Author: Mr. Vivek Srivatsa, Chief Commercial Officer, Tata Passenger Electric Mobility

India’s car market is vibrant, as diverse ambitions harmonise with diverse necessities. In FY25, the industry
hit a milestone by dispatching an estimated 4.34 million vehicles domestically, highlighting a 2% rise from
the 4.22 million units sold in FY24. India’s car market is booming, and it’s not just about more people
buying vehicles, but rather how the market juggles four different powertrains: petrol, diesel, CNG, and
electric. Unlike many global markets racing toward full electrification, India’s landscape demands a more
nuanced approach. With varied terrains, economic disparities, and infrastructural gaps, it is practically
impossible for a single fuel type to dominate the market. Instead, these powertrains coexist, each
addressing specific consumer needs while aligning with the country’s broader goals.

The Role of Hatchbacks in a Multi-Powertrain Market

Hatchbacks are the cornerstone of India’s entry-level car segment, cherished for their compact size,
affordability, and fuel efficiency. They resonate with first-time buyers, from urban commuters navigating
crowded streets to rural families seeking reliable transport. The genius of offering multiple
powertrains—such as petrol, diesel, CNG, and electric—within a single model lies in its inclusivity. This
strategy allows automakers to cater to diverse demographics, ensuring that cost-conscious city dwellers and
fuel-reliant rural drivers alike find a suitable option, broadening market appeal.

This flexibility strengthens automakers’ resilience in a shifting landscape. By providing varied powertrain
options, manufacturers can adapt to evolving consumer preferences, fuel price fluctuations, and tightening
regulations. Hatchbacks, with their multi-powertrain offerings, not only make car ownership accessible but
also future-proof the industry against uncertainties. This approach underscores the market’s commitment to
inclusivity, ensuring that mobility remains within reach for millions across India’s economic and geographic
spectrum, solidifying hatchbacks as a vital pillar of the automotive ecosystem.

Addressing Income Diversity and Price Sensitivity

India’s car buyers reflect a broad economic spectrum, from rural families to urban professionals, all
prioritizing total cost of ownership—like purchase price, fuel, and maintenance. CNG stands out for its low
running costs, making it a top choice for budget-conscious urban commuters. Factory-fitted CNG vehicles are
surging in popularity, particularly among middle-class buyers who value affordability and eco-friendliness.
Petrol, with its lower upfront costs and widespread availability, remains a staple, especially in areas
where alternative fuels are scarce, offering flexibility for diverse driving needs.

Diesel, though declining due to stringent emission norms, still serves high-mileage drivers in semi-urban and
commercial sectors, where durability and fuel efficiency matter. Electric vehicles, supported by subsidies
and promising long-term savings, appeal to tech-savvy urbanites but face challenges in rural areas due to
limited charging infrastructure. This diverse powertrain mix ensures every buyer finds a vehicle that fits
their budget and lifestyle, balancing immediate affordability with long-term value and addressing India’s
unique economic and geographic realities.

Environmental Commitments Shaping the Future

India’s environmental goals are reshaping the automotive landscape. Commitments made at COP26 to cut carbon
intensity and boost clean energy by 2030 have set the stage for cleaner powertrains. Stricter BS6 norms have
pushed automakers to refine combustion technologies, while government initiatives like FAME II and
state-level EV subsidies are accelerating electric mobility. Charging infrastructure is growing, though
rural areas lag behind urban centers. CNG serves as a pragmatic bridge—cleaner than traditional fuels and
more accessible than EVs in many regions. Supportive policies, like tax breaks in states such as Gujarat and
Maharashtra, further fuel CNG adoption. Diesel’s role is shrinking as its environmental impact draws
scrutiny, but petrol, CNG, and hybrids remain vital transitional players in India’s sustainability journey.

A Balanced Path Forward

The coexistence of petrol, diesel, CNG, and electric powertrains is not a compromise but a strength. From
economic diversity to varied geography, and evolving environmental priorities, it reflects India’s ability
to adapt to its complex realities. By offering a spectrum of powertrains, the industry ensures mobility
remains inclusive, affordable, and sustainable. This approach not only meets today’s demands but also paves
the way for a future where innovation and pragmatism go hand in hand, steering India toward a cleaner and
more accessible automotive landscape.

Published: 05 July 2025 | Autocar Professional

Author: Vijay Menon, Chief Operating Officer, TML Smart City Mobility Solutions Limited – A Tata Motors subsidiary

India is urbanising at a rapid pace, with the country’s urban population expected to rise by around 328 million by 2047. To support this growth and the needs of the citizens, while also minimising the associated risks, such as air pollution and traffic congestion, it is imperative to build world-class urban infrastructure. This includes developing mass transit systems which are sustainable while also being accessible, clean and comfortable. Accordingly, the government, Auto OEMs, and the larger ecosystem have undertaken high capital investment along with a creation of a trained workforce and rapid development of EV technology.  

Government Policy – Enabling India’s EV transition
GOI covered e-buses under FAME Scheme in 2015. The subsequent launch of the PM E-bus Sewa Program seeks to further expand the induction of e-buses to 169 cities across India.

Auto OEMs – Fast-tracking product technology and creating the EV Ecosystem
OEMs are now offering mobility as a service and creating an ecosystem that includes charging equipment manufacturers, charge point operators, software providers, infrastructure project specialists and bus operators. This ensures uninterrupted operations of e-bus fleets.

The building blocks of such an EV ecosystem should include incorporation of advanced technologies, extensive charging infrastructure and trained manpower. The technological aspect includes cutting-edge features that enhance safety, efficiency, and overall performance, battery technology that improves vehicle range, electrical and thermal safety systems and surveillance technology to facilitate safer travel for passengers, and use of intelligent and connected systems for tasks such as depot and route management, prognostics etc, to make operations more efficient and cost-effective while also improving fleet uptime.

E-buses also require a bank of high-capacity DC fast chargers alongwith the supporting electrical and civil infrastructure. In addition to depot-based charging, opportunity charging locations might also be required to provide mid-day charging for uninterrupted operations. All these chargers are digitally monitored using a charger management system that help optimise charging operations.

To successfully scale the adoption of e-buses, it is important to put drivers and technicians at the centre. Drivers could be trained on defensive driving technique, EV technology and soft skills to enhance customer experience. Whereas technicians could be re-skilled on EV technology and standard operating procedures for maintenance and charging operations to ensure safe and proactive vehicle maintenance.

The EV Ecosystem Emerges
As E-buses are gaining traction, a developed ecosystem is being built that comprises of vehicle technology, charging infrastructure, operations, and maintenance. The traditional vehicle selling model is transitioning to new business models to meet the growing demand for electric mobility. While the Gross Cost Contract (GCC) model has been prevalent in e-bus procurement by State Transport Undertakings, other models like fleet management services, leasing, and AMC are also available.

E-buses represent a crucial step toward sustainable transportation. By embracing these zero-emission vehicles, India can drive positive change, reduce its carbon footprint, and pave the way for a greener, safer, smarter future

Published: 29 July 2024 | The Hindu Businessline

Author: Ajay Jain, India Studio & Global Design Strategy Head, Tata Motors

Within India’s automobile market, the age bracket of 25 to 40 constitutes a segment that purchases cars, with nearly 30% of buyers falling below the age of 30. Gone are the times when vehicles were merely functional. Young consumers today prioritise cars with sleek, modern, and aesthetically pleasing designs that not only perform well but also make a statement with their visual appeal. This trend reflects a growing awareness and demand for modern features and advancements in the automotive industry.

Automobiles function as a distinctive medium through which individuals elegantly portray and express facets of their chosen lifestyle, reflecting personal tastes, preferences, and societal standing. The journey from conceptualization to market success hinges upon the recognition that design isn’t merely an aesthetic endeavour. Rather, it is a strategic tool that has the potential to shape perceptions, galvanize brand loyalty, and help car manufacturers become super popular among customers.

A thoughtfully crafted design aesthetic seamlessly woven into a car’s essence possesses a remarkable ability to transcend mere functionality. It has the potential to mold a distinctive brand identity that resonates far and wide, cultivating intrigue within the industry and evoking emotions in individuals, thereby kindling enthusiasm among both aficionados and trendsetters.

Designers play a pivotal role in shaping a car’s identity, aesthetics, and user experience, contributing significantly to the final product’s success and appeal. This iterative approach ensures the ultimate design aligns with a strong vision, meeting both functional and aesthetic requirements. The launch of modern cars today is the result of a multi-year process that begins with conceptualization, Design, thorough evaluation, and meticulous refinement over 3 to 5 years. However, for high-end or innovative vehicles, this journey can extend well beyond the standard timeframe, sometimes taking 7 to 10 years or more before reaching the market.

Despite the extended timeline, the outcome often showcases a remarkable blend of automotive engineering and design, captivating enthusiasts and setting new industry benchmarks. Let’s look into detail what goes into making an aspirational product,

Exploration & Conceptualisation:

Designers embark on a journey of exploration and conceptualization by meticulously researching the market’s needs, audience preferences, and contemporary trends. Utilizing both hand-drawn sketches and computer-aided design (CAD) software, they derive inspiration from a range of influences to shape their initial concepts. Experimenting with forms, materials, and hues, they aim to create visually compelling ideas that challenge conventional design norms. The ultimate goal of the designers is to capture the brand’s core identity while integrating innovative features and envisioning an enhanced user experience and desirable aesthetics in the future lifetime of the car.

Evaluation and Digital Modelling:

A set of chosen concepts, thoughtfully spanning a curated spectrum, is meticulously refined, iterated upon, and reworked multiple times. These concepts undergo modification until they are convincing enough to be exciting and realistic. Upon gaining approval for the initial sketches, a “knockout” phase narrows down the choices to three distinct proposals. These selected concepts are further developed into 3-dimensional scale models or computer-aided models, bringing them one step closer to reality. Designers often create physical clay models to effectively assess the car’s spatial attributes. The proportions, the space, the Surface, the shapes, the details, and comfort of the design can be readily evaluated through these 3-dimensional models, which provide an acute understanding of the eventual final design outcome. This meticulous process ensures that the final product aligns with the brand’s values and effectively resonates with the intended target audience, thereby enhancing its prospects for success in the market.

Engineering & Development:

From the refined designs, a chosen few move on to create full-scale models. The engineering and design teams collaborate closely to ensure functionality and feasibility for production. Next, physical prototypes are crafted, offering the first tangible embodiment of the car’s design. These prototypes undergo rigorous testing to assess performance, safety, and durability. Every intricate part is meticulously designed, factoring in colour, materials, and manufacturing methods. While these components may possess distinct attributes, they blend seamlessly to create a harmonious and enticing whole, capable of captivating in various configurations.

Execution & Production

In this phase, the design team faces their ultimate test of accomplishment. They meticulously enhance each detail of forms and surfaces, converting the proposal into a car primed for mass production. Simultaneously, rigorous quality control measures are put in place to ensure the highest standards are met.

As the Indian automobile market keeps progressing, the interplay between this vibrant age group and the automotive landscape promises to be a captivating narrative that propels innovation and drives new changes in the years to come. Design plays a pivotal role in a vehicle’s journey from being just a concept to a reality. Starting from meticulous sketches to rigorous testing, engineers, designers, and technicians come together, combining artistic vision with engineering skill, resulting in the cars we see on our roads today.

At Tata Motors, design stands as a pivotal cornerstone, guiding the company’s innovative path. With a futuristic outlook, the designers at Tata Motors consistently embrace the forefront of creative thought. Their visionary approach takes the helm in shaping both concepts and products, driving the company’s evolution. This essence was vividly highlighted during Auto Expo 2023, where the commemoration of Sierra’s anniversary sparked the inspiration to unveil a novel Sierra model at the event. Furthermore, Tata Motors’ aspiration to transform into an EV powerhouse gave birth to Avinya, a testament to the brand’s commitment to sustainable mobility. In the dynamic ecosystem of Tata Motors, it’s often in casual conversations that the seeds of ground-breaking products are sown, underscoring the vibrant innovation culture nurtured within the company.

Published: 31 August, 2023 | www.mansworldindia.com

Author: Mr. Mohan Savarkar, Chief Product Officer and Vice President at Tata Motors Passenger Vehicles limited

Amidst steadily evolving priorities and redefining mobility, automakers worldwide and within India have been leveraging emerging technology to create best-in-class products. In addition to sustainability and connected technology, safety has become one of the foremost priorities in the mind of the customer.

The increased focus on road safety in recent years through public safety campaigns, the introduction of new laws and regulations and advancement in road safety technology has pushed Indian automakers to take mindful steps to incorporate contemporary safety features in their offerings to customers. The provision for both active and passive safety within vehicles has received renewed emphasis, with the Indian government relaying extended significance on the need for safety features in cars. Accordingly, some of the major OEMs have converged their innovation and technological capabilities to provide safety solutions that can be revolutionary for the industry. Advanced Driver Assistance Systems (ADAS) is one such safety mechanism that has been steadily gaining acceptance amongst buyers across the world.

The relevance of ADAS in the Indian scenario

India’s reputation for road safety has been improving, but there are still certain problems including careless driving, shoddy road infrastructure, and unsafe vehicles that need to be addressed. As a result, there has been an unjustified loss of lives, which has led the government and industry stakeholders to take notice and address this prevalent issue. Offering driving aids like ADAS would only help in alleviating the many difficulties that the nation suffers when it comes to road safety, as Indian automobile customers have started to become more educated in terms of safety.

In addition, the government has been undertaking serious efforts to raise the pitiful level of road safety and to set regulations in place to control their misuse. As important safety technology such as ADAS begins to gain mass adoption in the country, the government and OEMs will have to work together more closely to ensure that the robust road infrastructure and safe vehicles will help save precious lives and minimize injuries, increase fuel efficiency as well as a substantial impact on India’s accident statistics.

A case for ADAS

A system like ADAS is becoming increasingly relevant within the Indian automotive market, as a smart technology that actively enhances vehicular safety by preventing or reducing the impact of potential accidents. The need for such an advanced safety feature is in fact very strong in the current market. A recent study suggests that Indian buyers are willing to share vehicle and operational data with their car manufacturers to get safer driving experiences, with a significant 85% preferring to get safe route updates, and 84% preferring to get maintenance updates and updates to improve road safety and prevent collisions¹.

ADAS comprises several sub-systems that alert the driver of a variety of potential threats on the road, with systems for autonomous emergency braking, forward collision indicators, lane departure warnings, blind spot detection, etc. Together, they elevate the vehicle’s safety by encouraging drivers to be more alert on the road, and in some instances, even taking some automated steps that can minimize damage. If utilized mindfully, they can significantly improve driver behavior, make safe driving a conscious experience, and ultimately, make Indian roads much safer.

The future of ADAS: From being an option to becoming a necessity

Customers today are even willing to pay a cost premium if it assures enhanced safety for their car. As demand for advanced technologies that meet this customer need rises, systems like ADAS will become critical to make cars a compelling purchase. OEMs will gradually invest more of their research and resources to fine-tune the safety offerings in their portfolio, armoring them with smart tech interventions. With this increasing safety demand, costs will also eventually come down, making safety accessible to all people.

All industries function and grow only in tandem with evolving customer needs and aspirations. The automotive sector is no different. Safety is no longer a secondary consideration, and with customers taking conscious steps towards making it a critical metric when purchasing a car, the future of a smart, tech-driven, and safe future of Indian mobility seems to promisingly secure occupants from fatalities. Overall, ADAS is a game changer for the Indian consumer, providing enhanced safety, convenience, cost savings, and future-proofing capabilities. Moreover, it aligns with the aspirations of Indian consumers for advanced technology, improved road safety, and a better driving experience. However, it’s important to keep in mind that although ADAS is an important tool for guaranteeing the safety of passengers and the vehicle, it cannot replace human intervention because its sole purpose is to help drivers pay closer attention to the road.

¹Financial Express- Deloitte Automotive Consumer Study 2023

Published: 25 July, 2023 | mobilityoutlook.com

Author: Mr. Martin Uhlarik, Head of Global Design, Tata Motors

The world faces the challenge of accommodating a growing population while safeguarding the environment. Although automobiles have benefited millions of people, their environmental impact cannot be ignored. Hence, to meet the global agenda of a sustainable future and respond to the needs of environmentally conscious consumers, car manufacturers and designers are making substantial investments in developing an environmentally friendly vehicle inside out. For instance, at Tata Motors, we are now looking at every aspect of how a vehicle is designed, through the lens of sustainability. It is not just about whether a material is recyclable or the powertrain is electric, it is also about how it is manufactured, where it comes from, where the power is sourced from, so on and so forth. We have to ensure there is no greenwashing in the entire production process.

All round approach to car designing

The circular economy concept, based on repair, reuse, and recycling, is increasingly adopted by automakers to minimize waste and achieve carbon-neutral manufacturing and design. Designing vehicles for disassembly, utilizing easily recyclable materials, and implementing modular components can extend their lifespan and reduce environmental impact. Auto designers are committed to improving ergonomics, connectivity, and accessibility, aiming to revolutionize car ownership and promote sustainable transportation alternatives. This includes embracing shared mobility models, integrating intelligent technologies, and incorporating renewable energy solutions.

Incorporating sustainable technology

With sustainability at the core, car designers are venturing into a world of endless possibilities with sustainable materials such as recycled plastics, bio-based composites, and natural fibres that are being incorporated into car designs to reduce the environmental footprint of vehicles. In recent times, most automakers have come out with vegan interior designs that appeal to the sensibilities of vegan customers. The extent of use of sustainable technology will also help in improving the recyclability of a car when it becomes unusable.

Harnessing the efficiency of aerodynamics and electrification

Aerodynamics is crucial in reducing energy consumption and carbon emissions in EVs. Designers can reshape the front end of EVs for improved aerodynamic efficiency due to their simplified component requirements compared to ICE vehicles. This allows designers to create advanced, aesthetically pleasing designs that reflect the futuristic and environmentally friendly nature of EVs. They are not constrained by the body style placed on top of the platform, enabling them to optimize the form and function of EVs through aerodynamic enhancements and battery pack accommodation while ensuring visually appealing designs.

Indian customers and their maturing design literacy

The preference for personal mobility options among Indian car buyers has increased in the post-pandemic world. Car designers exert significant influence in enabling the sustainable transformation of the automobile industry by adopting cutting-edge materials, embracing electrification and alternative powertrains, improving aerodynamics, designing for the circular economy, and placing a high priority on human-centred designs. This synergy not only enhances environmental stewardship but also offers immense potential for creative and impactful solutions in the realm of mobility. At the end of the day, sustainability is all about how a product is made, used, and integrated into the environment.

Published: 17 July, 2023| financialexpress.com

Author: Mr. Martin M. Uhlarik, Head of Global Design, Tata Motors

The art of car designing has changed significantly since the early 20th century when they were merely four wheels fastened to a body with an engine. The time when cars looked like they were designed with a measuring scale has long since passed. Not just supercars, which are evocatively designed, but even modern commuter vehicles have started featuring stunning designs. Along with making sure that their car designs are aesthetically beautiful, designers are increasingly ensuring that their renders are smart and provide the liberty of equipping the production-ready version with the latest safety measures.

Road safety authorities across the globe have mandated several safety measures that new vehicles are expected to come equipped with. That is a challenge auto designers face frequently with ever-changing safety regulations. Hence, they work in order to meet these requirements by employing both active and passive safety measures in their design representations. With the help of cutting-edge futuristic design technologies, auto designers manage to embody these measures into their renders. These efforts lead to the creation of fantastic-looking vehicles that are also equipped with safety features to avert accidents and reduce their effects.

Incorporation of Active Safety measures

Modern automotive design technology has advanced significantly to the extent where a variety of tools are available to assist designers in creating the safest vehicles possible. Many collision avoidance technologies are available in modern vehicles, including blind-spot recognition, lane departure warning, and forward collision warning. To achieve precise identification and timely warnings, auto designers mimic these systems in their renders using sensor fusion, machine learning, and computer vision techniques.¹

Electronic stability control (ESC) is a crucial active safety mechanism that helps keep a vehicle stable and under control, particularly during rapid manoeuvres or traction loss. To ensure ESC’s optimal operation and responsiveness, auto designers integrate it into their designs using computer simulations and modelling techniques.²

Another important safety feature is Anti-lock Braking System (ABS), which considerably aids in minimizing wheel lock-up during emergency braking, allowing drivers to maintain steering control. Through the use of complex algorithms, sensor technologies, and advanced braking systems, auto designers incorporate ABS into their renderings.

Since passengers spend most of their time inside cars, interiors are intentionally designed with a variety of safety features and improvements. The use of straightforward user interfaces by the designers reflects the relationship between the driver and the vehicle’s active safety features. The designers also make use of a variety of features like driver aid displays, safety alerts, and feedback mechanisms to make sure that the driver is aware of potential hazards and can make informed judgements³ in the road-ready vehicle.

Prioritizing passive safety measures in car designing

Passive safety measures focus on minimizing injuries to occupants during a collision. Auto designers utilize advanced materials, such as high-strength steel, aluminium alloys, and composites, to enhance the crashworthiness of the vehicle’s structure. They employ finite element analysis (FEA) and virtual crash simulations to optimize structural integrity and occupant protection.

Seat belts, airbags, and head restraints are key components of occupant restraint systems. Auto designers consider the placement, deployment characteristics, and compatibility of these systems in the renders. They employ computer-aided design (CAD) and virtual prototyping to ensure proper integration and functionality.

In recent years, auto designers have focused on pedestrian safety by incorporating design elements that mitigate injuries in the event of a collision. They utilize advanced pedestrian impact analysis tools to assess and optimize vehicle front-end designs, incorporating energy-absorbing structures and pedestrian-friendly features.

The road ahead

Customers in India are becoming more safety conscious and are opting for sturdy vehicles that are certified with the coveted 5-star Global NCAP safety rating⁴. Hence, having safety features in cars has transformed from being an option to a necessity. This is further complimented by the regulations set in place by authorities. With the markets maturing and choices evolving, auto designing is becoming more dynamic and futuristic globally. Technology will continue to play a vital role in assessing the trends in the safety space and curating solutions accordingly. As auto designing continues to evolve, this process will continue to prioritize safety, striving to achieve new levels of protection for all road users.

¹https://sheengroup.com.au/resources/information-centre/what-is-the-difference-between-active-and-passive-car-safety-features

²https://www.continental-automotive.com/en-gl/Passenger-Cars/Safety/Functions/Active-Safety/Electronic-Stability-Control

³https://www.consumerreports.org/cro/2012/04/guide-to-safety-features/index.htm

⁴https://www.globalncap.org/safercarsforindia

Published: 12 July, 2023 | autox.com

Author: Mr. Martin M. Uhlarik, Head of Global Design, Tata Motors

Amidst what is an ever-changing automotive landscape ripe with possibilities, India is hurtling towards a new, unprecedented era of mobility. Like everything else involved in the building of a car that speaks to today’s customers, its design too, is changing – however, at its core, fundamental ideas remain. A vehicle with a good design is innovative, useful, and beautiful, but most importantly, is understandable.

With clean mobility and emerging technological innovations becoming key pillars for futuristic mobility, design too is evolving to accommodate a modern, simple, and inspiring ethos. India is at the cusp of a pivotal moment in mobility, especially for customers who are not only aware but well-versed in understanding what they want out of a car.

Bearing all these key trends in mind, we must also remember that Indian customers are more design literate today than ever and are well at par with these trends. They have a conscious outlook and keen eye for detail and recognize good design elements in their vehicles. It is a great time for us within the industry then, to look at some emerging design concepts that are becoming prominent, globally and within India. These concepts will play a vital role in influencing the upcoming design languages over the years. As automakers, we must make the best of these passions.

Broad strokes: Brands, mobility, and customer experience

Every car that is conceptualized represents a particular lifestyle and the relationship that the customer shares with the brand. The ideas that inform the brand philosophy are conveyed through every product, and together, the design of these products work actively to establish this relationship between the customer and the brand. Every product within the brand’s portfolio ultimately comes together, like pieces in a jigsaw puzzle, to convey a brand philosophy.

On an even broader level, a car’s design also conveys changing perceptions of mobility. Once, vehicles were luxury purchases. Today, they are accessible and an essential component of your day and life. The car’s ecosystem thus, must be designed such that it ties into the rest of your lifestyle. Mobility today is seamless and sophisticated, and mobility design, therefore, is intricate urban architecture. It is no longer about simply laying down the skeleton of a mechanical car that takes you from point A to B.

Finally deriving from both these ideas is the centrality of customer experience. As progressive creators, we are no longer designing the product, we are designing the experience. The design of a car embodies and delivers the aspirational experience customers expect—one that is serene and smooth for everyone, including the passenger, the driver, and even the bystander on the road. Car design today incorporates and alters the way the user interacts with the car as well as the landscape.

The sustainability mantra: Electric vehicles, economic designs

The industry-wide shift towards electric mobility and clean, emission-free vehicles is also definitely impacting design. One must reimagine what vehicles with alternative powertrains would look like. This must be in line with the needs of the customers. As mentioned before, the best design is one that creates a stimulation within the customer as well as makes them comfortable . Even beyond electrification, sustainability as an ethic is something that is closely shaping the contours of vehicles. Given the need for us to become more mindful of the kind of environmental impact we make, leading manufacturers are making incremental changes to transition to a sustainable form of design and its ethos is opening up a world of possibilities for designers.

Furthermore, AI is increasingly powering the push towards sustainable design trends by influencing inputs and creating something fresh and unique in the quickest possible time. Additionally, the inclusion of AI tools aids designers to harness their maximum potential, while minimizing resource waste. In the coming years, the aura of newness around design features will drive customer aspirations. In tandem with today’s design ethics, the design of the future will be simple but sophisticated, minimal but emotional, and constructed mindfully to suit the taste of a whole new generation of customers. Afterall, the best and most attractive designs are always the simplest.

Published: 11 July, 2023| financialexpress.com

Author: Mr. Mohan Savarkar, Vice President, Product Line, Tata Motors Passenger Vehicles Ltd.

Globally, there has been an enhanced focus on road safety over the past decade. Safety today has undeniably moved to the very top of the customer consideration list when purchasing a car, and automakers have been introducing interesting tech features to secure their products. Since its inception, driver assist systems or autonomous driving have been aiding safe driving. This technology has varying levels ranging from Level 0 (no automation) up to Level 5 (full vehicle autonomy)

In mature markets in the early 2010s, global brands would have Level 2 ADAS restricted to the flagship products. As time passed, with improved advanced computing and chipsets coming in at affordable prices, the scale has improved, and penetration for these systems has trickled to even mass-market brands in the early 2020s. The same is seeing mirrored in India with the first premium vehicles (>30 lakh segment) seeing penetration in the 2020 timeframe, however, the trickling down to other segments is anticipated at a much faster rate compared to the global trajectory. We now see this technology entering into the sub-15 lakh segment within 2 years.

But what exactly are these systems, how do they work, and how can we use them best? Here is a concise guide to help you understand the key components of ADAS, why is it essential, its realistic challenges and the opportunities that exist, so that we can all collectively make the best of this exciting new feature that promises to revolutionize car safety.

The key components and the software content level in ADAS-equipped vehicles

The majority of ADAS systems now being used in mass-market vehicles combine radar and camera-based perception. To address market-specific use cases, such systems often evolve through increased market-specific training and the development of vision systems. For instance, the environment in underdeveloped nations may differ greatly from that in markets with developed infrastructure and stricter enforcement of traffic laws.

Additionally, a variety of imaging and perception technologies are being used more and more to enhance system capabilities. Examples include incorporating multiple layers of sensing via stereo and surround-view cameras, LiDAR, and differential-GPS-based localization for robust perception in all environments. Advanced driver monitoring systems help monitor drivers’ alertness, weariness, and controllability. Vision-only based perception is rapidly becoming more capable of sensing and enabling responses for a much wider range of objects and environmental elements, in addition to the normal object classes like vehicles, cyclists, pedestrians, animals, and road infrastructure, thanks to increasing algorithm training. Most existing models with ADAS are based on initial levels of automation, which means that even though this technology will greatly reduce accidental damage, it is also necessary to pair it with human reflexes.

It works in three phases. In its “sense” phase, the vehicle perceives and analyses its surroundings. Subsequently, in its “plan” phase, it processes the information and prepares a driving strategy. Finally, in its “act” stage, it alerts the driver to take necessary measures, and to a degree, utilizes its steering, and braking system interventions to avoid accidents. This tri-step process is the core of ADAS and summarizes exactly how we can make the best of it. Through the car’s camera, radar, ultrasound sensors, and other devices – it will sense, through its intelligence – it will plan, and with its interventions, to some capacity, also act, but the driver must also consciously react with the system through these phases.

Why ADAS is essential

When thinking of future-ready safety interventions, ADAS is indeed critical for cars. Far beyond being just a gimmick, ADAS provides real-world solutions depending on varied use-case scenarios. Through significant advancements in simulations, machine learning, and processing technology in cars, ADAS provides intelligent intuition and data-backed processes to alert drivers throughout their journey and interacts with wide-ranging sub-systems to also act, hence covering all grounds.

Consider, for instance, if a collision is about to occur. The Forward Collision Warning in ADAS will provide an audio-visual warning of a probable collision by sensing objects, vehicles, and people from a distance and alerting you just in time to take necessary action. The Autonomous Emergency Braking system, will, if required, apply brakes on its own in time to help prevent the collision in most cases, ensuring safety. Similarly, Lane Departure Warning systems can encourage drivers to stay alert on the road, while features like Blind Spot Detection or High Beam Assistance can automatically identify blind spots and adjust headlights depending on incoming vehicles respectively.

Influence of ADAS in boosting data generation and computing power of a new-age car

Automobile electronics and technology were previously somewhat limited, mostly consisting of infotainment screens and engine management systems. Due to advancements in computing power from allied industries like consumer electronics, automobiles are now equipped with powerful processors that can handle teraflops of data. In modern-day cars, the need for computing power and mobile network requirements has increased significantly with the ACES megatrends.

Autonomous driving likely has the greatest effect, since it necessitates higher onboard-computing power to analyze massive amounts of sensor data in real-time. Other autonomous technologies, over-the-air (OTA) updates, and integration of third-party services also require high-performance and intelligent connectivity within and outside of the car. The addition of multiple sensors, and cameras with high resolution measuring things like location, performance, physical parameters, and driving behavior, often several times per second could produce data anywhere between 1.4 TB to 19 TB an hour.

The computing power typically referred for ADAS is measured in TOPS (Terra Operation Per Second). The TOPS of a Level 2 ADAS chip is typically between 10 and 100 and will reach 1000+ for Level 5 autonomy. Each level is divided further based on functionality influenced by perception algorithms, motion control, and driving/ perception AI. The major hardware/chip players are moving from processors in vehicles capable of 1 TOPS in 2018 to 2000 TOPS In 2024 to support automated driving and cockpit functionalities.

Challenges and opportunities in the ADAS implementation journey

From a technological perspective, each level of autonomous driving poses a different set of challenges. The Level 2 autonomy, while now common in the higher-end cars in India, is making the technology affordable, and democratizing this safety element to small cars is a challenge to overcome.

As the levels of autonomy grow further, the challenges grow along with it. The evolution of several sensors/radars/cameras that are a part of the vehicle’s electrical architecture becomes necessary, along with their ability to accurately deal with the varied and unique use cases on Indian roads, including Vulnerable Road Users (VRUs). It is also important to understand that the purchasing power in a market as large as India is still limited and the choice of cars available are still geared towards the lower price segments.

The above challenges create significant opportunities for our talented and undeterred young workforce in India who are also exposed to global technologies and know-how. Working on developing a unique resolution to these challenges would give rise to globally competitive systems with the ability to work in any condition across the world.

On the path to a safer future

It is crucial to remember that while current ADAS undoubtedly works for the betterment of all occupants in the car, it certainly is not to resign all control. It is, as mentioned earlier, a very intelligent tool that can substantially secure the vehicle, its occupants, and objects outside the car only if it is utilized in a mindful and responsible manner. In its ‘sense’ phase, it can accurately judge potential threats, but essentially drivers must work with it in the ‘plan’ and ‘act’ phases.

Smart technological interventions like ADAS can go a long way in ensuring safety in everyday driving, and can even encourage positive, mindful driving behaviors by training us to be more aware of our roads. Ultimately, the industry’s endeavor with such promising technologies is to minimize accidents on Indian roads, ushering in a new era of safe mobility.

Published: 07 July, 2023 | auto.economictimes.indiatimes.com

Author: Mr. Vinay Pant, Head of Marketing, Tata Motors Passenger Vehicles Ltd.

Amidst the myriad vehicle form factors available in the market, the SUV segment has witnessed an unprecedented upsurge in demand globally. In India, a nation known for its long-standing predilection towards smaller cars, the sales of SUVs have scaled up remarkably in recent years defying convention. This can be attributed to a plethora of appealing attributes inherent in SUVs encompassing an elevated seating arrangement, artfully sculpted aesthetics, enhanced cargo capacity, as well as a commanding road presence, among other captivating features, which have allured discerning consumers.

Growing SUV Trend

Globally, the sales of SUVs have experienced extraordinary levels of growth and sustained favour among consumers. The SUV market is projected to grow from USD 885.8 billion in 2023 to USD 1,221.7 billion in 2027, at a CAGR of 6.6 per cent. The growing demand for vehicles with increased comfort features would create potential demand for SUVs in the coming years. In the Indian automobile market, out of the top 25 vehicles sold, 12 are SUVs, emphasizing their prominence. In fact, SUVs and UVs accounted for over 1.9 million units, representing 50 percent of the total vehicles sold in FY2023.

One of the primary factors contributing to the surge in disposition towards SUV in India can be attributed to the road conditions prevalent across the country. India has the world’s second-largest road network and every year thousands of kilometres of new expressways and highways are getting added. However, the impact of India’s weather, terrain and rapid urbanisation on the road infrastructure presents numerous challenges for our drivers. In this context, vehicles with higher ground clearance have always been favoured by the Indian car buyers, and SUVs emerge as the optimal choice for navigating Indian roads. In recent times, the availability of SUV models across a wide price range ensures that they cater to the diverse needs and lifestyles of myriad types of buyers.

Understanding Changing Customer Preference in the Dynamic Indian Automotive Landscape

Far from the days when SUVs seemed unattainable due to their high price and scant choice, the category has fast evolved into objects of desire for today’s consumers. This transformation can be attributed in part to increasingly stringent safety regulations, which has narrowed the price gap between SUVs and the popular segments like the hatches and sedans. As the Indian automobile buyer is becoming more affluent and aspirational they are now wanting to upgrade to safer, larger and more advanced vehicles; and SUVs fit this ambition perfectly. SUVs are practical, robust and fuel efficient making it the new status symbol among customers.

The approach to building SUVs, too, has undergone a revolutionary shift. SUVs have evolved from body-on-frame designs to monocoque structures, thereby improving the vehicle handling, ride quality and most importantly, their safety. Another notable improvement has been on the fuel efficiency front, and this has further heightened their appeal. Some automobile manufacturers read this customer trend early, and today SUVs are even challenging hatches in terms of price points. This has made these once-elusive vehicles more accessible to a broader range of consumers. No wonder then, SUVs have been warmly embraced by consumers, and this trend shows no signs of slowing down.

Segmentation of SUVs

The upsurge in buyer enthusiasm has sparked a proliferation of SUV categories within the Indian automotive market. As the dominant segments approached their peak, manufacturers swiftly adapted by presenting a plethora of sub-segments of SUVs, meticulously crafted to accommodate even the most nuanced preferences of buyers. Through this astute approach, they successfully addressed the diverse requirements of customers across various dimensions and price ranges.

Historically, Indian car buyers have displayed a fondness for compact hatchbacks due to their small dimensions, facilitating effortless navigation through restricted spaces, commendable fuel efficiency, and competitive price points. Nevertheless, the shifting dynamics within the automotive landscape towards the SUV segment indicate that consumer preferences are evolving and transcending mere economic considerations. This transformation can be attributed to changing lifestyles, augmented disposable incomes, and an enhanced awareness of emerging market trends. As a consequence, car buyers now seek vehicles that embody the latest advancements, including cutting-edge features such as connected car technology, additional safety through 6+ airbags and Advanced Driver Assistance System (ADAS), high end branded infotainment, panoramic sunroofs, ventilated and powered seats (even for co-passengers), and an array of other sophisticated amenities.

The interpretation of an SUV by car buyers has undergone a notable transformation, mirroring their evolving preferences. Once accustomed to bulky, boxy, and underpowered SUVs that posed challenges in terms of manoeuvrability, today’s consumers seek SUVs that align with their desire for enhanced road presence, cutting-edge technology, and contemporary designs. Through the introduction of sub-segments such as lifestyle, high, mid-size, compact, sub-compact SUV and more, manufacturers have successfully tapped into the unique desires of potential buyers, enticing them away from the traditionally favoured hatchbacks and sedans.

The Power of Marketing and Branding

Along with providing a wide range of options, automakers have also excelled in aligning consumer inclination towards SUVs with targeted marketing and branding techniques that have together contributed to the success of SUVs in India. Marketing strategies have played a pivotal role in boosting customer demand for SUVs by skilfully highlighting their USPs such as design and looks, technology, safety, performance, accessibility, and other key attributes.

With the rapidly evolving customer sentiments, automakers have managed to effectively leverage their marketing prowess by generating hype around SUVs. Targeting the youth, marketing departments are creating campaigns targeted to stand out in the era of cut-throat competition and information overload. With the help of eye-catching advertisements, innovative social media campaigns and having popular celebrities on board as ambassadors, automakers are continuously innovating by experimenting with various marketing tools to attract consumers to their SUVs. More than the product, they want to inculcate a new lifestyle among consumers, something that is stylish and desirable, to appeal to the inherent sensibilities of the buyers.

Tailoring SUVs for the Indian Market

The SUV market in India begins with the sub-compact SUVs and goes up to the premium and luxury SUVs – creating avenues of opportunities for OEMs in India to create various sub-segments as per the choice and preference of customers. The continued diversification has also allowed manufacturers to open up the market for more SUVs for buyers to choose from, such as the sub-compact SUV that combines the utility of a hatchback with the durability of an SUV.

With the push towards electric mobility, manufacturers have also started developing e-SUVs that combine the positives of an SUV with the efficiency of a green powertrain. This segment has been witnessing a steady increase in sales, which is bolstered by the confidence of environmentally conscious buyers who want an SUV that is not powered by fossil fuels.

The Path Forward

The SUV craze in India has been witnessing an exemplary rise in growth and does not show any sign of slowing down yet. The overwhelming demand for SUVs in India has caused the other segments, especially the hatch and sedan segment a serious run for their money. By keenly analysing the needs and aspirations of the consumers, manufacturers have been able to position their SUVs with key attributes such as versatility, offering customization options, packing in the latest in technology and safety, and offering attractive financing options. With more SUVs set to join the market, the role of marketing and branding in shaping consumer preferences and driving sales continues to remain crucial in the years to come.

Published: 05 January, 2023 | www.exchange4media.com