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A lesson for Detroit - Tata Nano
Key Excerpts from Article on Website of San Francisco Chronicle (San Francisco's leading newspaper)
Posted: April 11th, 2009
http://www.sfgate.com/cgi-bin/article.cgi?f=/c/a/2009/03/30/...
Don't dismiss the Nano as a small, poor man's car that will cause a mere ripple on the world market. The Nano is a radical innovation, with the potential to revolutionize automobile manufacturing and distribution. The tiny Nano incorporates three innovations, which together make it huge. First, the Nano uses a modular design that enables a knowledgeable mechanic to assemble the car in a workshop. Thus, Tata can outsource assembly to independent workshops that can then assemble the car on buyers' orders. This innovation not only removes costly labor from the manufacturer's side but also allows for distributed entrepreneurship on the dealer's side. Second, the low cost of the Nano comes from a combination of its no-frills design and its use of numerous lighter components, from simple door handles and bulbs to the transmission and engine parts. The lighter vehicle enables a more energy-efficient engine that gets 67 miles to the gallon. Third, at just 122 inches long, the Nano is one of the shortest four-passenger cars on the market, yet it allows for ample interior space. These innovations have enabled Tata to introduce the Nano at a base price of $2,000. The low price has triggered worldwide interest in the car and a surge of orders, even in a struggling auto market. The Nano has the potential of flourishing despite the recession or softening its sting because of its extraordinary low price. It's a radical innovation precisely because it is a poor man's car.
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