The Hindu Business Line : ‘Auto designs create identity of a brand’

New Delhi, Jan. 10 In the automotive industry, design creates the identity of any brand. Unique design enables brands to grow and build a lasting image. Quality design also extensively reflects in the superiority of the end product.

“Any new technology must not repel the clientele. Styling is the art of dressing up a hatchback. If there is the slightest problem in quality, then there is mistrust from the customer’s end,” said Mr Patrick Le Quement, Head, Global Design, Renault Design.

Speaking at the SIAM organised conclave on Styling and Design, he said, “Quality should not be tweaked at the altar of delivery pressures. The quest for product development must not result in slackness in quality or cost control management.”

Stating that design is the mathematical equal to quality, he said every firm aspiring to go global must have an image-building design centre which will define the set of values of the management. Independent Indian design outfits and manufacturer’s own design centres are emerging as potential outsourcing hubs of the future. Renault has its own R&D and design centre in India.

In his address, Mr Sudhir Mehta, Director, Force Motors said, “design is a mix of craft, story-telling and propaganda. The whole idea of having a saleable design is to create values for key stakeholders.”

Mr Arun Jaura, Senior Vice President – R&D, Mahindra and Mahindra, said, “It is identity that we create while designing and developing a product. Creating values for the customers seamlessly should be the essence of any product development”.

Key Enabler

Mr Ajay Shankar, Secretary, Dept of Industrial Policy and Promotion, Ministry of Commerce and Industry in his address pointed out the importance of designing today and identified Styling and Design as the key enabler to compete in the today’s global world. He stressed on the importance of having the right skill set. He hoped that India will soon emerge as the Centre of Design for the world.

Dr Surajit Mitra, Joint Secretary, Ministry of Heavy Industries and Public Enterprises, in his address highlighted two key points for the Indian automotive industry — global competitiveness and value creation. He added that his Ministry is focused on encouraging Styling and Design in the country and that has been emphasised in the Automotive Mission Plan 2006-16.

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