Tata Motors is India's largest automobile company that was founded in 1945. In 2008, it acquired Jaguar Land Rover. Tata launched the Nano in 2008 as the most affordable car, but it failed due to being perceived as cheap and low quality. It caught fire which damaged perceptions. Tata repositioned the Nano in 2013 as a "smart city car" with improved features to change its image from a cheap car. The lessons are the importance of understanding consumer behavior and developing effective positioning strategies.