Q1. Could you start by giving us a brief overview of your professional background, particularly focusing on your expertise in the industry?

Having completed my bachelor’s and master’s degrees in automotive design from Coventry University (UK) and IED (Italy), respectively, I have worked for Original OEMs such as Mahindra and Maruti Suzuki for the past 14 years. My expertise lies in the Exterior Design domain, and I have had the privilege of being part of various projects, including Concept cars, Show cars, Accessories, and full-vehicle design projects for Electric and ICE vehicles.

Q2. How do you see the growth trajectory of the Indian passenger vehicle market, particularly in compact SUVs, EVs, and hybrids? 

The Indian Automotive market is on a rapid growth trajectory. India has primarily been an ICE power train-focused market. Due to Government initiatives and emission regulations, the market is slowly shifting towards alternative powertrains such as hybrids and EVs. At present, the EV market share is not growing rapidly, but it is undeniable that EVs will demand a larger share of the market in the future. This trend is also supported by OEMs such as Mahindra, Tata, and MG developing EV technologies and creating compelling value propositions and alternatives to ICE vehicles for customers. Unlike in Western markets, Hybrid technology is not gaining traction in the Indian market, as it comes with compromises on factors such as cost, Weight, and Luggage space in the vehicle.  
From an automotive design standpoint, the trend has definitely shifted away from Hatchbacks and Sedans to SUVs and crossover styling/proportions in India. This is partly influenced by the unreliable road conditions across the country, for which a higher ground clearance and a higher seating position give customers the confidence to reach their destination safely. 

Q3. What are the biggest shifts in consumer expectations you’re noticing in car design—performance, comfort, safety, digital integration, or sustainability?

India has a large young population with an average age of 28. This, along with the country's rising median income, means customers' priorities are shifting. India was previously a very fuel-efficiency-focused market, as was made famous by the ‘Kitna deti hain’ ads by Maruti Suzuki. The increase in income of the urban buying population has brought greater attention to safety over the past 5 years. A 5-star safety rating has now become the standard that every OEM is trying to achieve. Along with safety, the young urban population is much more tech-savvy, and thus, car manufacturers are competing with one another to provide as much tech and seamless digital integration as possible in their products. In recent years, with the successful launches of cars like the MG Windsor and Kia Syros, we have seen a growing trend of customers seeking comfort and sustainability.

Q4. What role do you think digital technologies (AR/VR, AI, digital twins) will play in transforming automotive design and customer experience?

Digital technologies such as AR/VR are already integrated into vehicle design and development. AR/VR is used right from the inception of the design and development process for reviewing 3-D CAS models and refining the sculpting of exterior forms, right until the end stage of the development process, to check for gaps and flushness before final tooling. By integrating these technologies, the development time for a vehicle has been significantly reduced. AI is also being used to analyse ergonomics and aerodynamics, and to incorporate specific driver-assist functions into vehicles. As these technologies improve, they will help deliver a better product to market faster and enhance efficiency, safety, and the driving experience for customers. 

Q5. How do you think the push toward sustainability, EVs, and cleaner mobility is opening up new avenues for design and market growth?

The push towards EVs and cleaner mobility has prompted the incumbent big automotive players to shift their future strategies and invest in developing new multi-powertrain-capable platforms and battery technologies. This has also given smaller players and startups like Ola Electric and Euler a chance to disrupt the industry. The EV powertrains introduce new vehicle design requirements, such as increasing the wheelbase to accommodate a larger battery and raising the seating height due to a floor-mounted battery, which increases the vehicle's overall height. These create new opportunities and challenges for designers to achieve vehicle proportions and silhouettes that differ from traditional ICE proportions and silhouettes. The lack of front opening and reduced cooling requirements, added tech like ADAS and high-tech lighting, are creating opportunities for designers to develop newer vehicle graphics.

Q6. Which automakers do you think are setting benchmarks in design, technology, or customer experience that others are watching closely?

As far as global players are concerned, Tesla and BYD are setting the benchmark for new approaches to vehicle manufacturing, technology development, and faster development timelines. As for the Indian market, Mahindra and TATA are setting a benchmark by creating products with a good combination of features, striking design, Range, ADAS, and in-vehicle comfort. Products like BE6 and Sierra have made Global OEMs sit up and take notice of what Indian customers are expecting.

Q7. If you were an investor looking at companies within the space, what critical question would you pose to their senior management?

The question I would pose to senior management in this space, as an investor, would be: “How is your product differentiating itself?” This ‘High differentiating factor’ is critical for a product to distinguish itself and succeed in this highly competitive, saturated market.