Beyond The Car: Designing The Future Of Mobility
businessworld.in Sep 21, 2026

Beyond The Car: Designing The Future Of Mobility

AI-summarised brief · reviewed before publication

At the Future of Design Summit & Awards 2026, Ajay Jain, head of Tata Motors’ Design Studio, detailed the company’s strategy for reviving the Sierra, a model originally launched in the 1990s as one of India’s first domestically designed cars. Jain emphasized a shift from merely adapting foreign designs to creating products tailored for Indian users, focusing on generational appeal, interior ergonomics for large families, and a blend of traditional clay‑model craftsmanship with virtual‑reality tools. The redesign retained recognizable Sierra cues while updating proportions, cabin layout, controls, and materials to meet contemporary expectations. Jain described internal debates over engineering compromises, insisting on preserving the vehicle’s visual identity. The effort resonated with consumers, generating 70,000 bookings shortly after unveiling.

💡 Why It Matters

  • · Tata’s India‑first design approach demonstrates that localized automotive innovation can drive strong market demand, challenging the industry’s reliance on global platform copying.