MUMBAI, India — What does it take to build the world’s cheapest car?
For Tata Motors of India, which introduced its ultra-cheap car this week, the better question was, what could it take out?
The company has kept its new
vehicle under wraps, but interviews with suppliers and others involved in
its construction reveal
some of its cost-cutting engineering secrets — including a hollowed out
steering-wheel shaft, a trunk with space for a briefcase
and a rear-mounted engine not much more powerful than a high-end riding
mower.
The upside is a car expected
to retail for as little as the equivalent of $2,500, or about the price
of the optional DVD player on the
Lexus LX 470 sport utility vehicle.
The downside is a car that would
most likely fail emission and safety standards on any Western road, and,
perhaps, in India in a few
years, when the country imposes tougher environmental standards.
But Tata is not looking to ply
California’s highways. Instead, the company wants to provide four-wheel
transportation for the first time
to people accustomed to getting around on two, including hundreds of millions
of Indians and others in the developing world.
Even so, the “People’s Car”
(a nickname, since Tata has kept the real name under wraps, too) may ultimately
affect what many
people drive around the world, since it is part of a broader trend among
carmakers to try to build less expensive cars.
“It’s basically throwing out
everything the auto industry had thought about cost structures in the past
and taking out a clean sheet
of paper and asking, ‘What’s possible?’” said Daryl T. Rolley, head of North
American and Asian operations for Ariba, which helps
supply parts to Tata, BMW, Toyota and other carmakers. “In the next five
to 10 years, the whole auto industry is going to be flipped
upside down.”
The French-Japanese alliance
Renault-Nissan and the Indian-Japanese joint venture Maruti Suzuki are trying
to figure out how to
make ultra-cheap cars for India. And struggling Western automakers are looking
to see where the cost-obsessed ethos of the
developing world can help their bottom line. In the most recent example,
Ford was expected to announce Tuesday that it would
make India its manufacturing hub for low-cost cars.
Some analysts are predicting
that just as the Japanese popularized kanban (just in time) and kaizen (continuous
improvement),
Indians could export a kind of “Gandhian engineering,” combining irreverence
for conventional ways of thinking with a frugality born
of scarcity. Or, as Indian auto executive Ashok K. Taneja describes the
philosophy, “When I need silver, why am I investing in gold?”
Some of the few people who have
seen the car describe a tiny, charming, four-door, five-seater hatchback
shaped like a jelly bean,
small in the front and broad in the back, the better to reduce wind resistance
and permit a cheaper engine. “It’s a nice car — cute,”
said A. K. Chaturvedi, senior vice president of business development at
Lumax Industries, a supplier in Delhi that developed the
car’s headlights and interior lamps.
Driving the cost-cutting were
Tata’s engineers, who in an earlier project questioned whether their trucks
really needed all four brake
pads or could make do with three. As they built Tata’s new car, for about
half the price of the next-cheapest Indian alternative, their
guiding philosophy was: Do we really need that?
The model appearing on Thursday
has no radio, no power steering, no power windows, no air-conditioning and
one windshield wiper
instead of two, according to suppliers and Tata’s own statements. Bucking
prevailing habits, the car lacks a tachometer and uses an
analog rather than digital speedometer, according to Mr. Taneja, who until
recently was president of the Automotive Component
Manufacturers Association of India, representing many of Tata’s suppliers
as they signed deals with the company.
Frugal engineering pervades the car’s internal machinery, too, with even greater implications for the vehicle’s safety and longevity.
To save $10, Tata engineers
redesigned the suspension to eliminate actuators in the headlights, the levelers
that adjust the angle
of the beam depending on how the car is loaded, according to Mr. Chaturvedi
of Lumax. In lieu of the solid steel beam that typically
connects steering wheels to axles, one supplier, Sona Koyo Steering Systems,
used a hollow tube, said Kiran Deshmukh, the chief
operating officer of the company, which is based in Delhi.
Tata chose wheel bearings that
are strong enough to drive the car up to 45 miles an hour, but they will
wear quickly above that speed,
reducing the car’s life span but not threatening consumer safety, according
to Mr. Taneja. The car’s top speed is 75 miles an hour.
Reducing the weight curbed material
costs and enabled the company to use a cheaper engine. People familiar with
the car describe
a $700 rear-mounted engine built by the German company Bosch, measuring
600 to 660 cubic centimeters, with a horsepower in the
range of 30 to 35. By comparison, the Honda Fit, one of the smallest cars
available in the United States, has a horsepower of 109.
According to industry experts,
the car runs on a continuous variable transmission, a lighter alternative
to manual or automatic
transmissions.
Though it was never popular
in the United States because of its often sluggish acceleration, continuous
transmission was once
widespread in Europe and has resurfaced in the United States in vehicles
like the Nissan Murano S.U.V. and the Toyota Prius.
While Tata reverted to old technologies
in places — Leonardo da Vinci conceived an elegant precursor to the continuous
transmission
in the 15th century — it embraced cutting-edge sourcing practices, said
Mr. Rolley at Ariba, which has assisted both Tata and its
foreign rivals in buying parts.
Traditionally, carmakers cultivated
long-term relationships with suppliers, but companies have gradually embraced
electronic sourcing,
using Internet auctions that force suppliers to compete for business. But
even the most efficient carmakers buy no more than
10 percent to 15 percent of parts electronically, Mr. Rolley said. Tata
sources 30 percent to 40 percent that way.
Critics of the Tata car have
asked how a car that prunes thousands of dollars off regular prices can
possibly comply with safety and environmental norms. The answer may be that
the car comes at a particular moment in India’s development, when the country
is
affluent enough to support strong demand for automobiles but still less
regulated than developed countries.
Tata officials say the car will
comply with all Indian norms. But they are changing. India’s major cities
plan to adopt the Euro IV
emissions standard in April 2010, requiring a 35-fold reduction in sulfur
emissions over the current Euro III standard, according to
Anumita Roychowdhury of the Center for Science and Environment in New Delhi.
New safety rules mandating air bags, antilock brakes and full-body crash tests are also coming, Ms. Roychowdhury said.
She said it was unlikely the car would be able to keep its populist price tag once those regulations take effect.
And the car may be less environmentally
friendly than it claims. Unlike cars in the United States, Indian vehicles
do not have to
come in for regular inspections after they are on real roads, which often
batter the systems that curb emissions.
Michael Walsh, a pollution consultant
and former United States Environmental Protection Agency regulator, said
that a car so
cheap was likely to lack the complex technology to maintain its initial
level of emissions and that without such technology cars
could soon be producing four to five times their initial pollution level.
“It strikes me as impossible that such a vehicle will be a very clean vehicle over the life of the vehicle,” Mr. Walsh said.
In a recent interview, Ratan
Tata, chairman of the Tata Group, also suggested that the car’s lightness,
while favorable for the
environment, had frustrated efforts to make it safe. “We will have far lower
emissions than today’s low-end cars,” he said.
But, he added, “the emissions standards were much easier to meet than the
crash test.”
In most American cars, safety
features alone cost more than $2,500, said Adrian Lund, president of the
Insurance Institute for
Highway Safety in Arlington, Va. But, he added, “if what we’re talking about
in India is people having the option of getting off the
streets, from motorcycles and bicycles where they are at risk from bigger
vehicles, this may actually be an improvement of the safety environment.”
Even if the Tata car never drives on Western roads, the philosophy behind it will influence global car makers, Mr. Rolley of Ariba said.
Manufacturers are searching
for ways to make small cars for the middle class in India and China; to produce
small cars for their
own markets, hurt by rising gas prices; and to improve the profit of existing
larger cars. Tata’s car would be mined for applicable
lessons, Mr. Rolley said, predicting that more would be designed with cost
in mind.
In one past example, after Renault-Nissan
began making cheap cars in Romania, it transferred low-cost engineering
techniques
to its plants producing more expensive models — for example, making doors
flatter so they could be stacked in greater volume
in shipping containers, according to Pauline Kee, a Nissan spokeswoman.
Consumers in wealthy nations can perhaps expect more hollow steering shafts, actuator-free headlights and tiny trunks.
“This will be no different,”
Mr. Rolley said, “from when U.S. companies spent a whole decade in the ’80s
thinking about what
Japanese management techniques they had to adopt.”