Tata Elxsi, a global design company along with Tata Motors, has won the German Design Award 2024. The companies bagged the Excellent Product Design award for their contribution to the Tata Motors Gen 3 HMI design. Developed by Tata Elxsi the Gen 3 HMI design represents a futuristic digital cockpit experience designed primarily for electric vehicles and 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 Gen 3 HMI’s features are inspired by global trends in HMI design that can cater to international markets. Its key features include –
Nick Talbot, Global Head of Design and Innovation, Tata Elxsi said, “The Tata Motors Gen 3 HMI represents a leap forward in merging EV passenger vehicle digital cockpit experience with personalised user journeys. It mirrors our dedication to revolutionise electric mobility and addresses market needs, fostering greater acceptance of electric vehicles in the automotive sector. The German Design award that Tata Motors and Tata Elxsi jointly won for Gen 3 HMI serves as a testament to our unwavering commitment to designing innovative solutions for modern mobility, with AutoX, our dedicated service line for creating advanced automotive experiences, at the forefront.”
“The HMI is designed to provide personalised and adaptable experiences, which makes it well-suited for Software-Defined Vehicles as well. It caters to individual preferences with the multimodal interactions, OTA updates, and smart device integration. Our vision is to extend our design expertise and technology innovation to the world of SDVs, ensuring that our design philosophy continues to evolve and adapt to the rapidly changing automotive landscape.”
Sven Patuschka, CTO, Tata Motors Passenger Vehicles and Tata Passenger Electric Mobility 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, infusing it with a seamless blend of innovation and excellence. The Gen 3 HMI has already been introduced in our new SUVs and have been appreciated by the customers.’’