Tata Nano - Will it ever sell in vast numbers? The rest of the world looked on enviously as India's car-buying public were offered a genuinely new design of honest car at such a low price, with few pretensions and an honesty which has vanished from most European cars. Many hoped it would continue the honesty and success of Europe's people's cars and expected it to sell in vast numbers, yet this doesn't seem to be the case. Why not? Below, I describe its post-war austerity-beating European ancestors. One step up from German 'bubble-cars' and motorbikes, these cars put Europe back on track to its modern industry.
When in 1959 the British Motor Corporation launched Alec Issigonis's Morris Mini-Minor/Austin Seven (subsequently the Mini, for short) it initially didn't sell well. It took a few famous people to start using it for the car to become desirable. At the time it was revolutionary - front wheel drive, massively roomy for its miniscule exterior dimensions (3 metres and 5 cm bumper to bumper) and it handled like a race car with rubber cones for suspension. The engine was an existing, conventional design but mounted cross-wise - a first - to save space. Its wheels were just 10 inches in diameter, famously its designer stated that a car which didn't have a brilliant ride was safer, as on a long journey you wouldn't be lulled to sleep and would be forced to take a break! On first experiencing the car, Enzo Ferrari said he was pleased it wasn't as pretty as his cars - implying it was as enjoyable to drive. The Mini was produced until 2000, for 41 years.
Italy is famous for its ability to imbue its small cars with character and huge amounts of charm - it didn't fail with the 1957 'Nuova 500' (new 500), even though this car was even more spartan than the Mini or 2cv - and lighter. It was also less boundary-stretching, with no real innovations or remarkable features. Its air-cooled inline twin cylinder engine sat at the back of the car, driving the rear wheels. Only two seats were originally provided and in the back of this tiny car (even shorter than the Mini) there was an unfurnished bench. The public didn't take to the car readily, prefering their motorbikes and pre-war 500s. Slowly the car became a little more powerful, a little more comfortable and slightly better equipped and sales steadily rose. Even though the car feels very cramped inside compared with its French and British contemporaries, with a buzzy and vibration-prone engine, its cuteness overcomes any failings. It remained in production until 1975, just 18 years.
Citroën, Europe's single largest and most prosperous mass motor manufacturer in the early and mid-twentieth century, had launched their cheap people's car for France in 1948, having redesigned the all-alloy original (which never reached the salesrooms due to the German invasion) in secret during WW2. Its engineering was heavily influenced by the aeronautical influences of its designers, being both hugely strong, extremely lightweight and with advanced engineering, with little respect for consumer expectations. It was also front wheel drive (not a revolution for Citroën) and had a lightweight aluminium air-cooled flat-twin which was both simple yet sophisticated, mounted in the nose of the car on the separate chassis. With a canvas roof for practicality, large wheels and compliant suspension, the car could go anywhere and was very tough. It was roomy, economical and very comfortable. The rear seat lifted out in seconds, the body panels were as easily removed for repair. With no cylinder head gaskets, no distributor, no radiator and associated paraphernalia, it often gave instinting service for over 20 years with nothing more than the odd oil and spark plug change - and its tyres could last for 100,000km. From the very beginning, the car was in massive demand, to the extent the company limited supplies to the most needy in the initial years of production. The last car rolled down the production line in 1990.
Beyond the obvious similarity of its rear engine driving the rear wheels, there appear to be other similarities of the Tata Nano with the little Fiat. It doesn't try to break any barriers with the driving experience or its engineering, but does the job expected of it easily and effectively. As with the Fiat, it sounds to me that its sheer minimalism is perceived as being rather poverty-stricken, so the company has continuously made improvements and additions. But the styling is smart and modern, it will carry four people and there is adequate luggage space. With such a small engine the economy is impressive and there is far less pollution and infinitely more safety than with a motorbike.
The lack of innovative engineering didn't prevent the little Fiat from selling in vast numbers - equally, the little Citroën and BMC Mini made very little money in sales profits for its makers. With Tata having suffered at least two PR disasters relating to the car and with some criticism for it not being of sufficient Indian design, it isn't yet selling really fast. The first Minis didn't either - they also suffered from body water leaks (its testing had been in Spain) and clogged carburettor jets (ladies cleaning the inside of the fuel tanks had used the wrong sort of duster!). It was designed by a Greek, born in Turkey who was first cousin once removed to a BMW director.
Will the Nano's sales start to pick up? It has much more competition than any of the three European cars I describe above and Tata is a relative newcomer to the small car market. With a few additions and perhaps a little more power, it will no doubt do a little better. Surely an Indian manufacturer can make a success of the little car? If they don't, then they will have learnt so much that their second attempt would be more likely to succeed. The potential for sales is so massive - not only in India but throughout Africa as well. Tata has the opportunity to become a global name, with profits to send them into the 22nd century.
I look forward to hearing the Indian motorist's feelings about the Tata Nano - do you regard it as a good car or not?
Last edited by FlatOut : 27th June 2013 at 08:09.
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