THINKING DESIGN

WITH A DYNAMIC NARRATIVE PUNCTUATING AUTO DESIGN, SPICE BRINGS YOU THE MOST RELEVANT SYNTAX OUTLINING THE CONFIGURATIONS.

- RIAAN JACOB GEORGE

While the power of pulchritude still commands its undisputed spot as a purchase parameter, when it comes to manufacturers, the overall design incorporates a lot more than just looks. Previously, design studios at manufacturers were reduced to a styling studios focussing only on appearance, but today, this very styling studio is responsible for the multi-sensory experience, which encompasses the look, tactile aspect, sounds, smell, and much more.

“Today it is not only about making a vehicle, but about making a mobility experience,” says, Ajay Jain, Head India Studio & Global Design Strategy, Tata Motors. “The most important aspect is that we as an Indian brand, with an evolving Indian customer, have a huge strategic advantage of designing cars in the country, without the baggage that other multinational manufacturers might carry. The India Design Studio at Tata Motors is therefore being very contextual in partnership with our European studios. Today, the focus is on high quality, precision, and materials relevant to the Indian market.”

While on the subject of design-forward cars, Tata’s Jain cites a few examples of recent showcars in their stable, “Avinya, Curve and Sierra; each is intrinsically a Tata but has a highly dynamic design. The Avinya, for instance, is so avant garde with respect to its all-electric proportions and technology. We’ve even managed to transform the ever popular Nexon and Harrier with minor changes on the front and colour changes in the cabin to make it more design forward.”