LyrArc Article Gist
Tata has a couple of things going for it to make a car at a price under $2500- a different vision behind it and a longer term idea of the market and its opportunities for Tata Motors. This is a personal vision of Ratan Tata, the last in the series of Tata family members who have run a company that was at the leading edge of industrialization in India since British times in the closing years of the 19th century. He sees this as a way to bring a car that is affordable to millions of Indians, the average Indian, just as his father and great grand father were pioneers in India's early steps towards industrialization. This also will serve another purpose. It will provide momentum to India's manufacturing base by putting India's auto industry on its way to sell cars by the millions in the next ten years. The cost was a challenge to Indian engineers ingenuity. It would help them develop something from scratch from a clean slate, and as he hoped reinvent the car if possible. The cost also was doable in India because of the wages paid to Indian engineers and workers are different. The entire cost structure with suppliers like Bosch providing the engine also and internet purchases of parts coming under a completely different way of doing business, again a reinvent of things. And the skimping on a lot of basics like a radio is possible in the Indian context where the inital target market is the scooter family of which in India there are millions. People who would simply be waiting for such a bare bones car, not see it as such because it is a great advance over a scooter even in terms of safety. What most people who have never been to India would not be able to grasp is that a whole family of four can be seen riding on a scooter or motorbike in India on weekends in Indian urban areas. Tata's idea of the market potential is the way it can ride the next stages of increasing incomes in India. Once it has come up with this car it can come up with enhanced versions with an airconditioning and radio and so on, and still price it way below competitors with Tata's quality and brand name and innovative design. As long as Tata can sell all the cars it makes it can expand production rapidly. Tata's costs for engineering a top selling model may be only 20% of the $350 million it costs western companies, according to Alix Partners, with savings of $300 to $1000 per car right there. Labor costs are about $1.20 per hour in India, less than what auto workers make in China, this provides more cost savings. Tata plans to supply kits to dealers who will do the final assembly in small workshops. This distribution strategy will save Tata another chunk of costs, as about 20% of the car's cost is in distribution in the USA.