When a new product is introduced, our first question as consumers is “Why should we buy this product?” This North American brand obsession continues with the presentation of the “Nano” from Indian auto makers Tata. At just over 3 meters long, this car attempts to shake up the auto market by boasting 4 doors and the basic necessities of motorized transportation. The first question that comes to my mind when even considering the purchase of this car is; how can a car that costs $2500 attract serious car buyers who are concerned about their safety and comfort? This notion then led me to think about the marketing strategy behind Ryan Air, a European airline that charges next to nothing for a flight. The second thought that crossed my mind was, who would want a car that small? After researching the Smart Car brand, brought to North America by Mercedes-Benz, I noticed many similarities in the scepticism of North Americans. In 2006 a survey was conducted in America and concluded that the biggest worry of this new brand was the size. Smart Car has proven itself in the North American market, providing an eco-friendly “miniature” car, why can’t Tata’s Nano follow suit?