The car was there and the price was nearly what Tata had promised (the fall in commodity prices since August 2008 seems to have helped).
The next challenge was to do the right things with marketing and selling the car.
The Tata Group has always been conscious of its image. Accordingly, it did not want a black market to evolve around the Nano. Otherwise, it would become like any auction of government flats.
Hence, Tata Motors decided to take bookings directly from the prospective customers. Only one booking per head was allowed. The first lot of allotment would be done through a computerised draw.
Its dealers will not be able to create a shortage scenario and pocket an illegal premium, though they will still get their commission as the delivery to the customer will be made through them.
Image: Nano launch in New Delhi on January 10, 2008. | Photograph: Rajesh Karkera
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