used Suzuki Alto, a car with a bigger engine and larger storage space.
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Madhavan, N. " Nano: The blemish on Ratan Tata's otherwise brilliant run - Business Today ." Business Today: Business News, Latest Stock Market and Economy News India from Businesstoday.in. N.p., n.d. Web. 4 Sept. 2013. <http://businesstoday.intoday.in/story/tata-nano-a-blemish-on-ratan-tata-brilliant-record/1/191897.html>.
Eyring, Matt . "Learning from Tata's Nano Mistakes - Matt Eyring - Harvard Business Review." HBR Blog Network - Harvard Business Review. N.p., n.d. Web. 4 Sept. 2013. <http://blogs.hbr.org/cs/2011/01/learning_from_tatas_nano_mista.html>.