Tata's Nano push will be big job creator

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Manu P. Toms

Mumbai, Dec. 2

Tata Motors' intense efforts to turn around the sagging fortunes of the Nano will create employment opportunity for many. The company has set up special access points in the 12 States where it has started open sales.

As many as 1,200 have already been recruited by the dealerships to man these 110 access points; at least a 1,000 more are likely to be hired as the company plans 100 more such outlets to take the Nano to customers in small towns and villages in these States.

The Nano is being showcased in specially created outlets, besides the dealership showrooms. When the company starts off-the-shelf sales in other States, the number of special access points will also grow, which will, in turn, create more openings at the dealerships.

“As we expand our reach, we will further recruit and adequately staff these access points. These individuals are employed by the dealerships and are specially trained by Tata Motors. The training modules include basic automobile technology training, product know-how, soft-selling skills, financing and understanding different customer segments and their needs,” said a Tata Motors spokesperson in response to a query.

The company is focusing on various marketing and finance initiatives to establish the low-cost car which is priced in the Rs 1.4-2-lakh range.

Despite the poor show in November — recording the lowest ever volume of 509 units — the company representatives maintain that retail sales are encouraging in various States.

Delays in availability and reports of fire incidents have dampened sales. The company says it faces a variety of challenges on the marketing front. “The profile of customers who want to buy the Tata Nano is that of the two-wheeler purchaser or those who do not own any personal mobility at all. Many of them do not know driving. We are addressing their questions through initiatives such as test rides and extensive interactions,” she said.

With car sales growing, manufacturers are expanding their dealerships and strengthening their sales force. Maruti Suzuki recently announced plans to hire 3,000 people for its service network.

Related Stories:
Coming soon, designer Nano for Rs 1 crore
Off-the-shelf Nano sales after clearing bookings

(This article was published in the Business Line print edition dated December 3, 2010)
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