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Mahesh Laxman Shinde | mahesh.shinde99@gmail.com
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Compact Crossover 2015
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Guide Bhaskar M R Bhatt
Sponsor Tata Motors
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Keywords automobile market;brand image;ergonomic considerations;H-point (hip point)
The global automobile market is flooded with latest engineering and technological trends. Luxury, utility, and functionality are aspects that drive the consumers to make their choices. This project focused on an affluent class of consumers in the age group of 30–40. It aimed at designing a lifestyle vehicle that would have the footprint of a sedan, but would have the appearance of an SUV for 2015.
Research helped analyse the brand image. A customer study was necessary to understand habits and lifestyle of the target users. Customer survey comprised personal interviews and questionnaires. Mood boards and themes were developed; sketches of various forms were also made and explored. As an outcome of the research phase, six styling themes were shortlisted for the crossover vehicle—Crease, Floating, Breathable, Cavity, Geometric, and Volume.
The final concept was shortlisted and judged according to these styling directions; these were taken to the next stage of surface and formal detailing. The next task was to define its form language; this was followed by concept refinement. Ergonomic considerations are integral to automotive design; in this context, it was established that the higher H-point (hip point) is crucial to the entire design of the vehicle, including roof height, aerodynamics, visibility, and ease of comfort among others. Alias Model Making helped refine the concept further.
This project helped get an overview of the Indian automobile industry in general, along with understanding the latest automobile trends in the context of crossover vehicles. |
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