Tata Impact 2.0 design: Is it really a game changer?
By: Sushant on | 5 minutes read
What is Tata Impact 2.0 Design?
Tata motors is one of the oldest names in Indian automotive world. Tata is manufacturing vehicles since 1945. The company has a loyal following of customers. From the last 73 years, the company has great brand value in the commercial vehicle segment. Currently, in the passenger car segment, Tata Motors is experimenting with new design language called Tata Impact 2.0 Design.
Starting from 2016, Tata Motors is following a completely new design theme named Tata Impact. The first product to carry this design language is Tata Tiago Hatchback. Soon after the Tiago launch, the company manufactured a series of products namely Hexa, Tigor, and Nexon compact-SUV. All of these cars and SUV’s are based on this new theme i.e. Tata Impact design.
The Impact design language is a collaborative effort between the design teams based in Italy, UK and India. The actual meaning of the new design philosophy is ‘Immediate impact at first sight, lasting impact over time’.
Tata impact 2.0: Design language of the future
The Impact 2.0 is the second generation of the Impact Design philosophy. The new design philosophy introduces in the 150th anniversary year of the Tata Group. The newer version is more modern, sharper and contemporary.
Tata Impact 2.0 design language is more focused on capturing attention in the first few seconds. The design is also more stunning, recognizable and able to last in memory for a long time. The radical shift in terms of design is extremely critical for an extremely competitive market like India.
First of all, Indian automotive Industry is evolving rapidly. New international brands are coming with new generation products. The design is the only thing that captures the attention. Rather, we can say that it is the first step to convince someone to buy a car. In India, the design matters more and later comes speed and power. If you able to make a radical shift in the design language, your chances of winning the market increase. In addition, the build quality is also important.
An Advance Modular Platform (AMP) with Scalable Architecture:
Tata is currently developing and manufacturing the passenger cars on six different platforms. Soon, all these platforms will be phased out. Tata Motors will replace them with an Advance Modular Platform (AMP) and Q platform which is basically L550 platform utilized in land rover discovery sports.
Tata Motors designed this platform from the ground-up. The engineering and design teams started working on the platform every day from the start. The AMP can revolutionize the way going forward. The new AMP and Q platform are scalable as well.
The AMP platform will cover a range of products from small hatchbacks to crossovers while the Q platform will cover a full-sized SUV. The AMP can accommodate cars ranging from 3.8 to 4.4 meters in length with 18-inch wheels. The Q platform can accommodate cars ranging from 4.4 to 4.8 meters in length with 21-inch wheels. The scalability of the platform opens up the new opportunities for Tata Motors.
The Tata Impact 2.0 design features:
The impact design philosophy is distributed over 3 ‘In’ and 3 ‘Ex’. The three ‘In’ represents components from the interiors while three ‘Ex’ represent components from the exteriors. All of them represent the combined updated version of Tata Impact 2.0 Design philosophy.
Interior in Impact 2.0 design:
The interior design is represented by 3 ‘In’ means Inviting, Intelligent and In-touch. The Inviting interior design creates an urge to discover more things. The customers prefer clean and elegant interiors. The Intelligent use of materials, colour combinations and accessories helps the consumer create his own environment. As a result, s/he will enjoy the driving experience to the fullest.
In-touch is all about the touch experience and functionality through various screens and monitors. It also includes intuitive experience to consumers. The position of touch display is strategic. All of this ultimately results in effortless driving experience with almost no fatigue.
Exterior in Tata Impact 2.0 Design:
The exterior design is represented by 3 ‘Ex’ which means Exciting, Expressive and Extraordinary. The exciting and stunning body proportions thrill the viewers in just a glimpse. As a result, the product can deliver ultimate road presence. The expressive surfaces give a futuristic view. The design features include two lines - the humanity line and slingshot line. Both the lines across the length along with the diamond shaped windows result in instant recognition.
In addition, the extraordinary focus on detail like the new 'Tri-Arrow' pattern will now mark the presence of the car. Such design features reflect the Indian-Global design language. The said design also marks India's strength as a country and Tata Motors devotion towards it.
‘Premium TOUGH’ Design Language for CVs:
The Tata commercial vehicle segment will also go through the makeover phase with Premium TOUGH design language. In this design language, the exteriors are more focused on the Trust Bar. The refined branding element is 'Trust Bar'. It also merges with Tata logo exceptionally.
Pride of ownership and usability are focused during designing interiors. So, the design language also focuses on creating an inviting ambiance along with functional experience.
In conclusion, Tata Motors is raising the bar in terms of design. But, it is also important to see the implementation side of the said design language in the upcoming products.
Tata Impact 2.0 design: Is it really a game changer? was last modified: April 16th, 2018Sushant
Sushant is an entrepreneur, marketing consultant, and an auto-enthusiastic blogger. He regularly publishes specific articles on the latest happenings in automotive technology. When not writing a blog, he engages in his other ventures or goes on long-distance motorcycle rides.