Ever since the first car turned a wheel, automakers have dreamt of producing low-cost cars to mobilise the masses. The recent success of the €5000 Renault Logan has forced rival companies to rethink their attitudes to emerging markets and to question their own processes in the search for truly cost-competitive products. In a landmark study Ricardo Strategic Consulting has analysed every fundamental of lowcost car design, production and distribution. Here, Tony Lewin looks at the strategic recommendations for a market that analysts say could grow to 9 million units by 2025