Resources

Oxyer, Dan / Deans, Graeme / Shivaraman, Shiv / Ghosh, Sudipta / Pleines, Ruediger / 2008. A Nano car in every driveway? How to succeed in the ultra-low-cost car market.
Executive Agenda, XI (2): 55-62.



Henry Ford’s historic promise in 1908 to “build a car for the great multitude” resulted in the production of more than 15 million Model Ts and created unprecedented mobility for consumers everywhere. Will India’s Tata Motors deliver on its equally bold promise to a new generation of consumers to bring the Nano to market for the “great multitude” at a price of $2,500?


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Region: East Asia, South Asia