Tata To The Rescue!

January 9, 2008

Two years ago when I was in Milano, Italy, I was more than impressed with the “Smart Car“. We Americans simply are not realistic about transportation; however, $5 a gallon gasoline could change our paradigm real fast! When I returned home, I discovered that I could not buy a Smart Car until this year- ’08! But, maybe I should wait for the latest rage- the Tata!

As the price of gold moves towards $900 an ounce and oil towards $100 a barrel, something has to change! So, credit the 18th largest automobile manufacturer (in the world) with some creative thinking! Someone needs to be creative!

Just a little over a decade ago, Tata embarked on the unthinkable- the unrealistic!

Could a car be built that would provide a more stable, safe and protective set of basic transportation at an affordable price point of say $2,500 US$? Obviously the initial answer was NO! But, come this Thursday, January 10th just such a car will be unveiled. So, while the United States stock market got off to it’s worst start since 1932 (because we’re not changing), India, China, and other nations are being highly innovative.

So, how could India engineers create such a vehicle? It was initially thought that such a car would be go down the same route as some microcar makers had shown: bare bones basic and almost akin to a four-wheeled autorickshaw. However all that changed midway through the project when Tata decided, in the face of zealous skepticism and also the apparent living in denial allegations from other more illustrious car makers that such a car could even be thought of for only 2,500US$.

The engineers decided to totally reinvent the manufacturing process! Think outside the box!

What will be revealed on January 10 will be a properly designed and built car which could have been done by any other car maker in the world but they shied away from it, much like we keep NOT producing or making cars that can get 50+ miles per gallon. But, Ratan Tata doggedly stuck to the “mission impossible” for almost a decade to come up with what promises to be the most cost effective people’s car in the history of the automobile.

While Tata has come up with the most radical design and affordability, the competition is now waking up as well. Fiat Auto will be showing off its small car skills with the Grande Punto and Linea saloon which will get an Indian-premiere at the expo on January 9. Both these models will be made in India later in 2008. And, Alfa Romeo is also getting in on the trend- quickly!

Tata!

Written by Ernie · Filed Under Daily Commentary