Design is an integral element of innovation. At Tata Motors, design is not just about developing new surfaces, blending colours, materials and finish, but also about creating compelling products that offer the latest technology-rich features and deliver high performance.
In keeping with our transformation journey, we introduced the IMPACT Design philosophy for our passenger vehicles in 2016. IMPACT Design formed the over-arching design brand which stood for ‘Immediate IMPACT at first sight. Lasting IMPACT over time.’
Our design teams based in UK, Italy and India have created this all-new design language that is demonstrated in our new launches. The dynamic Tiago hatchback was the first product launched with this design language, followed by Hexa, the lifestyle SUV, India’s first styleback Tigor, and the recently launched SUV, Nexon.
Building on the Impact Design philosophy, we introduced the second phase of our exciting design philosophy in the 150th anniversary year of the Tata Group - IMPACT Design 2.0. Introduced in January 2018, IMPACT Design 2.0 is a sharper, more contemporary expression of the now recognisable Tata Motors’ Design language, which captures the attention of the viewer in the first few seconds. It is recognisable, memorable and above all stunning.
The IMPACT DESIGN 2.0 Philosophy is refreshed under the 3 ‘Ex’ and 3 ‘In’
The design language extends to our commercial vehicle range as well. Termed as the Premium Tough Design philosophy, it combines the rising levels of visual richness and sophistication with robustness and reliability.
On the exterior, the prime visual focus is on the Trust Bar, which is a strong, refined and finely-finished branding element that works integrally with the Tata Logo and connects across the CV range. The interior design is focused primarily on usability and pride of ownership coupled along with an ambience that is designed to provide an inviting, yet functional experience.