pulleys. A difference between the North American car market and the markets of Europe and Japan is the price of fuel. Fuel is heavily taxed and therefore relatively costly in most first-world markets outside North America; fuel is about two and a half times the price in the UK than the U.S. Fuel costs are also a much higher proportion of income, due to generally higher wages and lower living costs in the U.S. Only during occasional fuel price spikes such as those of 1973, 1979–81, and 2008-9 have North American drivers been motivated to seek levels of fuel economy considered ordinary outside North America. The growth of developing countries has also created a new market for inexpensive new cars. Unlike in the postwar period this demand has not been met by utilitarian models, but advanced 'peoples' cars'. Adaptation of standard or obsolete models from the first world has been the norm. Production of car models superseded in first-world markets is often moved to cost-sensitive markets like South Africa and Brazil; the Citi Golf is an example. Some mainstream European auto makers have developed models specifically for developing countries, such as the Fiat Palio, Volkswagen Gol and Dacia Logan. Renault has teamed up with India's Mahindra and Mahindra to produce a low-cost car in the range of to . The Tata Nano launched in January 2008, in India by Tata Motors, was claimed by Tata to be the world's cheapest car at . The Nano, like the 1950s Fiat 500, has a rear engine and was styled by Italians. It is designed to get whole families off scooters and onto four wheels. The Tata Indica that was formerly sold in Europe as the City Rover until the 2005 collapse of Rover, sold poorly as it was overpriced for a basic car. The narrow profit margins of economy cars can cause financial instability for their manufacturers. Historically, Volkswagen in the 1970s and Ford in the 1920s almost collapsed because of their one model economy car business strategy. Ford was saved by the Model A and Volkswagen was saved by the Golf. Ford started the Mercury and Lincoln brands to diversify its product range. VW moved away from the narrow profit margins of economy cars, by expanding its range so that now it spans from very small city cars like the Volkswagen Up to Audis and Bentleys, and it also owns SEAT