Video by TATAev via YouTube
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‘We wanted to tell you the story of how the Tata Curvv got designed and developed. We looked at a lot of global trends in terms of sporty, dynamic SUVs. We saw an emerging trend happening globally, where an SUV coupe has become very much the aspirational typology of SUVs.
Everybody agreed this was really the exciting product that we wanted to develop and would capture the essence of what Tata motors is about, which is creating a disrupter product. A white space product, and actually really creating a niche in the market that becomes a mainstream, successful, and sustainable product in the portfolio.
You have seen the production car version of the Tata Curvv. The translation from the concept to the reality has been very, dedicated and very focused. It doesn’t disappoint
The design attitude not only reflects the capability of the company, the designers, and everybody who delivered this product but also kind of reflects the product itself. It is for the customer who wants to go anywhere, at any time. and at the same time create something of a disruptor environment. You can see that this is a very premium product, a very premium design, one that communicates strong SUV, capability, stance, and competence.
You should stop and notice the virtual sunrise color; and how it’s reflecting on the surfaces, as shown in the video. How it’s capturing the surfaces, how it’s capturing the lines.
It all communicates the same value, something that is very modern, very precise, and very sporty. This is a very dynamic product and a very dynamic design.’
~ The design story in the words of Martin Uhlarik, Vice President of Design, Tata Motors
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