When Armin Bruck, managing director of Siemens in India, set out to convince the board of the German engineering company of the potential of Indian innovation, he gave them the keys to a Tata Nano. He wanted to convey the "smell and feel" of a revolutionary mass market product and to persuade his company that it should improve its pipeline of local inventions aimed at Indian consumers. So, in February, Peter Löscher, the company's chief executive, and his colleagues Heinrich Heisinger and Joe Kaeser piled into the world's cheapest car - priced at $2,000 (€1,630, £1,350) - and drove round New Delhi.
當西門子(Siemens)印度公司董事總經理阿爾明•布呂克(Armin Bruck)試圖讓這家德國工程公司的董事會相信印度的創新潛力時，他交給了他們一輛塔塔(Tata) Nano的車鑰匙。他希望藉此傳達一個革命性大眾市場產品的「氣息和感覺」，並說服公司領導層同意改進針對印度消費者的本土創新供應。因此，今年2月，西門子執行長羅旭德(Peter Löscher)及其同事海因裏希•海辛格(Heinrich Hiesinger)、喬•凱瑟爾(Joe Kaeser)坐進了這輛全世界最廉價的汽車（售價2000美元），並驅車在新德里市周圍轉了轉。