Times have changed. It has been a decade since the exciting unveiling of “The world’s cheapest car”. A mistake of massive proportions right there itself. There have been very good reasons why the Tata Nano would go on to never achieve the success it was made for.

What Tata has done with the Nano has been rather interesting. A bare bones small, or rather miniscule car with a 650cc twin cylinder beating heart, powering it through 4 gears with both a manual and a surprising automatic method of choosing between them.

It was a car with a distinct personality. It was weird and it was different. The engine was in the back, it was rear wheel drive and when the engine was ticking over, you knew it. You could hear both the imbalanced  pistons working hard, struggling through life, but never even thinking of giving up. They are like a couple, who were always there for each other, working harmoniously together, albeit the sorrows they had to face and still face brings pain. They are inseparable.

Moving on, before I get too carried away, You could store your items in both the front as well as the back, over the engine. What’s more, the Nano was affordable. Most people could go out and get their own. But what went wrong? It was a simple, but unfortunately overlooked fact of business and life. The Nano was targeted towards the wrong audience.

India at the moment isn’t really what it used to be. India never really needed an affordable bare bones people’s car when the Nano was launched. That spot had already been won by the Maruti 800 by Suzuki in the distant past.

What this means is that this is really a classic example of wrong timing in business, made worse by the audience it was promoted to. Think about it. Would you really want to be seen driving around in “The word’s cheapest car”? Unless there is a massive war going on, of course….

I appreciate Tata for at least, trying out this idea. But now , even though the gates of light are slowly closing for the Nano, only to leave it in the dark depths of past, I don’t believe that completely. The Nano may be dying a slow crippling death realistically, but it has earned a place in our hearts, as an attempt. An ambitious attempt which had to travel to the state of oblivion. A tragedy.

Dear Nano, You will be forever remembered for you have become immortal in our memories. Goodbye buddy.

–  Abhyjith. K. Ashokan

              “Keep The Passion Strong”

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