CHENNAI: The Indian automobile market has evolved over the past few years. Competition has increased as foreign manufacturers have started tasting some success, customer tastes have become more volatile, and the ‘value for money’ philosophy among customers is changing into ‘money for value’.
But, while automotive giants have begun pushing harder to bring in more India-specific models, the challenges are only rising for those in charge of designing cars. While foreign companies have been successful in this regard, they have not been able to make a mark in the sub-four metre compact segment.
“These companies have always been behind in this aspect. American and European firms know how to build a car really well. But, they weren’t able to figure out how to fit in this good car into a sub-four metre frame,” pointed out Abdul Majeed, partner and auto expert, Pricewaterhouse Cooper.
Those foreign firms that have done well have all succeeded in designing good cars in these segments. For example, Hyundai’s erstwhile Santro was the first to give Maruti Suzuki and its portfolio of small cars a run for its money. In fact, Hyundai recently announced that the Santro, discontinued from 2015, is set to make a comeback into the Indian market.
“Recently, the Renault Kwid has also done well, so have a few others. This is where the challenge is -- you have to keep cost in mind when you are building a car for India. But, you also have to give customers what they want and expect,” Majeed added.
Tata Motors, too, has started to shift more focus on the small car segment. The Tiago, launched last year, is the first car from the Tata fold that has excited consumers after a long time. And, design has played a vital role in how the car has been received.
“The match of a brand design identity to the identified segment is extremely important for design to play its role in becoming a differentiating factor,” stated Pratap Bose, head of design at Tata Motors.
“Car makers, who have a pulse on what trends are emerging and will become mainstream in the future, are the ones who will be able to capitalise and lead.”
But, designers can no longer stick to tried and tested solutions when it comes to compacts for the Indian market. Because, as Majeed says, customers’ preferences are changing rapidly. “They expect more” but are still “cost-conscious”.
“Our biggest problem was figuring out miniaturisation. Big cars, obviously, give more room to play with. In a small car, not a centimetre can be wasted. But, cars have to be stylish and pack a punch. This is why so many cars are becoming highly electronic now,” said a senior designer working for a local auto giant.
“So, changing tastes, the desire for something new, and the need to differentiate can be a challenge for some designers, and an opportunity for others,” added Bose.
The opportunities are coming in the form of cross-overs – cars that do not fit into any one single segment. Like the Renault Kwid, the Datsun Go-Cross, the Maruti Suzuki S-Cross and more recently, Tata Motors’ Hexa.
“Some very traditional segments still exist in India like the medium size sedan, which is still seen as a status symbol. We are of course seeing the shift away from sedans towards crossovers, which give the customers a lifestyle choice, as well as satisfy their need to sometimes display their status,” pointed out Bose.
The most important aspect of design, Majeed concludes, is consistency. “Like stated, some foreign players have tasted small car success. But the key is consistency. For that, constant innovation is required and design has to be on the cutting edge.”