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Tata Nano

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The Tata Nano: The People's Car
ARTICLE · JUNE 2009

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Paul Farris
University of Virginia
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Retrieved on: 08 January 2016

UVA-M-0768
Rev. Feb. 2 2011
24,

THE TATA NANO THE PE
T
O:
EOPLE’S CAR

It was one of the longest t f t-awaited an most talke nd ed-about aut tomobile deb in India On buts a.
January 10, 2008, Ta Motors unveiled its (U.S. dollar USD2,50 car1 (also called “Rs1 lakh ata u rs) 00 car” or “t people’s car”) at the ninth Auto Expo in New Delhi. The Tata Nano brought a m the s w o media blitz and a crush of onlookers th required top-level sec o hat t curity. Woul the car liv up to its h ld ve hype? ignal a new era for the sm car mar e mall rket in India How could Tata ensur the a? re
And did its launch si w ofitable? product would be pro
Widely touted as the chea
W
d apest car in the world, th Nano was scheduled to be availab in t he s ble
September 2008. In addition to paying (Indian rupees) IN lakh— a p
INR1
—equivalent t INR100,0 to 000— buyers would also have to pay 12.5% valu w h ue-added tax along wit charges s x th such as road and d transport tation taxes. The two-cy ylinder gaso oline-powere version w ed would debut first; the d t diesel versions would soon follow.
The Nano wa one of th world’s most fuel-eff
T
as he m fficient cars, getting 52 miles per g gallon (mpg) in the city and 61 mpg on the highwa (22 km pe liter and 2 km per lit respectiv d n ay er
26
ter, vely). Measurin 3.1 meters by 1.5 meters, it dis ng m splaced Mar Udyog’s Maruti 80 as the wo ruti s
00
orld’s
smallest

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