This Nano doesn’t shuffle

But it can carry you from point A to point B. The Tata Nano.

The much anticipated Nano (a name I don’t really care for much) was unveiled today amidst much fan-fare. Touted by Tata as ‘the people’s car’, it is the world’s cheapest automobile. Additionally, if you are so inclined to think such manners, it is an ‘environmental nightmare’ (even though there seems to be evidence to the contrary) and an assertion of India’s growing economic might [1].

Speaking of global might, it is possible that in addition to the cheapest car, Tata will also own some of the most expensive brands if their bid to buy Jaguar and LandRover goes through. Talk about a spectrum.

[1]: Check the link – even while talking about cars, there is a sly dig at the recent cricket controversies. 🙂

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Jaguar’s potential sale to Tata, however, hasn’t made everyone happy. US car dealers apparently think it will dilute the brand value (of Jagaurs).

“I don’t believe the U.S. public is ready for ownership out of India of a luxury car make,” Ken Gorin, chairman of the Jaguar Business Operations Council, told the Wall Street Journal. “And I believe it would severely throw a tremendous cast of doubt over the viability of the brand.” (link)

Hmmm…..I can imagine the before and after scenes. Pre-takeover:

Customer: I want to buy a luxury car.

Dealer (showing a Jaguar): How about this one. It will break down often, cost you high maintainence, and is generally unreliable. But ….oooooh look……. it is a Jaguar, the Brits make it and Ford owns it.

Customer: hmmmm…..

Dealer: it is enormously expensive and a great status symbol.

Customer: Yay-diddly-doo – thats the one I want then. Where do I sign?

Post Tata takeover of the brands:

Customer: I want to buy a luxury car.
Dealer (showing a Jaguar): How about this one. It will break down often, cost you high maintainence, and is generally unreliable. But ….oooooh….. look it is a Jaguar, the Brits make it and errrr…an Indian company called TATA owns it.

Customer: hmmmm…..

Dealer: it is enormously expensi-

Customer (interrupting): ….wait did you say – India ? Dammit – I don’t know how to drive an elephant.!! And I really wanted something faster……..

Dealer: ….but sir, its still a car, in fact the same car as before – not an eleph-

Customer (interrupting again): and do I have to wear one of them turbans ? I can’t do that – everyone’ll think I am Osama !!!

Dealer: sigh ! forget about it.

PS – here is an even worse piece on Tata’s takeover bid: dripping with post-colonial angst. Will rant about it separately.

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