Tata Elxsi & Tata Motors win German Design Award 2024

Bengaluru, December 18, 2023: Tata Elxsi along with Tata Motors has won the esteemed German Design Award 2024. Both the companies were acclaimed with the coveted Excellent Product Design award for their outstanding contribution to the Tata Motors Gen 3 HMI design.

The German Design Awards set international standards for innovative design developments and competitiveness in the global market.

Tata Motors Gen 3 HMI, crafted by Tata Elxsi, represents a futuristic digital cockpit experience designed primarily for Electric Vehicles (EV). It is then thoughtfully adapted for Internal Combustion Engine (ICE) Vehicles. It embodies Tata Group’s commitment to embracing the future of electric mobility and strengthens the group’s dedication to sustainability. Tata Elxsi was involved across consumer research, detailed digital and experience design, prototyping and validation. The features of the Gen 3 HMI draw inspiration from global trends in HMI design, catering to international markets.

Key features of the Tata Motors Gen 3 HMI include:

  • User-Centred Design: Prioritising usability and intuitive interactions for a seamless driving experience
  • Elevated Driving Experience: Enhancing convenience and enjoyment with intuitive immersive interfaces and seamless controls. Developing innovative engineering designs, including Advanced Driver Assistance Systems (ADAS).
  • Thematic Experience: Personalised driving interfaces catering to individual drivers’ preferences.
  • Driver’s Focus: Ensuring driver concentration and safety with user-friendly controls and reduced distractions.

The jury remarked, “The digital vehicle cockpit ‘Gen 3 HMI’ from Tata Elxsi combines 2D and 3D optics in its modern and progressive design. The displays not only provide information on the technical status of the vehicle. They also increase safety by providing information on driving style.”

Nick Talbot, Global Head of Design and Innovation at Tata Elxsi, said, “The Tata Motors Gen 3 HMI represents a leap forward in merging EV Passenger Vehicle digital cockpit experience with personalized user journeys. It mirrors our dedication to revolutionize electric mobility. It also addresses market needs, fostering greater acceptance of electric vehicles in the automotive sector. Tata Motors and Tata Elxsi jointly won the German Design Award for Gen 3 HMI. Moreover, this achievement serves as a testament to their unwavering commitment to designing innovative solutions for modern mobility. AutoX, their dedicated service line for creating advanced automotive experiences, is at the forefront of this effort.”

He added, “Designers created the HMI to offer personalized and adaptable experiences, making it well-suited for Software-Defined Vehicles as well. It caters to individual preferences with the multimodal interactions, OTA updates, and smart device integration. Moreover, our vision is to extend our design expertise and technology innovation to the world of SDVs. We also aim to ensure that our design philosophy continues to evolve and adapt to the rapidly changing automotive landscape.”

Mr. Sven Patuschka, Chief Technology Officer, Tata Motors Passenger Vehicles Limited and Tata Passenger Electric Mobility Limited, said, “Tata Elxsi’s expertise in conjuring the Gen 3 HMI has proven truly significant. Their unwavering commitment to excellence and cutting-edge HMI design has not just elevated but transformed the Tata Motors vision for safer mobility. It also has infused it with a seamless blend of innovation and excellence. Furthermore, we have already introduced the Gen 3 HMI in our new SUVs, and customers have appreciated it.’’

The digital cockpit experience of Tata Motors Gen 3 HMI is a forward-thinking innovation. It meets today’s market needs while promoting the growth and acceptance of electric vehicles in the automotive industry. Tata Elxsi’s intuitive HMI work has globally recognized its outstanding design as a benchmark through this win. Moreover, this recognition underscores its significant contribution in making EV vehicles more welcoming and adaptable, effectively addressing the formidable design challenge posed by new technology integration.

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