STRATEGY: Understanding the Indian car market

The Datsun Go starts at US$5,340. Only in India is such low pricing possible at the moment.

Staying in India for a couple of days has enabled me to get a much better understanding of the Indian new car market and its dynamics which have very unique characteristics. In fact, not only is India very different from any other new car market in the world, but its logic pre-empts that of many future developing markets, at the centre of which most of Africa. With the main notion to remember being ‘bottom-up innovation’ to achieve even lower selling prices, understanding India is essential in today’s worldwide automotive scene.

1. Why India matters

Ever wondered why so many India-exclusive new cars were unveiled at the Delhi Auto Show in February compared to the relative small size of its new car market (2.5 million units in 2013 vs. 20.9 million for China)? That’s because on top of the enormous growth potential, making and selling cars in India requires a very different set of skills. And the manufacturers that are getting good at it are taking a decisive advantage into succeeding in tomorrow’s developing markets, because they will know how to make cars so cheap they can sell at a profit even in Africa – which is, believe it or not, the new China (a much more detailed analysis of this last point will be published soon).

To be successful in India, cars need a price tag so much lower than in most other markets, that new thinking is needed. An Indian trademarked way of innovating that is adapted to local conditions, constraints and revenue levels. The ‘old ‘way of creating low-cost was to engineer down from more sophisticated products by cutting cost through tried-and-tested platforms and economies of scale. The new way is to engineer up from scratch a product that is game-changingly cheaper with a mix of bare bones elements and latest tech features. Example: the $100 laptop. This process has been dubbed ‘frugal engineering‘ (achieving more with fewer resources) by Carlos Ghosn, or ‘bottom-up innovation’.

No radio and CD player in the Datsun Go

2. Bottom-up innovation at play

Indian manufacturer Tata was the first to bring bottom-up innovation to the car industry with the Nano, ‘the cheapest car in the world’ at US$1,700 when unveiled in 2009. The Nano turned a lot of carmaking conventions on their heads. It uses a modular design that theoretically enables a knowledgeable mechanic to assemble the car in a suitable workshop. It also includes numerous lighter components, from simple door handles and bulbs to the transmission and engine parts, enabling a more energy efficient engine. The Nano is one of the shortest four-passenger cars on the market, yet it allows for ample interior space. The fact that the Nano didn’t succeed doesn’t question this trend, as we’ll see below.

These ‘ultra-low cost’ cars can end up being more user-friendly, if sophisticated. One case in point that stroke me: the new Datsun Go does not have a radio or CD player (even optional), only an aux-in port and USB charging point, which means you can only listen to music stored on a portable device. On one hand I can hear you say “no radio? blasphemy!” After all, even Tata kept it optional on the Nano. On the other hand, most cars manufactured over 5 years ago don’t have these functionalities (even premium ones!), making listening to your favourite music without burning it on a CD impossible. See what I mean? All in all, for the target market, the Go driving experience as far as music is concerned is potentially more user-friendly for a fraction of the cost.

But just how low are car prices in India?

What Car India says the Renault Duster ‘doesn’t feel premium enough’ for the price. Wait what?

3. Low cost is premium is low cost

Car prices are on a drastically different scale in India:  they are not just a little cheaper, but in a different ball game altogether.

This strategy analysis continues below.