Tata Motors Defines A New Design Language for Its Passenger Vehicles

Tata Motors has announced a new design language for their passenger cars. Called ‘IMPACT Design’ all their future passenger cars will be designed around this design language. The first car to be designed on the Impact design language is the new Zica hatchback which made global debut back in December 2015.

Set for launch on the 20th of this month, new Tata Zica has been designed by a global design team working at design studios owned by Tata Motors in India, Italy and the UK. The idea behind this new IMPACT design language is – Immediate IMPACT at first sight. Lasting IMPACT over time, says Tata Motors.

Impact design will not only reflect the car’s exterior design, but also its interiors. Speaking about their new design language, Mr. Mayank Pareek, President, Passenger Vehicle Business Unit, Tata Motors, said, “Today, the automakers are developing innovative technologies to cater to the needs of the new generation of customers. Design is among the key factors for car purchase decisions. Tata Motors recognizes this and presents IMPACT Design – as a key focus for the company’s passenger vehicle strategy. The new, youthful, energetic and bold character of the passenger vehicles by Tata Motors is sure to make a lasting impact on our customers and on the Indian roads.”

The idea is to continue offering their customers a fresh new design of products every time, which will set itself apart from the clutter from the pathetically designed cars out there today. It is for this reason that the Impact design philosophy was created.

Under the IMPACT design language, the exterior is designed on three pillars – ‘EXciting’, ‘EXpressive’ and ‘EXtraordinary’ while the interiors is designed on ‘INviting’, ‘INtelligent’ and ‘INtouch’.

Elaborating on the same, Tata Motors says that EXciting stands for – Exciting architecture and pleasing proportions will be standard e.g. best in segment size & location of the wheels, perfectly proportioned cabin to body ratio and hood to cabin relationship.

EXpressive stands for – Expressive surfaces and graphics e.g. front face framed by the Humanity Line; dynamism amplified by the Slingshot line; movement created by the Diamond Window.

EXtraordinary stands for Extraordinary Details inspired by Indian Architecture.

INviting stands for – Inviting interior architecture and proportions including Layered Cockpit Design; Driver Focussed layout; Outstanding Textures, Fabrics and Materials.

INtelligent stands for – Intelligent Cabin Layout with clever storage spaces, surprise and delight features. All displays, commands and controls will be within easy and intuitive reach.

INtouch stands for – Intouch and connected to the world inside and outside the vehicle

According to Mr. Pratap Bose, Head, Design, Tata Motors, “You can either win or lose a potential customer within the first 20 seconds of them seeing a car. However, the customer stays with you based on the long-term experience they have with the product or service. IMPACT DESIGN is exactly about an Immediate and a Lasting Impact, Design has in our lives, and environment. From ‘INtelligent’ use of space, ‘INviting’ interiors and ConnectNext features that make you feel ‘INtouch’ with the world inside to EXpressive, EXciting’, and EXtraordinary exterior features. With the ZICA we have started this journey.”