India's Tata Nano Car (FOLLOW UP)
Ben Preiss — January 11, 2008 — Autos
References: nytimes & news.yahoo
We mentioned in April that Tata Motors will be releasing the world's cheapest car. Very soon this cute $2,500, 624 cc, 33 HP little buggy will be tearing up the streets of India bringing new car ownership to a burgeoning middle class. The low price is made possible by India's lax safety (no air bags or ABS here) and emission standards. Let's not rush to judge, they are probably safer and cleaner than the scooters and motorcycles they are replacing. The Nano's German made rear mounted Bosch engine is said to power it to a top speed of 75mph, although the wheel bearings were not designed to go over 45mph (another cost reducing decision). For $2,500 you get one windshield wiper, no radio, no passenger side rear-view mirror, no AC and a trunk big enough to hold a brief case, but hey, the whole car costs about the price of the optional DVD player on the Lexus LX 470 sport utility vehicle.
Trend Themes
1. Affordable Car Ownership - The trend of low-cost cars like the Tata Nano presents opportunities to provide affordable transportation options to a growing middle-class market.
2. Lax Safety and Emission Standards - The relaxed safety and emission standards in countries like India enable the production of cheap cars, but also present opportunities for disruptive innovation in the development of more efficient and environmentally friendly vehicles.
3. Minimalist Design - The minimalist design of low-cost cars highlights the demand for basic transportation options, opening avenues for innovation in simplified and cost-effective vehicle designs.
Industry Implications
1. Automotive - The automotive industry can leverage the trend of affordable cars to tap into emerging markets and cater to the growing demand for inexpensive transportation.
2. Automobile Manufacturing - In countries with relaxed safety and emission standards, automobile manufacturers can explore disruptive innovation opportunities to develop affordable, eco-friendly vehicles without compromising safety features.
3. Automobile Accessories - With basic features and limited amenities in low-cost cars, there is potential in the automobile accessories industry to create innovative and affordable add-ons that enhance the user experience for budget-conscious consumers.
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