· India Tata adjusts brand strategy to change low-end positioning

According to the "Nikkei News" reported on July 7, Jaguar Land Rover India's parent company Tata has been following the low-end model route, and the main low-end model of the world's lowest price car Nano. However, the car sales have been sluggish in recent years, and Tata plans to adjust its strategy to try to change the brand image of cheap cars.
The Tata Nano is powered by a 0.624-liter engine, and consumers are not buying this cheap model, so the car sales are extremely unsatisfactory. In FY14, Tata’s market share fell more than half, from 14.1% three years ago to 6.2%.
The above situation has caused Tata to rethink its product strategy. The company decided to shift its strategic focus from the original entry-level model to a slightly higher-end model, and hopes that the new design will help it gain a double-digit share in the local market.
In August last year, Tata launched the Zest compact sedan, which launched the Bolt hatchback in January this year. The two models are priced at around $7,880. The new car looks more modern and is designed to attract more young consumers.

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