Now before going deep into the Nano, let me put a few things before you which indirectly points to the problems faced by the Nano today. I'm a little critical of the Mkg dept of TML on this count, and pls correct me if i'm wrong here.
The Tata Indica Vista and the V2 together does less than 9000 nos (about 6500 in nov) when each of them are capable of clocking sales of 10,000 each. Lets just look at the reasons behind it.
1. The Vista looks too similar to the Indica V 2 and a majority of the public thinks its a facelift even though the two do not share a bolt.
2. Tatas named it Indica Vista
and not just 'Tata Vista' why why why ????? . They should have known that the Indica V 2 had a Taxi image and the middle class family man was buying the Wagon R and Santro and not the V 2 for personal use. Add to it the initial quality niggles and the brand 'Tata Indica' as we all know came with a baggage. Now Tatas create a better car, fit an excellent Fiat Engine and then dilutes the whole thing by associating that forgettable baggage with it.
3. The mistake despite being (probably) discovered is repeated with the 'Sumo Grande'. Why the hell can they not call it simply 'Grande'.... will any sky fall down ????? i do not know......
4. The sequence of a totally new car succeeding an earlier one with the same name is common practice in the auto industry, the n generations of the corolla and Golf are good examples. Now, in those cases, never will the old vehicle coexist with the new, but will simply be replaced. The two iterations of the MR wagon in Japan are called Estilo and Wagon R in India and NOT 'Wagon R' , Wagon R vista etc....If Tatas cannot afford to discontinue certain models like the Sumo Victa and the Taxi V2 , it's fine; but then why unnecessarily penalize the new launches by adding the existing bad blood to it.
Now coming to the Nano, even before it was launched, i remarked to a few friends of mine that it is important that Tatas position it as a RICH MAN'S SECOND CAR' rather than as a common man's first car coz in India, even the common man is image conscious. Most of the reasons are discussed here already so i'm not going there in depth.
After all this, i wouldn't mince words to say that TML has a sub-standard marketing dept which wastes the 'hard work' of the R&D guys. Now after probably listening to the 'Vista' and 'Grande' naming debacles from the marketing surveys, they decide to name the facelifted Safari , the 'MERLIN'
Now Mr Marketer in TML, whoever you are, please get your basics right as far as positioning is concerned. The image of the Indica V2 or the Sumo is not what the Safari enjoys(it never was a taxi). So a facelifted version being called 'Safari' again actually doesn't hurt. A 'Merlin' is sure to add to the confusion..... a case in point being the Daewoo Cielo and Nexia if you people can remember. Coming back to the Nano, The AAM AADMI CAMPAIGN might win votes for congress, but not customers for Nano.
Despite all this, there definitely is a way out.....
1. A nano with a CVT would be a really cool thing and will emulate a 'Kinetic Honda' in the car market as was seen a decade back. Ladies and elders will flock in large nos to buy this.
2. Diesel Nano - Only if it returns anything more than 25 kmpl. Else a second hand Indica V 2 will cannibalize the Nano diesel.
3. The Nano Europa - If Projected as a cool thing for the uber cool urban rich aka the Mercedes SMART.... The success of this model will depend on the highway manners of the car, as the target market - the rich guys will prefer a fast car to impress the lady sitting by the side during one of those weekend getaways.
4. And finally the Normal Nano LX with a bigger engine, bigger tyres and a boot which opens. This car even if it's priced at 2.5 Lakh on road will have takers as it might be perceived as a 'complete' car.
5. Nano LPG - This might actually be the cheapest car per km if launched. This can actually catch the attention of sales guys and delivery boys who overload their two wheelers. This can become the 'must have official car' for door delivery and doorstep sales people of big companies which can afford it.
All said and done, none of the above mentioned mod jobs will ensure instant success and the company will have to wait for the critical mass to build up as far as volumes are concerned. If all these fail, then the best way is to open up the flood gates to the city taxi segment ( Tatas have not permitted it so far) so that at least the investment is recovered.