The Tata Nano, the global 'value' segment and the implications for the traditional automotive industry regions

Wells, Peter Erskine ORCID: https://orcid.org/0000-0002-4376-7178 2010. The Tata Nano, the global 'value' segment and the implications for the traditional automotive industry regions. Cambridge Journal of Regions, Economy and Society 3 (3) , pp. 443-457. 10.1093/cjres/rsq009

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Abstract

This paper provides a case study of the Tata Nano, a low-price car designed primarily in and for the Indian market, and its implications for the developed industrial markets. While the Nano is a classic ‘disruptive’ innovation in an Indian context, this paper argues that the car and its emulators have the potential to undermine the viability of the European automotive industry whose business is premised on technological sophistication, premium branding and high price. In an era of greater austerity, the ‘value for money’ segment is the one with global growth potential in emergent markets as well. The paper concludes that policy makers in Europe will need to decide how to react to the rather different vision of automobility offered by the Nano.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Centre for Business Relationships, Accountability, Sustainability and Society (BRASS) Centre for Advanced Manufacturing Systems At Cardiff (CAMSAC) Business (Including Economics)
Subjects:	D History General and Old World > D History (General) > D880 Developing Countries H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce J Political Science > JA Political science (General) T Technology > T Technology (General) T Technology > TL Motor vehicles. Aeronautics. Astronautics
Uncontrolled Keywords:	Tata Nano ; Automotive industry ; Strategy ; Regional development ; Economic policy ; Price competition
Publisher:	Oxford University Press
ISSN:	1752-1378
Last Modified:	19 Oct 2022 09:43
URI:	https://orca.cardiff.ac.uk/id/eprint/22006

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