In keeping with its
transformation journey, Tata Motors has announced its new Impact Design
language for its upcoming passenger vehicles. With the recently unveiled Zica as
the first new product under this design language, the Impact Design forms the
over-arching design brand which stands for ‘Immediate Impact at first sight.
Lasting Impact over time.’
According to Mayank Pareek,
President, Passenger Vehicle Business Unit, Tata Motors, “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 recognises 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.”
According to a company press
release, It is after keeping the media-saturated customer in mind that a new
design language had to be created, something that could break the clutter and
reinvent the wheel every time it was applied. And thus, the Impact design
philosophy was created.
Impact Design further distills
the design elements that can be expected from all Tata Motors Passenger
Vehicles. It will be achieved through key design elements on the Exterior and
The Exteriors design will be
defined through ‘EXciting’, ‘EXpressive’ and ‘EXtraordinary’ features:
1. 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
2. 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
3. Extraordinary: Details
inspired by Indian Architecture
Source: Tata Motors
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