I’m travelling out of India so hadn’t intended to blog on the launch today of Tata’s tiny Nano car, but am doing so because, surely, the hype has gone too far.
On the FT website there’s a piece by Suhel Seth, a well known figure in India’s social, media, and business circles, excitedly titled “Why India Needs a Nano”.
Arguably it’s something of an insult to India because it suggests that the country needs this small car because “in these troubled times, India needs a symbol of hope; a symbol of the possible”. It will not just be the launch of a car – “instead it will be the launch of a million possibilities”. This is sheer hype from my friend Suhel, who I believe advises Ratan Tata.
I don’t want to be a spoilsport, but what is all the fuss about?
There have been many small cars before around the world – a little Fiat 600 and a even smaller front-opening BMW Isetta 300cc three-wheeler “bubble car” (below) were for example familiar sights on Europe’s roads 40 or so years ago
OK, so the Nano’s basic ex-factory price will be one lakh rupees – that’s Rs100,000 – roughly $2,000 at current exchange rates.
And this means that Ratan Tata, who heads the Tata group and has direct managerial responsibility for Tata Motors, is personally honouring his promise to produce a car for that price.
But every buyer will have to pay more than one lakh rupees even for the basic model – probably nearer $2,500, though that is of course still less than India’s next cheapest car, Maruti’s 25-year old 800cc model which retails for about Rs190,000 upwards.
More significantly however, not many of this basic model will be built, simply because it will not be profitable. The economics of the exercise dictate that Tata Motors must focus more on higher priced models that can fetch higher prices, which it will do immediately.
And, unless Ratan Tata announces it later today, we do not know how these cost savings add up, nor the surely considerable contribution made to the low costs by the extremely favourable investment incentives that it was first offered for its blighted West Bengal factory at Singur and now has in Gujarat where the car will be made later.
These incentives on land price and tax and other concessions are of course available in other states for new factories, but would presumably not have been offered for Tata Motor’s main plant in Pune. (I will return to these figures later when I am back in India)
So let’s be realistic. Sure, Tata is today unveiling an exciting new small car – smaller than anything else on the India market. Other manufacturers – including India’s Bajaj Auto with Renault – are working on a similar size car, so Tata does seem to be heading where there will be a big demand.
That’s great, but the One Lakh Ratan Tata promise has become a branding gimmick and is well below the on-the-road price of most 0f the Nanos that will be produced.
And a proportion of the savings has come not from brilliant engineering or innovation but from state government subsidies, which will cost the tax payers of Gujarat in lost government revenue.
Secondly, if Ratan Tata really wants to do something for India, wouldn’t he have done better to develop a tiny car with serious fuel emission and fuel economy innovations, instead of simply a low cost brand that will further clog India’s already crowded roads?
So, on balance, is Tata really doing India many favours today?
This post is also on the FT.com website – see http://www.ft.com/cms/s/0/2b47c97e-178f-11de-8c9d-0000779fd2ac,dwp_uuid=a6dfcf08-9c79-11da-8762-0000779e2340.html