Ajay Jain, head of Tata Motors’ Indian design studio plays a critical role in all of Tata Motors’ passenger cars. The Indian studio, after all, is integral to the workings of the entire design vertical, with a pulse on the market and the ability to fine tune designs for Indian sensibilities. The Tata Curvv is an important car for Tata Motors and its styling is the big draw – a coupe SUV, at a never-seen-before price. Ajay talks us through the phenomenon that coupe SUVs have become, the challenges of designing one for a compact footprint, on what Indians perceive as good design, and a lot more!
“A coupe SUV feels more appropriate for Tata Motors because the brand has historically been a disruptor and a segment creator rather than a follower. In this segment, many leaders produce generic, boxy SUVs. If you're entering such a crowded space, you can't come in with another "me-too" product.
“For Tata Motors, it makes sense to offer something exciting and distinctive — a car with flair and excitement that breaks the mould. We've seen this approach with the Harrier, which is one of the most dynamic large SUVs, and similarly with the Punch and Nexon. A coupe SUV seemed the logical next step.”
“With larger SUVs, there's much more room to play with in terms of design. Compact SUVs, on the other hand, present unique challenges. A coupe is typically about elegance and flowing lines, so making a compact version look elongated and sophisticated is a thrilling but demanding task.
“Take the Curvv, for example. There's a sharp turn at the C-pillar, which maintains elegance despite the compact size. Achieving this without compromising the overall design is both challenging and rewarding. While it’s easier to make a 4.5-metre coupe SUV look elegant, making a 4.3-metre car look equally appealing is an exciting design achievement.”
“Our design process is highly collaborative. Tata Motors has studios in the UK, Italy, and India, and each brings unique strengths. For example, the UK benefits from its access to JLR’s ecosystem and history. Italy draws from its heritage of Italian craftsmanship. India plays a pivotal role, especially for fine-tuning and aligning the design with local sensibilities. We understand the Indian market’s pulse — its tastes, preferences, and even constraints like manufacturing realities and customer expectations. After a design reaches a certain maturity, it always comes to India for final refinement and detailing.”
“Indian customers value space and practicality. Cars here are often family-oriented, accommodating four or five people comfortably. Features like a spacious boot and rear seat comfort are crucial, as many buyers are chauffeur-driven, even for SUVs like the Harrier or Safari.
“Indian buyers also appreciate a touch of flair — something expressive and distinct. For instance, while Scandinavian designs focus on minimalism, Indian customers tend to prefer interiors with a sense of value, some bling, and vibrant colours.”
“It’s not just about what we decide to include; it’s about what we decide not to do. While we have numerous viable options, the choices we make reflect what aligns with our brand’s history, values, and vision for the future. This process of elimination leads to differentiation.
“Take the 4m segment as an example. While one company approached it with a utilitarian design by converting a 4x4, we chose an emotional approach. Each approach is distinct, and both are valid. In the past, all hatchbacks were quite similar – just slight variations in size or height. Now, there’s room for risk-taking and differentiation.”
“Martin once beautifully explained how inspiration comes from everything around us – even beyond this planet. It could be something as simple as the sound of a bird. Take the EVs, for instance. They emit a subtle sound under 20 kmph – unobtrusive yet functional. A lot of thought, science, and art go into such details to ensure they enhance the experience without causing annoyance.
“Our work in the studio often spans years, and even after such long periods, we remain passionate about what we create, confirming its timelessness. This was especially challenging during COVID, but it reaffirmed the importance of creating designs that align with the brand and resonate with efficiency and aerodynamics.”
“We’ve consciously chosen curves over boxy designs for our EVs to reflect efficiency. This approach is consistent with our ethos – to be innovative and not create “me too” products. Our DNA pushes us to make bold, disruptive decisions, whether it’s introducing a Nano with an engine in the back or crafting entirely new vehicle segments.
“As we venture into more diverse markets, especially in electric vehicles, there’s room for significant creativity. Electric platforms offer freedom to innovate with new body styles, enabling us to remain disruptive and true to our brand identity.”
“We’re designing cars well into the 2030s, exploring futuristic concepts and body styles. While not every sketch or idea makes it to production, the goal is to leave no stone unturned. The iterative process ensures that when decisions are made, they’re backed by exhaustive exploration and confidence.”