Indian Buyers Place Significant Emphasis On Design Over Affordability – Ajay Jain, Tata’s India Design Studio Head
Featured

Indian Buyers Place Significant Emphasis On Design Over Affordability – Ajay Jain, Tata’s India Design Studio Head

Indian Buyers Place Significant Emphasis On Design Over Affordability – Ajay Jain, Tata’s India Design Studio Head

The just lately launched trio of facelifted SUVs – Tata Nexon, Tata Safari and Tata Harrier – carry the model’s daring new design language

Ajay Jain, Head of Tata India Design Studio Design

There is little doubt that Tata is presently the main Indian automotive model relating to design and options within the mass-market SUV segments. It just lately established a brand new model visible id with the launch of the Tata Nexon facelift, adopted shortly by the introduction of the facelifted Tata Harrier and Tata Safari. With their refreshed look, these Tata SUVs have a distinguished street presence over their respective section rivals. But higher appears, together with a lot of new options, come at a worth. According to the top of Tata’s India Design Studio, Ajay Jain, Indian automotive patrons are prepared to pay that premium.

Tata Nexon facelift cabin themes 

In a latest interplay with CarDekho, when requested concerning the design problem posed by Indian tastes, Ajay acknowledged in his response, “One of the distinctive facets is the discerning style of Indian clients, who prioritize design expression, high quality, and know-how regardless of the comparatively decrease price of car purchases in comparison with different markets. 

Unlike clients in developed markets who typically deal with particular standards akin to worth and measurement when deciding on a car, Indian clients place a big emphasis on the notion and individuality of their decisions. Each car they go for carries weight in defining their persona. This results in a desire for automobiles that exhibit a singular id, steering away from any trace of compromise or settling for the smallest or most inexpensive choice accessible”, he added. In line with Jain’s assertion, it’s seen that even in budget-centric/low price automotive segments, clients are inclined to go for the most costly variants. While the function additions linked with selecting a better variant may be restricted in inexpensive automotive segments, they do change how a automotive appears considerably, with the addition of wheel covers, physique colored exterior components (unpainted in decrease variants) or roof rails.

 Tata Nexon Smart Variant

The just lately launched trio of Tata SUVs arguably provide essentially the most trendy design language of their segments with the related LED lighting components entrance and rear, the two-spoke steering wheel with the backlit emblem, and the brand new shows for the digital instrument cluster and touchscreen infotainment system.

Tata has additionally launched daring new colors for every of the facelifted fashions. For the 2023 Nexon, it’s the colour referred to as Fearless Purple, whereas the 2023 Harrier sports activities a courageous new shade named Sunlit Yellow, and the 2023 Safari will get a premium hue referred to as Cosmic Gold.

 Tata SUVs waiting period in November

Later within the interview, Ajay talked about that Tata intends to use the important thing components of its newest design language throughout the lineup. That implies that even the Tata Tiago and Tata Tigor will sport comparable styling particulars once they bear their deliberate updates as effectively. As Tata’s India Studio Design head phrased it, “Our aspiration is to achieve a similar balance across all our products and body styles”. 

Tata already has a powerful line of automobiles as a result of arrive in 2024, together with the Punch EV, the Curvv EV and the sportier Tata Altroz Racer variant. What do you make of the brand new Tata design language as seen with the facelifted Nexon, Harrier and Safari? Let us know within the remark part beneath.