Tata Motors’ IMPACT 2.0 design language helps the Company turn a new leaf

Mumbai, 23 July, 2019.

Flooding the market with strikingly designed products, Tata Motors’ passenger cars have become synonymous with head-turning road presence. Marking a milestone in the Company’s Passenger Vehicle (PV) business, Tata Motors had proudly introduced its IMPACT design language in 2016 which debuted with the launch of one of its most successful products – the Tiago. Forming an overarching design brand that stood for ‘Immediate IMPACT at first sight. Lasting IMPACT over time’, this design language further extended itself with the introduction of the Hexa, Tigor and Nexon.

‘Glocal’ approach

‘Think global, act local’ is the mantra that drives the Tata Motors’ design organization led by Mr. Pratap Bose. The design team consisting of 170 members, of around 12 nationalities, operates out of the company’s 3 studios in Pune (India), Coventry (UK) and Turin (Italy). Based on customer-centric insights and global views, the team, constituted of both youth and experience, churns out industry-leading & award-winning designs every now and then.

Impact 2.0 ushers in further change

Building on the IMPACT Design, Tata Motors introduced the second phase of its exciting design philosophy in January 2018 called IMPACT Design 2.0. It is a sharper, more contemporary version of the easily recognizable Tata Motors’ design language and is equal parts noticeable, memorable and stunning. The design ethos have been refreshed under the 3 ‘Ex’s and the 3 ’In’s. While the 3 Ex’s stand for exterior design features such as exciting proportions, expressive surfaces and extraordinary details, the 3 In’s denote the interior aspects such as inviting spaces, intelligent choices and in-touch surfaces. Earlier this year, the highly pedigreed Tata Harrier became the first car to be launched under this design. Noted for its exquisite looks, impeccable performance and upscale features, the Harrier has impressed one and all and has gone from strength to strength in terms of sales, in the last few months.

Safety first

Tata Motors has always been a proponent of the highest standards in vehicle safety. It was the first Indian OEM to invest in a crash test facility in 1997, a time when there were no crash-testing benchmarks in the country. Therefore, safety has always been at the forefront of the company’s design ethos – most recently demonstrated in Nexon, which has not only been lauded for its bold appearance but has also recently become India’s first and only car to achieve a 5-star Global NCAP rating for adult safety.The IMPACT 2.0 design language not only takes the active and passive design cues of cars to the next level but also incorporates safety as a key component.This can be seen in the Harrier, which iscome packed with several safety features and will carry forward the safety legacy of Tata Motors’ SUVs.

Designs for the future

Tata Motors’ design team is now geared up for the next spate of the company’s passenger vehicle launches which includes the much-awaited Altroz, followed by the 7-seater SUV codenamed H7X as well as the showstopper of this year’s Geneva International Motor Show, the sub-compact SUV codenamed H2X.

And if the initial reactions to the designs of the above models or concepts are anything to go by, the final product certainly promises to be ‘IMPACT’ful.

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