DESIGN FOR COST

DESIGN FOR COST TATA NANO

A case study on TATA NANo Presented by Vikas Minhas

TATA Nano

ABOUT: TATA MOTORS

TATA MOTORS LTD headquartered in Mumbai, India is Part of the TATA Group. Tata Motors has a consolidated revenue of USD 16 billion TATA motors was established in 1945, when the company began manufacturing locomotives and manufactured its first commercial vehicle in 1954 in a collaboration with Daimler-Benz AG of Germany. This collaboration ended in 1969. Tata Motors has auto manufacturing and assembly plants in Jamshedpur, Pant Nagar, Lucknow, Ahmadabad and Pune in India as well as in India as well as in Argentina South Africa and India, Argentina, Thailand. In 2004, TATA bought DAEWOOs Truck manufacturing unit and became TATA DEAWOO Commercial Vehicle, S. Korea , In March 2008, TATA MOTORS acquired BRITISH Brands Jaguar and Land Rover (JLR) business in UK which also includes the Daimler and Lanchester brands.

SEARCH FOR MARKET OPPORTUNITIES

To meet the customers requirement of middle class people, ou d big opportunity au c TATA found a b g oppo tu ty to launch a s a a d c eap ca small and cheap car which can house 4 people. As per a rough estimate every home in India has a minimum 1 motorbike which costs around 50,000 INR equaling to , q g USD1097.00, and most of families have 2-3 motorbikes. This mean an average middle class family has around 2 motorbikes whose combined cost = 100 000 INR ie USD 100,000 2194.00 From this projected cost TATA Motors stared reverse engineering to develop t d l worlds cheapest car which satisfy customer need as ld h t hi h ti f t d

MARKET OPPORTUNITIES AND CUSTOMER NEEDS

TATA geared up to satisfy the need of a common person requirement to have a cheap, simple, reliable and fuel efficient peoples car. TATA bench marked its competitor as Maruti 800, most popular car in Indian market. Maruti 800, which cost around Rs 184,641 ($ 4,059.56 U.S.) base model without power steering and Air Conditioning . Now N TATA MOTORS were h i a t having target of Price th t was b l t f P i that below Maruti 800 i.e. less than $4,059.56 USD. TATA realized if they can manufacture a car under this price tag and can launch as soon as possible they can capture the small car market .

IDENTIFYING CUSTOMERS NEEDS CUSTOMER S

TATA realized that people need a car for daily use in a radius of 30 miles, which should be fuel efficient, compact to park and reliable. By bench marking Maruti 800, TATA figured out that the engine of new car should not be bigger than 800 cc. Fuel efficiency should be more than 21 KMPL. Sitting capacity of 4 persons Boot space / luggage space meeting requirements of 4 people. No need of power steering. Air conditioning Air-conditioning / heating not an option in base model model. Manual windows in base model. Air bag not a part of base model.

CONCEPT GENERATION AND SUB-SYSTEMS SUB SYSTEMS

TATA divided the whole car design in sub systems Its Engine, fuel injection pump brake system, Value Motronic ECU is designed by BOSCH in Germany. Clutch B i g by Texspin. Cl t h Bearings b T i Gasoline fuel supply system, fuel level sensor by continental AG. Inner structural panels by Caparo Caparo. Static sealing systems (Weather Strips) by HSI Auto. Instrument cluster by Delphi. Windshield wiper system (single motor and arm) by Denso Clutch sets by Ceekay Daiken / Valeo

CONCEPT GENERATION AND SUB-SYSTEMS SUB SYSTEMS

Engine mounts by Vibracoustics. Air induction system by Visteon Rear-wheel bearing by FAG Kugelfischer. Rear-view mirrors, interior mirrors, manual and CVT shifters, washer system by Fiscosa. Fiscosa Engine sealing by Freudenberg. Drive shafts by GKN. Shifting elements by INA Deltar Outside and inside door handles by ITW Seating by Johnson Control Camshafts, spin on filters Camshafts spin-on oil filters, fuel filters and air cleaners by Mahle Mahle. Glass by Saint-Gobain Brake system by TRW

FINAL SPECIFICATIONS
Engine: 2 Cylinder Petrol engine, all Aluminum (624 cc) Power generated: 33 Hp @ 5250 RPM Acceleration: 0-60 kmh or 37 mph in 8 seconds. Maximum speed: 105 km/h or 65 mph Transmission: 4-speed manual with power drive in 4th gear. Wheel base: 2,230 mm

COST CUTTING FEATURES

Rear Engine which provide 20% more space in cabin in constrain ee wheel base d e s o s dimensions. TATA NANOs boot is fixed, means rear seat should be folded to access boot. No power steering Single windscreen wiper. Base model is equipped with 3 Lug Nuts Manually operated side windows. M ll d id i d A/C and Heating not part of base model. Air bags not a part of base model. Use of Plastic and Glue where ever applicable instead of welding steel.

Length: 3 099 mm L h 3,099 Width: 1,459 mm Height: 1,652 mm Kerb weight: 600 kg (1,300 lbs) Tyre: 12 tubeless

RESULT

TEST DRIVE : REVIEWS

World s Cheapest Car, successfully ridding on Worlds roads. Passed British Safety Crash test norms norms.

http://www.youtube.com/watch?v GDVufUfaxl http://www.youtube.com/watch?v=GDVufUfaxl A http://www.youtube.com/watch?v=xr19m8tRZ http://www youtube com/watch?v=xr19m8tRZ 4g&feature=related

ANY QUESTIONS

THANK YOU

REFERENCES : TATA MOTORS website Wikipedia Youtube Y t b ZigWheels Auto magazine