Said to be targeted at the trendy, youthful, bold and stylish customer, Tata Motors has announced the launch it’s newly enhanced Nano range, the GenX, which goes on sale today back at its home country, India.
“The Nano has put India on the world motoring map by demonstrating innovation and frugal engineering. It continues to remain an important brand in our passenger vehicle portfolio and we have been constantly evolving the product to deliver the most relevant city car features like Easy Shift, Power Steering, the Hatch access, Bluetooth connectivity and so on, for the Indian market. The new GenX Nano is a smart, stylish, efficient and a practical city car which has strong potential in the compact hatch segment. After Zest and Bolt, the GenX Nano is our third offering under Horizonext and we continue to reach out to our customers with feature-rich products that offer best-in-class technology and design engineering.” said Tata Motors Ltd Passenger Vehicles Business Unit President Mayank Pareek.
Offering five variants (XE, XM, XT with Manual Transmission, XMA and XTA with Easy Shift AMT), the Tata Nano GenX gets a new front fascia wearing an Infinity motif grille, smoked headlamps, redesigned front and rear bumpers and a sporty integrated tailgate spoiler.
Inside there’s a new Tata signature steering wheel, Digital Information Display, and features an AmphiStream music system with integrated Bluetooth, CD, Radio, USB and AUX-in options mated to four speakers with surround sound effect. It claims to have a 110-litre luggage space, 4 percent better shoulder room and 6 percent better legroom than its competition.
The Tata Nano GenX is powered 624 cc, multi-point fuel injected, water cooled, naturally aspirated, 2 cylinder gasoline engine that produces 37 hp at 5,500 rpm and 51 Nm of torque at 4000 rpm, coupled to either a 4-speed manual transmission or 5-speed ‘Easy Shift’ Automated Manual Transmission (AMT). It also has a new 24-litre fuel tank for better millage.
Other notable highlights include an Electric Power Assisted Steering (ePAS) and, supposedly, enhanced safety features including crumple zone, intrusion beams, anti-roll bar and SUV-like ground clearance.
A feature-rich range that comes with latest technological advancements and offers best-in-class technology and design engineering
- ‘Easy Shift’ Automated Manual Transmission with ‘Sports’ mode for enhanced accelaration and ‘creep’ feature for heavy traffic maneuverability and parking ease.
- Comes with Electric Power Assisted Steering (ePAS), designed for light steering, for easy maneuvering in tight parking and driving situations in cities.
- Latest in design – Infinity motif grille, smoked headlamps, Tata signature steering wheel, sporty integrated tailgate spoiler
Comes with a 24 litre fuel tank for longer driving range
- Convenience of a 110L luggage space in the MT and class leading interior space with 4% better shoulder room and 6% better legroom than competition*
- Connectivity features like BluetoothTM, CD, Radio, USB & AUX-in and first-in-segment* Digital Information Display
- Enhanced Safety – crumple zone, intrusion beams, anti-roll bar and SUV-like ground clearance
- New range with Five variants – XE, XM, XT with Manual Transmission, XMA and XTA with Easy Shift AMT, catering to various needs of customer
The Nano continues to innovate and evolve in line with the needs of its customers. Taking the spirit of innovation further, Tata Motors today announced the launch of all-new GenX Nano range, a new compact, feature-rich hatchback for the trendy, youthful, bold and stylish customer. The new GenX Nano comes with advanced technological features which strengthens its value proposition, making it the perfect city car. The GenX Nano will be available for sale, across the country in over 450 Tata Motors sales outlets, from today.
The GenX Nano comes with a starting price of INR. 1.99 Lakhs, for the XE variant and goes upto INR 2.49 Lakhs, for the XT variant, in Manual Transmission. The Company has introduced two variants – XMA and XTA with ‘Easy Shift’ Automated Manual Transmission. The XMA variant will be made-to-order and will be available for sales from August 2015. The XMA variant is priced at INR. 2.69 Lakhs and the top-end, XTA variant is priced at INR 2.89 Lakhs and is available post the national launch. All prices are Ex-showroom, Delhi.
Unveiling the GenX Nano at the launch ceremony – Mr. Mayank Pareek, President, Passenger Vehicles Business Unit, Tata Motors Ltd., said, “The Nano has put India on the world motoring map by demonstrating innovation and frugal engineering. It continues to remain an important brand in our passenger vehicle portfolio and we have been constantly evolving the product to deliver the most relevant city car features like Easy Shift, Power Steering, the Hatch access, Bluetooth connectivity and so on, for the Indian market. The new GenX Nano is a smart, stylish, efficient and a practical city car which has strong potential in the compact hatch segment. After Zest and Bolt, the GenX Nano is our third offering under Horizonext and we continue to reach out to our customers with feature-rich products that offer best-in-class technology and design engineering.”
The GenX Nano was conceived around two years ago, as a result of constant feedback from existing and potential consumers. The new range has been designed and developed by Tata Motors and its supplier teams to meet world-class quality standards and bring sheer driving pleasure to the young and dynamic customers. Under the Company’s Horizonext strategy, this smart city car has been developed under three core pillars of Designext, Drivenext and Connectnext and is targeted at the young and young at heart.
About the GenX Nano:
DESIGNEXT: With the GenX Nano, Tata Motors has introduced a new Infinity design theme, in which, the well sculpted front and rear bumpers come with an Infinity motif grille giving the car a solid and planted look. The 94 Litre boot-space in the AMT and 110 Litre boot- space in the MT version can now be accessed more easily, through the openable hatch. Stylish interiors will be available in fresh and first-in-segment* colour themes. It is equipped with the new generation Tata signature steering wheel which adds to the new-age feel of the driver’s cockpit. The car will come in seven exciting colours – Sangria Red (NEW), Persian Rose (NEW), Pearl White, Meteor Silver, Royal Gold, Dazzle Blue and Damson Purple.
DRIVENEXT: The new range comprises of five variants, three with a four-speed manual transmission (XE, XM, XT) and two variants (XMA, XTA) come equipped with a five-speed AMT gearbox which is branded as ‘Easy Shift’ Automated Manual Transmission. The GenX Nano is powered by a 624cc, multi-point fuel injected, water cooled, naturally aspirated, 2 cylinder gasoline engine with 2 valves per cylinder. The engine produces 38PS power @ 5500 RPM and 51 Nm torque @ 4000 RPM.
The GenX Nano ‘Easy Shift’ AMT has an option of ‘Sports’ mode for performance oriented drivers. For ease of maneuverability in heavy traffic and during parking, ‘Easy Shift’ AMT comes with an in-built ‘creep’ feature, which helps the car to crawl as soon as the pressure is eased off the brake pedal, without pressing the accelerator. The GenX Nano continues to have the Electric Power Assisted Steering (ePAS) designed for light steering and for easy maneuvering in tight parking and driving situations in cities.
The new range comes with advanced structural stability and offers safety features like crumple zone to cushion frontal impact, reinforced body structure for enhanced frontal crash safety, robust side doors with intrusion beams for side crash protection, anti-roll bar for high speed stability and SUV-like ground clearance of 180 mm to tackle those rough patches on Indian roads.
The GenX Nano comes with a 24 litre fuel tank and has fuel efficiency of 23.6 Kmpl and 21.9 Kmpl, for manual and AMT variants respectively (as per ARAI certification).
CONNECTNEXT: Targeted for the youth, the GenX Nano also comes loaded with connectivity features — four speakers with surround sound effect mated to AmphiStream™ music system. This AmphiStream™ music system is compatible with first-in-segment, Bluetooth™, CD, Radio, USB and AUX-in options for today’s connected generation. The car also comes with Digital Information Display with features like Average & Instantaneous Fuel Consumption^, Distance to Empty & Gear Shift Indicator^.
Tata Motors has also introduced a wide range of specially designed GenX Nano accessories like Door Visors, Sunroof, Art Leather Seat Covers, Decals, Body kit, Reverse Parking Sensors, Remote Controlled Hatch Release etc., which will also be available at the dealerships.
With all these features, the GenX Nano is the coolest compact hatch in town and also comes with low cost-of-ownership. The Company will continue to offer the new range with the best-in-segment warranty of 4 years or 60,000 km (whichever is earlier).
The GenX Marketing
Tata Motors launched an exclusive and exciting campaign in April 2015 for all existing Nano Customers called, Power of 1+1 programme. Through this unique programme, Nano owners were offered the best market price for their old Nanos and were also offered a special bonus of INR. 20,000 in addition to the price of the old car. Additionally, Nano customers could also enroll into a referral programme, through which they would be awarded a cash prize of INR 5,000 for every referral. Due to an encouraging response, the Company will extend this programme till 30th June.
For GenX Nano, the company has a well-rounded micro-marketing strategy in place to cater to three broad customer groups, identified as the key Nano customers – the First Time Buyer, The Additional Car Buyer and The Replacement (Solus) Car buyer. This approach will encompass using various channels including television ads, print ads, digital & social media, mobile marketing, experiential marketing in urban and in emerging markets and dealership activations. Besides the Nano, the Company will also innovate in each of these platforms like motion-gesture technology on digital to ensure an exciting and effective communication package.