Business: Nano: The myth of the people\'s car

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posted by rsk4you 86 days ago
Now that the Nano has found a safe haven in Gujarat, one can hear the huge sigh of relief across the country as millions of potential car owners let out their breath. As the Tatas struggled with an obdurate West Bengal politician who was clearly impervious to the romance of the car -- proof even against the blandishments of a cute little 'people's car' -- it did appear that the collective automobile fantasy of this country would come crashing down. But all is well, or so it appears, as India's toughest and reputedly the most efficient chief minister sets about putting the Great Indian Car Dream back on track. Notions of nationalism are more closely identified with automobile manufacture than any other activity and that explains why so much pride and hope is being invested in Ratan Tata's Nano. Of course, the primary interest in the Nano, both nationally and globally, is its price tag. The Rs 1 lakh or $ 2,500 price at which the basic model will be sold makes it the ultimate 'people's car', the most affordable set of four wheels invented so far. As millions here get starry-eyed over the possibility of graduating from their lowly two-wheelers or straight to their very first car, it would be instructive to look at the history of other 'people's cars'.
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