Tata Motors new design language will see emergence of a more contemporary, sportier looking and well designed range of cars with subtle Indian elements incorporated into its design. While continuing with Tata Motors pledge of reliability and ruggedness, the new range of cars from Tata Motors will have a stronger appeal, will be well engineered and apt for the segment they target. A stronger design language is what Tata Motors Head of Design, Pratap Bose, feels will take the company out of doldrums and into the limelight in the future.
Tata Motors has not been seeing good results over the past few years. During 2013-14, the company sales dipped 38.64% to 1,07,187 units as compared to 1,74,692 units sold in 2012-13 taking the company down to the 4th largest automaker in India superseded by Maruti Suzuki, Hyundai and Honda.
Consumer preferences were fast changing, demands were increasing and quality products are held in high acclaim. Viewing these changes, and noting their importance to today’s buyer, the company felt the urgent need to alter its strategy and bring in something new to entice customers back into the Tata Motors fold. Tata Motors’ new design language will begin with the upcoming Bolt and Zest which will receive Indian inspired elements which will not hit customers in the face but will be subtle and understated, but there nonetheless.