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Beyond The Car: Designing The Future Of Mobility
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 [...]