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Tata Motors launches Nano Twist

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Infusing fresh life into its micro car Nano, Tata Motors on Monday launched a new top end variant of Nano called 'Twist' at Rs 2.36 lakh, ex-showroom New Delhi.

Enhanced to fit its new positioning of 'Smart City Car', the car now comes with electric power steering for and comes loaded with improved beige interiors, new instrument cluster with driver information system, redesigned gearshift console and Damson Purple, a new colour. The price of Twist is 14,000 more than the existing top variant LX.

"About 55% of the population in this country is aged below 25. Nano in its new vibrant and youthful avatar offers a very good alternative to the youth of this country. We only expect the sales to go upwards from here," said Ranjit Yadav, president head, passenger vehicle business unit at Tata Motors.

The Nano Twist has features like remote keyless entry, twin glove boxes and a four-speaker music system with Bluetooth.

The car, aimed at the first time car buyers has increasingly found buyers who are using it as a second car in the family and has been reaching out to more youths.

Of the total number of cars sold by the company in 2012, only 20% of buyers fell in the age bracket of 18-34, the share more than doubled to 55% in 2013. To build the youthful and aspirational value around the brand, Tata Motors through its Awesomeness branding and marketing campaign, have worked with Masaba Gupta, fashion designer and for Nano Twist, it has already tied up with Sunburn festival. Tata Motors promises more on-ground activities and showcases in colleges to woo youth.

The company expectsthe Nano Twist variant sales to make up for 50% of its overall Nano sales going ahead. In the April to December of 2013, the cumulative sales of Nano have declined by a whopping 71.76% year on year to 13,391 units. The company is aiming to build family of Nano cars from Rs 1.55 lakh to Rs 3.25 lakh.

Last year, the company launched the CNG version with the EMAX variant, the Twist is the new addition to the family and going ahead the company plans to bring in a more souped-up version with a one litre engine.

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