Young Designers 2011

		Young Designers 2011
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Snehal Laxmanrao Pawar | snehalpawar_nsk@rediffmail.com

Evoke: Truck Exterior Styling for India 2020

Transportation and Automobile Design | PGDPD
Guide: Bhaskar MR Bhatt
Sponsor: Asia Motor Works Ltd., Mumbai

Keywords
Indian truck
Futuristic
Stylised
Sadhu

The brief for my diploma project was the exterior styling of Asia Motor Works (AMW) truck for India in the year 2020. My aim was to create a new truck with a unique design language, volume and features that were inspired mainly from Indian culture and based on an imagined future Indian trucking scenario.
I studied AMW's existing and line-up vehicles and their exteriors and also concept trucks to get an idea of the form language and key features used by the competitors. The project focused on styling, fuel efficiency and a new driving experience. Insights into user preferences were gained through informal discussions, interviews and observations. A 2020 truck would have to allow for superior storage space in the cabin, a homely feel, an isolated sleeping zone to reduce disturbance, better ergonomics, greater safety and visibility, driving comfort and a fresh look, without losing its Indian identity.
Since AMW does not have an established design language, I had the freedom to develop a new design DNA for the company. A visual of a sadhu (sage) with a yellow-and-red religious mark on his forehead came to my mind. This would be the signature of AMW's new truck cabin, Evoke. The striking headlights would represent a viper's eyes — aggressive yet purposeful. Design explorations and refinement of selected ideas led to the generation of one concept. CAD modelling helped define the proportions and get the desired surface quality.
Though this was an exterior styling project, I gained insights into the lives of truckers and their families. I strongly feel that Evoke will play on the Golden Quadrilateral in future.