Tata's Nano, a Bigger Blockbuster than Apple's

Say the word "Nano" in America, and most people will think of a music player; say the word in India, the world's largest democracy, and people there will likely think of a car. The music player is Apple's, the car is Tata's.

You might think comparing the products with each other -- just because they're both called Nano -- is like comparing Apples to tandoori chicken -- but after reading Scott Carney's eyewitness report on the car (in the current issue of Wired), it's time for a rethink. Both Nanos are measures of corporate vision and success. Which is of greater significance?

Tata's Nano is a $3000 car with a roomy interior that accommodates a family of four. For a 1300-pound car, it's got a powerful engine that gets 47 miles to the gallon. And Tata could sell 30 million of them in India alone. Huge markets in Africa and South America await as well.

When some survivor one day writes the history of this current era of global transition and recalibration, Apple's Nano will likely get nary a mention. It's a bauble, merely, a trinket. Tata's Nano, on the other hand, will come to own the word. The car and the concept it embodies is world-changing. It also redefines a coveted piece of the American dream and makes it available to everyone, with no emigration necessary. A final chapter of the outsourcing story.

If you don't believe me, listen to what Scott Carney had to say when he got to sit behind the wheel of Nano.

Carney travelled to Tata's Engineering Research Center in the city of Pune and gained access to the top-secret mega-warehouse usually off-limits to outsiders. There, he met Nano, the car.

The engineers won't let me take it for a test run, but I'm allowed to settle into the driver's seat. The pedals feel good under my feet, and I imagine working them as I dodge Pune traffic. Since the engine is tucked next to the rear axle, I can comfortably fit my 6'2" frame behind the controls. That's unusual for any Indian car, let alone a cheap one.

And that's when it hits me. I had expected something like a matchbox with a motor. But this is a real vehicle. More than that, it's a cool machine. My reaction is visceral: I want one. And that's precisely the response the Tata group is counting on. The Nano is the kind of product that transforms a company from a massive global conglomerate into a massively cool global conglomerate.

My reaction is visceral: I want one. If Carney's reaction turns out to be universal, the Tata Nano could be the leading wedge of a re-imagination of personal transport. And much else.

After reading Carney's account, I couldn't help noticing the irony of last week's front page news about the American auto industry. A fall in US vehicle sales of 13%. A stunning second-quarter loss of $15.5 billion for GM. Cash reserves running low at all the big US automakers, now facing potential extinction. Really. Finally, they are racing against time to revamp product lines away from big vehicles, toward small.

But Tata, and India, are already beyond small, on the brink of Nano.

Comments

[Russycle]

Kudos to Tata, but what will be the effect of adding millions of new drivers in a world that's already stretching it's petroleum supply to the breaking point? Maybe GM can start building these, that would be interesting.

[JBS]

Maybe they can come up with a hydrogen fuel-cell version.

[PhilD]

When I think of 'Nano Nano' - I imagine Mork & Mindy. The word 'Tata' conjures a mental image as well, but I'll not describe that ;)

[sssteverrr]

Live simply, so others may simply live. ( Ghandi). A new lesson for Americans.

[amosdad]

Living in this land of comfort, wide roads, environmental and safety regulations - and still pretty cheap gas compared to the India, we dont realize how much of an unmitigated disaster this is for India. There are very few well maintained roads, traffic crawls along already, air emissions regulations are worthless, safety is not even an afterthought, public transportation is only for the poor.

Into this mix throw in the "nano" and imagine millions of such petroleum based "cockroaches" filling the streets of Mumbai, Delhi and Calcutta. Pedestrians will be shoved out of the way with these. Public transportation such as buses will never get the funding because more families will buy these guzzlers (yes relative to public transportation, they are!).

Why do we Americans think that transportation has to be "Personal" ? We are imposing our twisted social identities onto the third world now.

Yes, with the Nano, all Indians will be able to imagine that they live in the US - except that they wont be going anywhere - just sitting in traffic that continues to pollute and displace public transportation.

What a disaster!

[JScott]

Not only that as other countries emulate India and China and want these can the planet stand it, probably not.