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Beyond Branding is written by members of The Medinge Group

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June 26, 2005

The next revolution in motoring 

Ford is going to launch a replacement for the Excursion, which by my reckoning is over 19 ft long, that's even bigger. Somehow I think this is foolish given that oil has just hit $60 a barrel. Last time the Japanese walked all over the Americans when the Arab–Israeli War took place. This time, I'm betting it's Tata's $2,000 car that the Indian company is planning.
   Tata might not have a brand that is as well known as Toyota, and its exports have been fairly limited. But when the demand comes, it's going to be the only place with a small, cheap mass transport that the Smart could have been but isn't.
   It's going to be one of those cases where a great product defines or redefines a brand, just as iPod is doing for Apple. And at least its brand is already out there, in a limited way, which is more than I can say for the Red Chinese ones. Tata may well be providing the world with the next Fiat Cinquecento or Mini. And then Detroit will be wondering why it didn't remember the lessons of the 1970s.
   Oh, I'm betting the world's next revolution in software, operating systems and computing could well come from there, too.
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