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Tata Motors is part of a luftwaffe of affordable car-makers taking on the world. The new crop of automotive liberators are primarily originating from Asia and Eastern Europe – regions that are predominantly developing territories and have populations characterised by lower purchasing power but high aspirations. Companies like Dacia (Romania), Proton (Malaysia), Kia (South Korea) and Tata Motors (India) are the messiahs of affordable transportation for the masses. These manufacturers offer personal commute solutions in not only their respective regions, but the global market as well. Tata’s Indica, Dacia’s Logan, Proton’s Waja-Wira and Kia’s Sportege have been primary drivers of this new club. Products which may not be niche, but extremely competent in terms of pricing and practicality. But the biggest issue these manufacturers face is that markets that have the highest automobiles sales (US, China) are not necessarily looking for low-cost options, but for innovative and even environment-friendly (hybrid) alternatives; options these firms cannot offer...

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Source : IIPM Editorial, 2006

An IIPM and Malay Chaudhuri – Arindam Chaudhuri Initiative

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