Tata Nano

A brief explanation of the project

Tata Nano is a revolutionary car project that was inspired by the vision of Mr. Ratan Tata, the Chairman of Tata Group, to create a safe and affordable means of transportation for the Indian middle class families. Tata Motors Ltd, the flagship company of the Tata Group took this vision forward and created the history by unveiling the Tata nano in 2008.
The key challenge for the designers was to create a low cost, four-wheeled car which would not only meet the regulatory requirements but also meet the customer expectations to become a people’s car. The car was targeted to have the selling price of INR 1 lac (~ USD 2300) right at the time of its inception.
With such low pricing, the Tata Nano was certainly going to be the cheapest car in the world and hence there were apprehensions about it being inferior on quality, appeal and performance. Many people, including the automotive experts felt that creating such a car was rather impossible. However there was no compromise done and the young & dynamic team working on the product proved all the speculations wrong - the Tata nano was unveiled in Delhi in January 2008 at the committed price.
Since it was unveiled, the car attracted the attention of the entire world including the automotive giants. The car has been launched in India just last year and is becoming very popular in cities as well as rual areas. It is also being launched in neighboring Asean countries.

How will receiving the World Design Impact Prize raise awareness of this project and further develop its impact?

Tata Nano is not just a car but the revolution that has changed the long held paradigms/ believes within the industry, not just in India but worldwide. It has become a metaphor for almost every breakthrough innovation where companies ask themselves ‘what is their Nano-product?’ It has created a big buzz around the world with its design, appeal, practicality and certainly its cost. A global recognition like ‘World Design Impact prize’ would reemphasize and endorse the creativity of the designers of Tata nano and encourage the designers worldwide to come up with similar innovations for the benefit of global community.

What are the benefits this project has had, and will continue to have, on the community of interest and how will it "create a better world through design"?

Tata Nano, a unique blend of innovative design and frugal engineering, successfully combines the Form and Function in perfect harmony. Its compact rear-engine layout allows short overhangs maximizing the interior space. The tallboy design allows easy ingress, egress and reduces its foot print on the ground. Especially in India, Tata Nano is considered as an icon for India’s emerging middle class who now can afford to own a car for their family. It is equally popular among the people who already own car/s. It provides a unique social status and identity to the owner reflecting novelty, liveliness and environment consciousness.