Hyderabad: After a flawed branding strategy, Tata Motors has introduced a new Nano Twist as a smart city car, targeting youngsters.
The car priced at around Rs 2.46 lakh (ex-showroom Hyderabad) is no longer the cheapest car, a label that kept off a majority of people from buying it.
“We have never called it as the cheapest car. It got branded by people like that. However, it’s past now.
The new Nano Twist comes with a high-end power steering, sleekly interiors and good mileage. On the whole, it is a value-for-money car,” said Ashesh Dhar, head of utility vehicle product group, passenger car business unit at Tata Motors, on Tuesday.
Dhar was in Hyderabad to launch Nano Twist.
Despite the pre-launch hype about the Nano across the world, the entry-level car from Tata’s stable did not live up to its expectations as Indians, who consider a car to be aspirational product, shunned the vehicle because of its cheaper car tag.
