THESIS PROJECT EDOARDO LELLI RACHAEL ROBINSON 07/2013
-INDIA RESEARCH
INDEX
-TARGET LOCATION RESEARCH -POPULATION RESEARCH - TARGET - MARKETING TREND INDIA - MAHINDRA CASE STUDY - COMPETITORS - DESIGN TRENDS - APPROPRIATNESS - SKETCH RESEARCH EXTERIOR - FINAL RENDERINGS EXTERIOR - SKETCH RESEARCH INTTERIOR
- FINAL RENDERINGS INTTERIOR
INDIA RESEARCH
NEW DEHLI
Population: 13.782.976 Density: 5,95 ab./km^2
Total Population: 1.241.491.960 Density: 367.367 ab./km^2 Capital: New Delhi Money: Indian Rupee Language: Hindi Government: Federal parliamentary consitutional republic
AGRA
Population: 1.259.979
MUMBAY
Population: 13.662.885 Density: 31.214,47 ab./km^2
Geography : Thar desert & big cityes
TARGET LOCATION RESEARCH
Capital : New Delhi
Local manufacturing : spices, tea and steel
Climate : Tropycal Winter : October-March 18째/25째 Summer : April-September 26째/50째
Economy : Steel, Cinema, Tourism
Infrastructure-energy : Petrol & Diesel
Local tradition : spiritual ritual, sari, Gange river
Local transport : - taxi, bus & train
Infrastructure : local vehicles
POPULATION RESEARCH
50% poor people who can’t afford a car Average salary pro month:
< 64 Euros
Number of family components:
6/8
OUR PERCENTAGE OF INTEREST 25% low middle class who can afford only moto
15% high middle class who can afford 1/2 cars
10% very rich people who buy european cars
150-500 Euros
1.500-2000 Euros
> 5.000 Euros
5/7
4/5
3/4
25/30 years old family with 2/3 kids locals High middle class Average salary 2/3000 $/month
INTERESTS Religion and tradition
TARGET
Family
Cinema and Entertainment
Sports
Best seller: Bolero: SUV -4 X4- 5 doors - 7seats - 411cm long Runner up: Scorpio: SUV - 4X4 - 5doors - 5/7seats - 443cm long 3rd place: XUV500: SUV - 4X4 - 5doors - 5/7seats - 459cm long Newest production car, very well accepted in the market 4th place: Quanto: small SUV - 4X4 - 5doors - 5/7seats - 4oocm long One of the favourite production car selled because itâ&#x20AC;&#x2122;s a smallSUV 5th place: Xylo: SUV - 4X4 - 5doors - 5/7seats - 452cm long 6th place: Verito: SUV - 4X4 - 5doors - 5/7seats - 427cm long 7th place: Thar: analogue to CJ Jeep with rear traction or 4X4.
MARKETING TREND INDIA
Conclusions: The next generation of Mahindra should be a small SUV, less than 4 meters, with an European look, 4X4, monocoque for a better driving feeling like the Renauld Duster, european engineering, modern,no pick-up. Colors interior: mostly beije, no black or gray, warm color for seats. Exterior: metallic gray,black,white,no color except red.
MISSION: To create Indiaâ&#x20AC;&#x2122;s largest
automobile and automobile related products distribution network by providing dealers and customers with the largest choice of unique world-class products and services.To serve our customers in global markets, by providing creative, cost effective, technology enabled solutions that continuously meet and exceed our customersâ&#x20AC;&#x2122; expectations thus enhancing stakeholder value.To Scorpio provide continuous opportunities for growth and knowledge enhancement to our employees and business associates.Also, to serve and give back to the communities within which we work, with integrity and responsibility. Thar
Verito
Quanto
XUV500
MAHINDRA CASE STUDY
Xylo
E2o
VISION: o create a fully
collaborative environment in which suppliers can deliver exactly what the company needs, when it needs it, and at a competitive cost.To be Indiaâ&#x20AC;&#x2122;s leading, most preferred,integrated logistics service provider.
Bolero
COMPETITORS: TATA
Aria
Indica
Manza
Megapixel
VISION: To be the most
admired and responsible Integrated Power Company with international footprint, delivering sustainable value to all stakeholder.
MISSION: We will become the most
Nano
admired and responsible Power Company delivering sustainable value by:Operating our assets at benchmark levels;Executing projects safely, with predictable benchmark quality, cost and time;Growing the Tata Power businesses, be it across the value chain or across geographies, and also in allied or new businesses;Driving Organizational Transformation that will make us Vista have the conviction and capabilities to deliver on our strategic intent;Achieving our sustainability intent of ‘Leadership with Care’, by having leading and best practices on Care for the Environment, Care for the Community, Care for the Customers and Shareholders, and Care for the People. Safari
As you can see, from Tata’s line up, there are mostly cars from segment A, the small ones, usefull in a developed city enviroment like the Indian one. A lot of them are though made with a European taste to it that is hardly accepted by the indian population. That’s one of the reason why Tata’s sails are going down very fast in the last few years. As an example there is the Tata Nano, on witch they had a lot of trust but at the end it doesn’t sell well and it’s because of the bad marketing they developed to sell it!.
COMPETITORS: MARUTI
800
Alto
Alto k 10
Ertiga
VISION: The leader on the
Indian Automobile Industry, creating customer delight and Shareholderâ&#x20AC;&#x2122;s wealth: eventually become a pride of India.
MISSION: Modernisation of the
Wagon R
Indian Automobile Industry: -developing cars faster and selling them for less production of fuel. -efficient vehicles to conserve scarce resources -production of large number of motor vehicles which cas necessary for economic growth - market penetration, market development similary product development and diversification Dzire
Swift
Like Tata, Marutiâ&#x20AC;&#x2122;s line up is mostly small cars from segment A and B. It is also the best selling Brand of the Indian Market like we showen on the previous board. Maruti can occupy the first four positions on the best selling models. Their mission is to provide India with small and economic cars especially for the mid class od the population.
ASIAN SUV DESIGN TRENDS
JAPAN
KOREA
Japanese SUVs are getting more and more innovative, especially with concept cars!They are putting lots of lines and surface change and sometimes this tends to overdesign the object. But the nice thing is that they are getting new volumes, new ways to look at the design so that the SUV becomes in a way weird but that’s the good part of it. It doesn’t get confused with other brands and it has his own reason to exist! Their innovation is being studied by the Europen companies and that’s one of the most bigges appriciations in the car industry.
Korean SUVs are getting more and more exciting!! Kia for example is going way beyond it’s standard not just on concept cars but also on the production cars! The lines on the Sportage are very agressive and very modern, the make the people that have that car proud! They are getting a very stron family feeling especially on the grill which is very agressive. Lines tend to be mostly fluid, never blocky or solid. On concept cars we can see that they start to put some muscles onf the fenders to create stance and make the car look stronger.
English SUVs are mostly blocky and solid. They are very sophisticated and well balanced, the attenction and the precision is putted in every single element of the car to make sure that everything is like it should be. A very mature look and recently the Evoque has given a reason for alle the world to copy their image! It has new architecture, with simple but balanced lines that transform a box in one of the most beautiful SUV of the world!
French SUVs are mostly very simple but elaborate at the same time. That means that thay play not with lines but with forms, you can see that because most of the body sides are without lines but they are interesting on how the light effects the surfaces, especially on the concept cars or the latest Renault Capture which has a smooth change between surfaces! So we can say that the treatment is in a way soft but there are some that are blocky and industrial oriented like the Duster which is also interesting and plane.
ENGLAND
FRANCE
CHINA
INDIA
Chinese SUVs are mostly very boring, except for some concept cars that are designed by Italian companies. The side is allways neutral, it doesn’t have lots of lines going through. Most of the Chinese companies are still looking for a family feeling so thay can grow with it and become a recognisable brand. None of these cars are sold in Europe because of the fact that they wouldn’t reach European taste.
Indian SUVs are mostly very simple and old looking. That’s because Indian people that can buy an Indian car don’t need a lot so they tend to sacrify beauty and go for the real use of the car such as the capability to ride in every road and weather condition. This makes the car rural and our goal is to keep the capability of the car but to create a new indian family feeling that creates envy and proudness.
German SUVs are very clean and the show lot of attenction on details and proportion. Their lines are neutral but not boring, studyed to generate a very good looking car without overdesigning anything and making it desirable in every aspect!. All of the German brand have their own family feeling and it’s getting allmost too similar from one product to another. Anyways it sells! Every car is recognisable by their design. Volumes are moslty the same for all brands but they become very different thanks to their design.
Italian SUVs are very few, mostly because it’s not a segment that could work with italian brand such as Fiat or Lamborghini. Despite that there are some and they are mostly anonymous like the freemont or playfull like the Panda 4X4, which is a cute small SUV thatcan go anywhere!.It lines are veru industrialoriented and they are current with the period,no futuristic look. The lamborghini and the Maseraty SUVs though are more extremebecause of the Brand and it’s family feeling.The maserati has a solid look and musclyfenders.
GERMANY
ITALY
EUROPEAN SUV DESIGN TREND
LIKE US Playfull, fun to drive, small, avantguard, young enjoyable
APPROPRIATNESS
SKETCH RESEARCH
SKETCH RESEARCH
RENDER SKETCH
PACKAGE 1:80
Wheel base: 2700 mm Hight: 1680 mm Front overhang: 601 mm Rear overhang: 730 mm Width: 1860 mm Total lenght: 4000 mm
FINAL RENDERINGS
FINAL RENDERINGS
FINAL RENDERINGS
RESEARCH SKETCHES
SKETCH DEVELOPMENT
RENDER SKETCH
RENDER SKETCH
1:4 SCALE CLAY MODEL