This is how new markets are made, and how worlds are changed! Today, Tata released their latest car. It was a car that all of their rivals said could not be made. About 5 years ago, Tata announced that were going to build a car that would cost less than 100,000 rupees, or US$ 2,500 (the price of a DVD player in most luxury cars).

Today, they unveiled it in India. See the early news reports here and here.

It is the Tata Nano. And, besides being a 5 door sedan, seating four, with just less than 650CC power, it also has remarkable fuel efficiency (20km/l), top speeds at 100km/h, meets all emissions standards and all safety standards, too. The deluxe model will have aircon. See the Reuters “factbox” for details. At this price, it is bound to be attractive to those who have not been able to enter the car market in the past.

It is no surprise that a car for the people in the “bottom half of the pyramid” should come out of India (see previous post on selling profitably to the world’s poor). For some, it may be a sad truth, but it is true nonetheless: unless companies make money out of supplying goods and services to the world’s poor, they won’t. But Tata shows yet another example of how this can be a win-win for everyone.

With a car like this, Tata will create a new market of car drivers, and are poised to conquer the world. I wish them well!