23 March,2009 08:44 AM IST | | Tripurasundari A
Tata Motors is undecided yet, but small car enthusiasts are urging it to start selling the small car on the Net right away Waiting to be uncovered: These Nanos will be launched at Parsi Gymkhana in the evening today. Pic/Bipin Kokate
Car buyers waiting for the Nano are nearly unanimous they would buy online. Tata Motors hasn't yet put in place a mechanism for online selling, but a blog on its Nano site indicates how much people would like to beat the physical rush, and perhaps make an e-purchase.u00a0 Conventionally, marketers believe big-ticket deals are closed only at brick and mortar locations, but the Tata Nano seems to be an exception.
What's with online car buying?
>No waiting and jostling at dealer's
>No opening-closing time restrictions
>Company saves dealer commissions
>No customer-dealer bonding
>No test drive and hands-on thrill
>Online security a concern
Would you like to replace the car dealer?
Hussain Kattikatil, the first to post on the thread about online purchase, said he would transfer funds and book a Nano right away because "Tata's products never cheat". Nihar, who said he hailed from a village in Orissa, said he would be happy to book online, and thanked Tata Motors in advance for fulfilling his dream of owning a car.
Another poster, U L Mehta, said he would buy online but not before he had test-driven the Nano. "I would also welcome an online delivery date confirmation once I place an order," he wrote.
Check colours
Sujit Kumar said online purchasing should help buyers make colour and accessory choices.
Other posters, such as Dinesh Agarwal, described the idea as "faboulous" and urged Tata to quickly start selling online.
Some Net users are worried about online security, but not one of 70 posts denied the attractiveness of the e-purchase proposal.
But reservations persist. Replacing the dealer is not desirable, wrote Aviv Screwala, who believes customer-dealer integration is essential to a satisfying car owning experience.
No commissions
On the other hand, Jawaharlal Banerjee said online sales would mean savings on dealer commissions, and more customer benefit.
Since the Nano is positioned as a "people's car", it should remember that not everyone in India has access to the Net, Shreej warned.
"Is convenience of making the purchase at home enough to make an Indian consumer buy online? Or is an online discount the incentive?" wondered Subodh Marathe, marketing head, Tata Motors, in a post that kicked off the discussion.
Good idea?
Balaji, a HR Manager at a private firm said, "Online booking system is really a good idea. But only problem is the person who books should be having internet banking facility for making advance payment to the said account.
"I think many of them would prefer to go personally to the showroom and book it. Though I have internet banking facility, I prefer to go to the showroom and book it in person," he added.
Vishal Singh, who is waiting to buy a small car Nano said, "I think online booking will be very appropriate, I only wish while allotting the vehicle they follow strictly the seniority and there will be transparency, otherwise there is no point."
Srinivas, managing partner of a garment factory said, "Online booking facility of cars is a good idea. I don't think many of them would prefer to book online. There are advantages and disadvantages. I rather like to go to the showroom, make the payment personally and book it. I don't want to take any risk."
A Ramu, principal of a computer coaching centre said, "I definitely welcome this idea of online booking of cars as it is very easy for the people to book. Online booking is better as there will not be any problem with respect of seniority while allotting."
Nano or what?
For perspective, we check out what else you can buy for the price of a Nano. A Nano costs the same as one of these:
>>A bottle of premium single malt whisky
>>A fully loaded iMac
>>A Tag Heuer watch
>>A trip for two to Europe
>>2 kg of Kobe beef
And if you sell an M F Husain painting, you can buy yourself a fleet of 100 Nanos!
