Tata Nano

There is a lot of hype around Tata's new car Nano. Its expected to revolutionize the world of cars as we know today. There is a lot of positive press surrounding its launch, including in Newyork Times. A couple of pages were dedicated to how this engineering marvel is going to change the world.

I'm not so convinced. Sorry about raining on your parade. But Mr. Tata I'm not sold to your concept. I'm listing my reasons. Please convince me otherwise.

I'm comparing Nano to Maruti 800, a car my parents and I have driven for years. We bought it new it for Rs.100,000 in 1989 when I was in my teens. Same price, just about 20 years ago. And remember today its not the largest selling car in India. I think its being phased out by Maruti.

EMI vs Price Tag
In the world of financing ppl have stopped looking at the price tag. They rather look at monthly outgo. The way I look at it, financing a maruti 800 over 7 years makes my monthly outgo around Rs. 3473 assuming @15% interest and price of Rs. 200,000 loan. Downpayment requirements on maruti 800 are are also fairly relaxed. Maybe 10% should be enough.

Same can't be said of Nano. I'd be surprised if any Bank is going to allow more than 5 years of financing on Nano. Considering the same variables except Rs. 100,000 loan for 5 years instead of 7 the monthly outflow comes to Rs. 2379.

So for an incremental Rs.1,100 monthly I can upgrade to Maruti 800.

Resale Value
We solf our Maruti 800 @Rs. 30,000 after 17 years of service in 2006. It lost 70% value over 17 years. For cars, buying decisions are greatly influenced by resale value. Maruti 800 offers industry's best resale value. Can the same be said of Nano? I doubt. A car that can't go more than 70kmph, can't be driven on the highways, I do not think it can retain its value over lets say 7 years in same ratio as a maruti 800. While I can sell a maruti -800 for Rs 100,000 after 7 years, I may not get more than 25,000 for a Nano(I know I'm guessing here, hopefully I'm not sounding unreasonable).

Given I'm loosing only Rs. 25,000(100,000 for maruti and 75,000 for Nano) more over 7 years, to me, tilts the balance in favor of Maruti

Limited Use
Maybe I'm repeating myself here. I have driven Maruti 800 from MP to Mumbai. I have driven it @100kmph without breaking sweat. It held up pretty nicely. Can Nano achieve this feat? I t can't go beyond 70kmph without wearing out its bearings. It does not have the power needed to overtake on a highway without which its actually hazardous to drive on a highway. To me Nano is for city use. Driving to office and back home.

Nano is a cheap second car rather than worthy first car. The first time car owners are unlikely to buy it for above limitations.

My verdict, Nano is unlikely to be a success. But then its important to define success before measuring it. I would define success as doubling the car market (volume) and taking 50% of it.

So Nano has to sell about a million cars a year in India to be successful.

Am I being unreasonable? I do not think so. I'm pegging 2007 mkt at around 1.4 million conservatively. Nano, should be able to create a market for itself. Adding another 1 million to 1.5 million other cars that would be sold in 2008. A million in 2009 would also be fine.

Will it make it? I vote a big NO!