The Hindu Business Line : Now, auto component cos get design savvy

EVEN as it is preening time for automobile majors at the seventh Auto Expo, currently on in the Capital, auto component manufacturers are not to be left behind.

No longer do they consider themselves mere `spare parts shops', but on their way to cater to the global market through increasing exports, they too have taken to branding exercises and hiring design companies to chalk out a special company identity.

In fact, Pune-based Elephant Design, the country's largest design company, is at the Expo making its presence felt through the theme pavilions it has built for component companies Kalyani Group and Varroc. Though Elephant Design's identity makeover exercise for Bajaj, including the company's new logo, is what has come to the forefront, the theme displays of component companies exposes where this sector is headed.

Kalyani Group, with flagship company Bharat Forge, displays the theme, `World in Motion'.

With a display that shows all the companies, the flagship and the followers, under one arrow-shaped roof, the use of several global languages and dynamic auto colours such as chrome, blue-black and silver, the company's future intentions are as clear as day.

"There's now a realisation in the market that design drives industry," says Elephant Design's Director, Ms Ashwini Deshpande, as she explains the concept behind the Kalyani pavilion design. The roof represents a seamless group where all the six companies come together and move forward, the language displayed symbolises Kalyani's global forays through exports, while the auto colours represent the sector the company works in.

The Varroc pavilion is also clued on to the future. "This Rs 450-crore company with 10 factories is also looking at exports. Its three divisions, Polymer (moulded components for automobiles), Engineering and Electronics have all been brought under a common corporate identity. "Here the pavilion design has been stylised and the strong colours, blue and red, have been used to convey the company's expertise and its ability to invest and deliver," says Mr Sudhir Sharma, Director, Elephant Design.

Elephant Design's relationship with Bajaj Auto and its involvement in building the company's brand identity go back to the mid-Nineties when it started with a makeover for Bajaj showrooms. The new `Flying Bird' logo unveiled at the Expo is again Elephant Design's efforts at projecting the changes taking place at the company.

"Everything had changed about Bajaj as a company, but not the logo. The new logo retains the core values of the company, but symbolises the will to fly higher," explains the design team.

While auto companies became design savvy a while ago, it is now the turn of auto component manufacturers to make their presence felt. "Companies recognise that a good product is not enough today, you need an image to go with it, specially if you are poised to meet the global players," says the design team.

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Now, auto component cos get design savvy

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