Tata Elxsi, the global design powerhouse amalgamating technology, creativity, and engineering, and Tata Motors, a trailblazing force in the automotive sector, have clinched the prestigious German Design Award 2024. The accolade, an Excellent Product Design award, celebrates their outstanding collaboration on the Tata Motors Gen 3 HMI, underscoring their commitment to innovative design developments and global competitiveness.
Recognition in Innovative Design
The German Design Awards, renowned for setting international standards in design innovation, have bestowed the Excellent Product Design award upon Tata Elxsi and Tata Motors for their remarkable contribution to the Gen 3 HMI design. The accolade reaffirms their prowess in crafting cutting-edge digital cockpit experiences and underscores their impact on global design trends.
The Tata Motors Gen 3 HMI, crafted in collaboration with Tata Elxsi, epitomizes a futuristic digital cockpit experience tailored primarily for Electric Vehicles (EV) and adapted considerately for Internal Combustion Engine (ICE) Vehicles. This design aligns with Tata Group’s commitment to embracing the future of electric mobility and underscores the group’s dedication to sustainability.
Key Features of Gen 3 HMI
User-Centred Design: Prioritizing usability and intuitive interactions for a seamless driving experience.
Elevated Driving Experience: Enhancing convenience and enjoyment with immersive interfaces, seamless controls, and innovative engineering designs, including Advanced Driver Assistance Systems (ADAS).
Thematic Experience: Personalized driving interfaces catering to individual driver preferences.
Driver’s Focus: Ensuring driver concentration and safety with user-friendly controls and reduced distractions.
The jury applauded the Gen 3 HMI for seamlessly combining 2D and 3D optics in a modern and progressive design. The displays not only provide technical information about the vehicle but also enhance safety by providing insights into driving style.
Nick Talbot, Global Head of Design and Innovation at Tata Elxsi, expressed pride in the Gen 3 HMI’s recognition, stating that it represents a leap forward in merging EV digital cockpit experiences with personalized user journeys. He emphasized Tata Elxsi’s dedication to revolutionizing electric mobility and addressing market needs.
Testimonial from Tata Motors
Mr. Sven Patuschka, Chief Technology Officer at Tata Motors Passenger Vehicles Limited, lauded Tata Elxsi’s expertise in conceiving the Gen 3 HMI. He highlighted its transformative impact on Tata Motors’ vision for safer mobility, infused with a seamless blend of innovation and excellence. The Gen 3 HMI has already been introduced in new SUVs and received positive customer feedback.
The German Design Award 2024 for the Tata Motors Gen 3 HMI symbolizes a pinnacle achievement in innovative automotive design. Tata Elxsi’s intuitive approach to human-machine interfaces has not only met today’s market needs but has also significantly contributed to making electric vehicles more welcoming and adaptable. This global recognition underscores Tata Elxsi’s commitment to advancing design philosophy in the rapidly changing automotive landscape.