A promise is a promise.”
-Mr. Ratan Tata, Chairman, Tata Motors
Logic says making promises is one thing but sticking to it and delivering is a different ball game altogether. After all, how many of us Indians really stick to our promises that we make and deliver truthfully? Maybe only some of us.
India. A country of more than 1.5 billion people. A country, once proudly known as “a golden bird”.
Logic says that a golden bird must have golden resources and minds and a golden finesse to fly.
Logic says that in order to attain golden targets, you have to think out of the box, that is, use your golden brain to score a golden goal.
Logic says that in a country where still only 8 in a 1000 people can afford to own a single car, something different, out-of-box automobile has to be designed with only one thing in mind-cost and back to basics engineering.
India-a country where 60 % of GDP comes from services sector also happens to be home of the world’s largest population below 30-a tender age and that age where majority of people actually buy their proper “first car”.
Still, more than 65% percent are engaged in agriculture which hardly contributes to just about 20-25 % of India’s GDP, so where do they go?
These people can’t even afford their basic necessities-roti, kapda aur makan (Food, Clothing and Shelter), leave alone of dreaming to even own a cheap car.
Logic also says that In a country where a huge number of persons are killed in road accidents every year, safety should be of prime importance while designing a car for our country. But, after all, how much percentage of car buying public cares the hell about safety? Less than 1% at the most?
Logic says that in a country where “more for less” rules, that is discounts and mileage with resale, cracking the car market can prove to be a hell of an experience for many manufacturers.
However, logic also says that despite all the odds, our public needs a car at a price that majority of urban and semi urban buyers (with a hint of rural buyers thrown in), that is the lower middle class can actually afford and proudly call it their own.
There are perhaps, countless used cars available for the target price (Rs. 1,00,000) but all of them are either abused, or obsolete, or phased out etc. Besides, owning a “brand new” car for a lakh can be an altogether different experience rather than owning a bruised and battered decade old used car.
Logic told Mr. Tata’s brain
“Look, Mr. Tata, the entire country loves you. Just look at that family of 4 riding on a two wheeler. Husband facing a difficulty controlling a motorcycle with a child sitting on his front, with his wife sitting on his back holding her baby/ child dangerously trying to maintain balance.”
Don’t you think that these people should deserve the safety and comfort of a proper mass produced motor car? The car that goes back to basics in terms of simplicity in design, engineering, safety, comfort and above all, affordability?
It was this logic that prompted Mr. Tata to come up with an idea that no one on earth has never came before- designing a car keeping cost factor in mind, and a shocking price target-RS. 1,00,000.
The year-2003. The project was announced. The entire world was in shambles, stunned, shocked, scratching their heads as how can ever a project like this can be feasible?
Onto the review CLICK HERE Review TATA NANO
The world defined the word “logic” in an illogical manner for this project as:
- The car may be 2 attached scooters with a tent
- The car may have plastic body panels
- Is it an auto rickshaw on 4 wheels?
- What about pollution, safety and comfort?
- Will it even have an engine?
- A bread box attached on 4 cart wheels?
Ok, enough of it. Critics questioned the feasibility of the project, citing that the dream may never be accomplished, and that we do not have the required infrastructure or resources to carry out the execution of making this dream come true.
Moreover, rising cost of raw materials like steel, plastic etc made life difficult for Mr. Tata to undertake the challenge and come out with a triumph.
However, the “logical” world failed to understand a new word, “ingenuinity”.
Tata motors were masters in low cost design, engineering and mass production and again, few small cost cutting measures would lead it to big savings, was the company’s logical motto.
The results of this motto is out.
January 2008. Auto Expo. New Delhi. The world is waiting. We are waiting. And waiting. And finally, Mr. Tata arrives in his masterpiece called the Nano. Yes, the car the world has been closely watching and waiting for the past 4 years.
The dream became a reality. India is going ga-ga over it. The car is affectionately called as “lakhtakiya”.The world is shocked. Stunned. Awed. Drooled. How is this possible?
Yes, the result is in front of you and the Indian engineers have made our country proud by conceiving, designing and producing a car for a lakh, touted as the world’s cheapest car.
Mr. Tata is proud of fulfilling a dream that every lower middle class Indian wanted- basic transportation of 4 people in the safety of a 4 wheeler at a price they can actually afford.
A new plant in Singur was already nearing completion, and the planned capacity of 2,50,000 units per annum was already put in place meant that the car would be launched as planned, in 4th quarter of 2008. Time for public to test Mr. Tata’s latest creation and give feedback. Time for people to get hands on one. A car that they can proudly call it “my car”.
But there is trouble. A series of agitations lead by Mamta Banerjee claiming that the land is reclaimed forcibly from farmers and that the compensation being paid is not sufficient meant that the long awaited car is delayed even further.
Making matters worse is that she is reluctant. Fighting. And fighting. And finally forcing Mr. Tata out of Singur. Again, the projct ios delayed by 6 months.
Meanwhile, rising prices of steel and other raw materials meant many questions were raised that if ever the car is launched, the finally price had to be jacked up or every car sold will be at a loss, not good for a conglomerate the size of Tata.
Logic says that despite all odds, the one who keeps promise, delivers and with triumph is the winner in public’s eye and garners respect. And love.
“Where there is a will, there is a way”.
March 2009. Mumbai. The car is finally launched, and at a promised price of 1 lakh, ex factory and rolls out of their makeshift plant in Pantnagar, Uttarakhand while a new mother plant has been shifted to Mr. Modi’s home in Gujarat, to be completed by Fall 2010.
Bookings start, and more than 2,03,000 are booked. No test drives for common people. Huge booking amount, 95% of the showroom price of the car. Despite these odds, the bookings are satisfactory.
July 2009, deliveries finally start after announcing the first lucky 1,00,000 allottees via-a computer generated draw.
Among the first to get cars is an undisclosed dealer which was courteous enough to allow me to take the car through its paces and compile a review, exclusive for carpsyche.com.
Once again, presenting the complete Tata Nano review, from the point of a common man.
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