Frugal Engineering - Ghosn has it wrong?

The announcement of the TATA Nano (commonly called the 1 lakh or $2500 car - http://tatanano.inservices.tatamotors.com/tatamotors/) has brought the concept of frugal engineering to the forefront. Business leaders like Ghosn the CEO of Renault and Nissan have adopted with good intention the theme of frugal engineering and evangelized India as a frugal engineering hub. Ghosn seems to focus on engineering with less. Ghosn says "Frugal engineering is achieving more with fewer resources. The cost of developing a product in the West is high since engineers there use more expensive tools. In India, they achieve a lot more with fewer resources," (http://www.dnaindia.com/report.asp?newsid=1130636)

The sentiment that frugal engineering is about engineering with less is wrong. Successful products including frugally engineered products always start with the customer. The customers in the developing world are demanding useful features that benefit them in improving their quality of life. If the Nano succeeds as many people expect, then it is because the Nano meets the needs of the customer within their budgetary constraints.

The danger from Ghosn’s interpretation is that companies will only look to designing or engineering products cheaper. This will lead to short term gains but will not address the challenges they will face in business from emerging markets.

Engineering teams in the developing world, working for local companies are addressing local needs. Often simple low cost solutions like the Nano will make a huge difference to the quality of life to a large number of people. There are a number of companies in developing countries that are successful, but not on the radar screens of large corporations who are perceived market leaders in their fields. Look at the Indian http://www.icsa-india.com/ in the infrastructure electronics space , the Chinese http://www.suntech-power.com/ in the solar energy space, the Malaysian http://www.agni-inc.com/ in the fuel cell space. These companies and many more initially cater to the developing world, which in effect forces them to frugally engineer products, they build tremendous mass – all under the radar of the established players, and then are in a position to be truly global companies. Ghosn and the like should be spending energy on understanding the customer needs in the developing world as opposed to just reducing the cost of engineering. On a parting note, I think the next phase of business success will entail the globalization of frugally engineered products. These products will initially be tremendously successful in the local developing markets, and then there will be enhancements to meet the needs of the customers in the developed world.