Car for women by Saurabh Garg

diploma project TATA nano for woman Sponsor : TATA Motors Ltd. Pune & National Institute of Design

Volume : 1 student : SAURABH GARG programme : Post-Graduate Diploma Programme

guide : VIPUL VINZUDA

2013 industrial design faculty (tRANSPORTATION & aUTOMOBILE dESIGN)

The Evaluation Jury recommends SAURABH GARG for the

Diploma of the National Institute of Design IN INDUSTRIAL DESIGN (TRANSPORTATION & AUTOMOBILE DESIGN)

herewith, for the project titled "TATA NANO FOR WOMAN on fulfilling the further requirements by

Chairman Members :

*Subsequent remarks regarding fulfilling the requirements :

Registrar(Academics)

Student document publication. Meant for private circulation only. All rights reserved. No part of this document must be reproduced in any form or by any means, either electronically or mechanically including photocopy, photography and videographer without written permission of the publisher Saurabh Garg and National Institute of Design. Edited and designed by Saurabh Garg

‘dedicated to all the Womaniya’

“This project although done individually would not have been possible without the contribution and sincere help of various people who constantly motivated me and had a complete trust in my passionate endeavors. I would like to thank Mr. Vipul Vinzuda (coordinator and faculty of Transportation and Automobile Design) and Mr. Nikhil Jadhav for their regular guidance throughout the course of the project, Mr Balaji Rengaranjan (faculty at National Institute of Design), for his valuable inputs and feedback.

Acknowledgements

I would also like to mention my gratitude towards my batch mates, seniors and juniors who always inspired and encouraged me and made me challenge myself at each and every point. Not to forget all the women in my life, mother, sisters, friends, aunts, colleagues and strangers, who agreed to become subjects for this project and guided me with their valuable insights. Here, my sister Shweta and her daughter Avni need a special mention. They became the center point of my study as the project developed. I would like to thank Mr. Krishnesh Mehta, who’s lectures gave a platform for the project. His vision, unorthodox thinking and ideology, forced me to think in a direction which would not have been possible otherwise. He showed a whole new perspective of understanding women from an emotional and psycological stand point. Last but not the least, I sincerely thank my parents for their faith and constant support, without which this would not have been possible”

1. Research

Contents

i. About National Institute of Design ii. About Transportation & Automobile Design @ NID iii. About Diploma Project iv. About TATA motors v. How did the nano story begin? vi. Project Brief vii. Time line viii.Introduction to the project ix. The bigger question x. Feminist Approach towards design

1 3 5 6 8 9 10 11 13 14

1.1 Evolution & Gender Role Evolution & Gender Role Primal & Urban Instincts Online Survey results Summary 1.2 Todayâ&#x20AC;&#x2122;s woman Redefining Image Art Movies Bald is Beautiful Victoria Secretâ&#x20AC;&#x2122;s Vs Dove Online Survey results Summary 1.3 User Research User Study Study samples Study Results Character Sketch

15 - 24 16 18 20 24 25 - 38 27 29 31 33 35 36 38 39 - 49 41 42 44 47

1.4 Pink Paradox Fujitsu Floral Kiss Dell Della Bic for her Honda Sheâ&#x20AC;&#x2122;s Ypsillon Elle Volvo YCC Summary Conclusion; What should a womanâ&#x20AC;&#x2122;s car be like? 1.5 Key words & Mood board

2. Design Development 2.1 Theme development- The NEST 2.2 Interior Ideation Approach Dash board Door trim Seats Miscellaneous 2.3 Design Directions 2.4 Refinement & Hard Model Package Illustrations Seat Refinement Interior Sketch Hard Model & Refinements 2.5 Final sketch & Renders 2.6 3D model (ALIAS) 2.7 3D renders (Keyshot) 2.8 Exterior Ideation Conclusion Scope for future development & Work Bibliography

51 - 63 54 54 55 56 58 60 62 63 67 - 69 71-75 77-105 78 82 90 94 104 107- 109 111112 114 116 119 121 126-129 131- 133 135- 143 145- 153 154 155 156

Saurabh Garg |Transportation & Automobile Design 2013

fig 1. National Institute of Design, Paldi campus

The National Institute of Design (NID) is a design school in Ahmedabad, India. The institute functions as an autonomous body under the Department of Industrial Policy and Promotion, Ministry of Commerce and Industry, government of India. NID is recognised by the Department of Scientific and Industrial Research under Ministry of Science and Technology, government of India, as a scientific and industrial design research organisation. Sponsor

Business Week has placed NID in its list of top design schools in the world. NID is internationally acclaimed as one of the foremost multi-disciplinary institutions in the field of design education and research. The Business Week, USA has listed NID as one of the top 25 European & Asian programmes in the world. The institute functions as an autonomous body under the department of Industrial Policy & Promotion, Ministry of Commerce & Industry, Government of India. NID is recognised by the Dept. of Scientific & Industrial Research (DSIR) under Ministry of Science & Technology, Government of India, as a scientific and industrial design research organisation. NID Gandhinagar is situated in the city of Gandhinagar, in Gujarat. As part of expansion plan, NID has started building a new postgraduate campus at Gandhinagar, the capital of Gujarat State. Commerce and Industry Minister Kamal Nath laid the foundation stone for this campus. The upcoming campus will be spread over 11,362 square meters and the building will cost around Rs195 million. Campus will consist of a jewellery and automobile design centre along with lifestyle accessory design, new media design, toy and game design, strategic design management, transportation and information design centres.

Saurabh Garg |Transportation & Automobile Design 2013

fig 2. Transportation & Automobile Design (2010 Batch) National Institute of Design, Gandhinagar Saurabh Garg |Transportation & Automobile Design 2013

Transportation & Automobile Design at NID

Saurabh Garg |Transportation & Automobile Design 2013

The Transportation and Automobile Design at NID is a specialized programme under the Department of Industrial Design. The programme focuses on design research, concept generation, strategies, methods and skills in the area of transportation products, systems and services. The students are required to have a broad understanding of contexts and systems, as well as attention to detail in design and aesthetics. Through courses and projects, students work with various levels of complexity such as non-motorized transport, display/controls, vehicle design, and system design. The broader subjects of air pollution, population movement, alternate energy, artificial intelligence, safety, driversâ&#x20AC;&#x2122; cognition and affordability all contribute to a deeper understanding of the subject.

Saurabh Garg |Transportation & Automobile Design 2013

fig 3. Previous Diploma Projects, PGTAD, NID (Ramesh Gound, Srinath, Tarun Sharma)

The Diploma Project

Saurabh Garg |Transportation & Automobile Design 2013

As per NID’s curriculum, all final semester students are required to undertake a diploma project with a client organisation. This diploma project comprises a comprehensive project based on a predetermined design brief. The diploma project, which is expected to be of 6 months duration, is a complete demonstration of independent client service by the student under the guidance of a faculty member from NID. The student is expected to generate a professional design proposal that integrates application and implementation capabilities. The project brief is approved by the student’s faculty guide. While doing the project, the student is also required to make at least 3 guide visits during the course of the project; wherein, the guide reviews the progress of work. On successful completion of the work, a comprehensive document of the project & its outcome is submitted as prescribed by NID from time to time. The student’s performance on the project is critically evaluated by a jury comprising NID faculty members and external experts for the award of the NID’s Professional Education Programme Diploma upon the student.

Tata Motors Limited (formerly TELCO) is an Indian multinational automotive manufacturing company head quartered in Mumbai, Maharashtra, India and a subsidiary of the Tata Group. Its products include passenger cars, trucks, vans, coaches, buses and military vehicles. It is the worldâ&#x20AC;&#x2122;s eighteenth-largest motor vehicle manufacturing company, fourth-largest truck manufacturer and second-largest bus manufacturer by volume.[5]

TATA Motors Sponsor

Tata Motors has auto manufacturing and assembly plants in Jamshedpur, Pantnagar, Lucknow, Sanand, Dharwad and Pune in India, as well as in Argentina, South Africa, Thailand and the United Kingdom. It has research and development centres in Pune, Jamshedpur, Lucknow and Dharwad, India, and in South Korea, Spain, and the United Kingdom. It has a bus manufacturing joint venture with Marcopolo S.A., Tata Marcopolo, and a construction equipment manufacturing joint venture with Hitachi, Telcon Construction Solutions. Founded in 1945 as a manufacturer of locomotives, the company manufactured its first commercial vehicle in 1954 in a collaboration with Daimler-Benz AG, which ended in 1969.[6] Tata Motors entered the passenger vehicle market in 1991 with the launch of the Tata Sierra and in 1998 launched the first fully indigenous Indian passenger car, the Indica. Tata Motors acquired the South Korean truck manufacturer Daewoo Commercial Vehicles Company in 2004 and the British premium car maker Jaguar Land Rover in 2008.

fig 4. TATA pixel design sketch Saurabh Garg |Transportation & Automobile Design 2013

Tata Motors is listed on the Bombay Stock Exchange, where it is a constituent of the BSE SENSEX index, the National Stock Exchange of India and the New York Stock Exchange. Tata Motors is ranked 314th in the 2012 Fortune Global 500 ranking of the worldâ&#x20AC;&#x2122;s biggest corporations

Tata entered the commercial vehicle sector in 1954 after forming a joint venture with Daimler-Benz of Germany. After years of dominating the commercial vehicle market in India, Tata Motors entered the passenger vehicle market in 1991 by launching the Tata Sierra, a multi utility vehicle. After the launch of three more vehicles, Tata Estate (1992; a station wagon design based on the earlier ‘TataMobile’ (1989), a light commercial vehicle), Tata Sumo (1994; LCV) and Tata Safari (1998; India’s first sports utility vehicle). Tata launched the Indica in 1998, the first fully indigenous Indian passenger car. Although initially criticised by autoanalysts, its excellent fuel economy, powerful engine and an aggressive marketing strategy made it one of the best selling cars in the history of the Indian automobile industry. A newer version of the car, named Indica V2, was a major improvement over the previous version and quickly became a mass-favourite. Tata Motors also successfully exported large quantities of the car to South Africa. The success of Indica played a key role in the growth of Tata Motors. In 2004 Tata Motors acquired Daewoo’s South Korea-based truck manufacturing unit, Daewoo Commercial Vehicles Company, later renamed Tata Daewoo.In 2005, Tata Motors acquired a 21% controlling stake in the Spanish bus and coach manufacturer Hispano Carrocera.Tata Motors continued its market area expansion through the introduction of new products such as buses (Starbus & Globus, jointly developed with subsidiary Hispano Carrocera) and trucks (Novus, jointly developed with subsidiary Tata Daewoo).In 2006, Tata formed a joint venture with the Brazil-based Marcopolo, Tata Marcopolo Bus, to manufacture fully built buses and coaches.[10] In 2008, Tata Motors acquired the British car maker Jaguar Land Rover, manufacturer of the Jaguar, Land Rover and Daimler luxury car brands, from Ford Motor Company. In May 2009 Tata unveiled the Tata World Truck range jointly developed with Tata Daewoo.[15] Debuting in South Korea, South Africa, the SAARC countries and the Middle-East by the end of 2009.

fig 5. TATA megapixel concept, 2012 Saurabh Garg |Transportation & Automobile Design 2013

Tata acquired full ownership of Hispano Carrocera in 2009. In 2010, Tata Motors acquired an 80% stake in the Italian design and engineering company Trilix for €1.85 million. The acquisition formed part of the company’s plan to enhance its styling and design capabilities. In 2012, Tata Motors announced it will invest around INR6 billion on developing Futuristic Infantry Combat Vehicles in collaboration with DRDO. In 2013, Tata Motors announced it will sell in India, the first vehicle in the world to run on compressed air (engines designed by the French company MDI) and dubbed “Mini CAT”. 7

How did the Nano story begin... “A promise is a promise”, Ratan Tata

The Tata Nano is a city car manufactured by Tata Motors. Made and sold in India, the Nano is the cheapest car in the world today. Before it went on sale, a price of INR 1 lakh (US$1,600) was widely touted. Since its 2009 début, the price has increased; while the Nano remains the lowest-cost fourwheeled passenger vehicle in India, it is significantly more expensive than a motorcycle, a popular means of cheap transport in the country. History After having successfully launched the low cost Tata Ace truck in 2005, Tata Motors began development of an affordable car that would appeal to the many Indians who drive motorcycles.[4] The purchase price of this no frills auto was brought down by dispensing with most non-essential features, reducing the amount of steel used in its construction, and relying on low cost Indian labour. The introduction of the Nano received much media attention due to its low price. Expectation and Effects Expectations created for the car during the run up to its production may have been out of proportion with its realized success. A 2008 study, by Indian rating agency CRISIL, thought the Nano would expand the nation’s car market by 65%,[6] but, as of late 2012, news reports have detailed the underwhelming response of the Indian consumer to the offering; sales in the first two fiscal years after the car’s unveiling remained steady at about 70,000 units although Tata appears intent on maintaining a capacity to produce the car in much larger quantities, some 250,000 per year, should the need arise.

fig 6. TATA nano prouction model 2010

Saurabh Garg |Transportation & Automobile Design 2013

It was anticipated that its 2009 début would greatly affect the used car market, and prices did drop 25-30% prior to the launch. Sales of the Nano’s nearest competitor, the Maruti 800, fell by 20% immediately following the unveiling of the Nano. It is unknown if the Nano has had a lasting effect on the prices of and demand for close substitutes, however. In July 2012, Tata Group Chairman, Ratan Tata, said that the car has immense potential in the developing world while admitting that early opportunities were wasted due to initial problems.

Tata ‘Nano’ enables many Indians to own their first ‘car’. It has emerged as an economical ‘family’ car. Its size and ease of access and driving also present an opportunity to make ‘nano’ a car for women. The challenge would be to design a nano appealing to women.

Project Brief

This ‘nano’ will make life easy for women. The car will be designed to needs of travelling urban women. The car will be an aid to their mobility requirement as well as a planner to organize their world. The car will be aimed at women of all ages starting with early college goers, active working women and busy home-makers with kids. The overall scope of the work could include the following • Interior styling (with ability to lend itself to different scenarios of usage) • Exterior styling (with to a unique, but not clichéd appeal for women) PS : After the first review with TATA motors, I was asked to develope only interiors.

Saurabh Garg |Transportation & Automobile Design 2013

Time Line

Research

Saurabh Garg |Transportation & Automobile Design 2013

User Profile

Sketch

Render

Model

The project was spread over a time line of 6 months (plus one month of extension) January 2013 to July 2013. This includes research, analysis, user persona development, ideation, concept generation, finalizing design directions, ALIAS modelling and final design proposal.

Brief Introduction to the project

This document is divided into three chapters. Each chapter has its own sections. Each section is followed by a summary and a set of words which define the findings from that section. Theses words then become the pole of words from which most suitable words are selected to form keywords and subsequent theme development. Research Emotion & Psychology Evolution & Gender Role Todayâ&#x20AC;&#x2122;s Woman Functional User Study Pink Paradox Keywords & Mood Board User Sketch Design Development Ideation Design direction Final Renders ALIAS modelling

Saurabh Garg |Transportation & Automobile Design 2013

Why do men and women relate differently to cars?

When a girl is asked to explain her dream car, she said, “I don’t need a big car but it has to be very comfortable and safe to drive. It should not look like a rocket, rather it should have cute and friendly appearance. Inside it should be colourful and I should be able to personalise it according to my choices and likes.”

When a man is asked to explain his dream car, he said, “It should be big, bigger the better. It should be fast and Powerful. It should look sexy and should make me look powerful. It should have loud presence on road. People should look and envy that possession of mine”

Model : Deepika Verma Photographer :Unkown

Model : Ashish Gogte Photographer : Vijayendra

fig 7.

Saurabh Garg |Transportation & Automobile Design 2013

Car industry is virtually dictated by male population across the nations. Most car designers are men, most engineers are men but buyers are both men and women. This pattern in a way points towards the generalisation on the basis gender role.

the Bigger question

For understanding what a woman really want as vehicle (the word CAR was intentionally replaced), it is necessary to understand how genders are different, if they are, in aspects like biologically, physiologically, psychologically, emotionally, culturally and what defines gender and gender role. This will further explain if there is actually a need of special vehicle for women or not. Answer to this question could be traced back to our evolution. If we see how we evolved as MAN & WOMAN, it will become clear as to what actually differentiates man & woman and will put us out of the conventional box of sexists.

Saurabh Garg |Transportation & Automobile Design 2013

Different feminist approaches to science and technology

Gender-Neutral Approach

(1970s-present)

Difference Approach (late 1980s-1990s)

Co-Constructionism (1990s-present)

Gendered Innovations*

Enhancing Excellence through Gender Analysis (2000-present)

This approach, which might also be called liberal feminism, was dominant in the 1970s, when women first gained access to graduate education. Liberal feminists generally see women as the in-principle equals of men—everything else being equivalent—and therefore strive to provide women the skills and opportunities to make it in a man’s world.

This approach bears resemblance to stand-point theory that seeks to represent the world from particular socially situated perspectives that lay a claim to epistemic privilege or authority—in this case from women’s perspectives. This approach gave rise to much discussion about “women’s ways of knowing.

This approach sees science, technology, and gender as constructed through social processes rather than as natural or given a priori. Social constructionist provides rich analyses of how ideas, objects, and identities emerge from cultural contexts and has been particularly strong in technology studies. Constructionist goes one step further to look specifically at how science/technology and gender influence and mould each other

Gendered innovations develops methods of sex and gender analysis for basic and applied research. Gendered innovations in science, medicine, and engineering employs gender analysis as a resource to stimulate creativity in science and technology, and by doing so to enhance the lives of both men and women.

* Approach used in this project

Saurabh Garg |Transportation & Automobile Design 2013

Research Research/Emotional & Psychology/Evolution & Gender Role Sex refers to biological characteristics that define females and males. Gender refers to the rules, traditions, and social relationships in cultures that together define and sanction feminine and masculine behaviour. Gender relations also determine how resources are allocated between, and used by, women and men.

Saurabh Garg |Transportation & Automobile Design 2013

Men were natural hunters and gatherers. They went out and searched and gathered food. Fought for land and women. Built structures for protection. They attracted women with their resources and got attracted towards beautiful (read as healthy) women to assure healthy propagation of their genes. In the process of hunting, Fighting and gathering, they developed their primal Instincts like Focused Vision, Sense of Possession, Sensitivity towards weapons, and arms. Status became inevitably important as it reflects resourcefulness. This justifies for their direct affection for cars and how they describes their dream cars as car is something that talks about your possessions and power. Men treat their cars as toys in a similar fashion as they treat weapons, armries, planes, machines and so on. fig 8. Indicative variation in tribal (primal) and urban male

Gender Role

EVOLU Saurabh Garg |Transportation & Automobile Design 2013

Women were natural nurturers. They gave life to child, fed them, cared for them. They converted structures into living spaces called home. Decorated their homes and themselves. They looked for a Man with high resources and power to secure future of their own and their child. They shared and connected emotionally with others. Groomed themselves in order to gain the right man. This justifies for their different orientation and choice of words for defining their cars. They never talk about â&#x20AC;&#x2DC;possessingâ&#x20AC;&#x2122; a car, never talked about power instead, they explained it in a very feminine way (im no sexist). They called it home, safe and comfortable where they can emotionally connect to others. fig 9. Indicative variation in tribal (primal) and urban female

UTION Saurabh Garg |Transportation & Automobile Design 2013

Primal Instinct

The process of evolution and specified role of genders, both genders developed certain characteristics in a pattern which is almost universally observed, with some degree of variations & exceptions of course. And these patterns are deep coded into our genes. This in no way should be interpreted in a form to justify superiority of one sex over other. It merely says that they are different. And these pattern of characteristics are refered as Primal Instincts.

Primal Instinct Male

Display of power Eye for movement Status Sense of Possession Competition Focused Vision Physical Endurance Interest in weapons & tools

Saurabh Garg |Transportation & Automobile Design 2013

Female Primal Instinct Expression on Emotions Eye for aesthetics Safety Sense of connect Comfort Peripheral Vision Physical Beauty Personalization

Urban Instincts

Primal Instincts in Urban Set up

Few of feminists might blame me for being a sexist. For their convenience, let us look into few instances from completely urban lifestyle which further hints the deep rooted undercover presence of these Primal Instincts. In urban set up, or so called modern society, primal instincts are tried to suppress and are covered under blankets of rules which society decides in order to achieve ‘perceived order’ in the ‘natural order of chaos’; this itself stresses on the fact that we human, specially men, have an undying urge to control others, sense of possession! But these primal instincts still act at very subconscious level, and their influence is reflected in every decision we take. Consider the example of very popular and common sitcoms.

Sex and the city (for women) and Prison Break (for men) are the top chart sitcoms in Indian Urban cities and both of them talks very much about the primal instincts which we have discussed. Another example is Game of Thrones, which very strongly reinforces the effect of Primal Instincts, and interestingly it became one of the most watched sitcom across both the sexes. fig 10. Sex & the city, Prison Break, Famous sitcoms

Saurabh Garg |Transportation & Automobile Design 2013

This distinction is again enforced by the fact that girl child prefers barbies over Transformers or GI Joes and vice versa.

Online Survey

73 women were asked to answer a simple questionnaire which would help to quantify the findings which were otherwise very qualitative and cannot be analysed easily. Sample size is smaller but it was sufficient for indicative results.

Saurabh Garg |Transportation & Automobile Design 2013

What size of car do you prefer?

Saurabh Garg |Transportation & Automobile Design 2013

In the first question, they were asked about the preference of the vehicle on the basis of the size. Too much of car style terms were intentionally omitted and they were asked to choose from three option namely: Sedan, SUV and Hatch back. Results confirm that 43% women preferred Hatchbacks over any other category, emphasising the fact that they need smaller cars.

What things you look for when buying a car?

Saurabh Garg |Transportation & Automobile Design 2013

How will you describe your car?

Saurabh Garg |Transportation & Automobile Design 2013

Summary Evolution

Keywords

Saurabh Garg |Transportation & Automobile Design 2013

This part of research clearly states the differences between male and female primal instincts at a very subconscious level but very strong genetic variation owing to the process of evolution. It justifies the lack of connect between female and cars and shows an opportunity to work in the direction for developing a vehicle to which women can relate to, as men do. But for that to happen, the whole perception and approach towards cars needs to be changed. We need to look at cars more as a Living Space rather than a machine. Further more, women should feel more emotionally connected to the other occupants in the car.

Emotional Safety Comfort Peripheral Colour Connect Living Space

Research Research/Emotional & Psychology/Todayâ&#x20AC;&#x2122;s woman

Feminine Fist

Recent years have seen a lot of uproar from women who are fighting for their true image. They want to break free from the stereotypical image of women, they are fighting against women objectification. Feminine Fist is symbolic of this revolution. Saurabh Garg |Transportation & Automobile Design 2013

fig 11. Collection of images to show o woman power Saurabh Garg |Transportation & Automobile Design 2013

Redefining image

In today’s world, image of women is changing. Specially in urban India, where women are challenging each and every aspect of the system. They are standing up against violence, against women objectification, against culture which has suppressed them for centuries, against believes that women are inferior, for equal rights, for equal status, etc. This change can be witnessed in art, movies, product publicity, and so on. Women are actually turning into rebel, who want to show the male dominant world that they are inferior to no one and they are capable of doing everything what a ‘man’ can do. They are projecting themselves as strong, independent and intelligent individuals. Reflection of this rebel can be seen every where around us. This may be a bike group with all female riders, called ‘Bikerni’ (translated as female biker), slapping the orthodox system right on the face for objectifying them and calling it a ‘Slut Walk’ or may be business today talking the most powerful women in business world. Apart from social status and rights, they are shedding their shyness and making ‘men’ of society realise that they are not barbie dolls. They want the world to condemn the clichéd and almost impossible image of toxic beauty of 38-26-38 and appreciate the real healthy beauty, which undoubted is natural.

“we are becoming the man once we wanted to marry.” A woman. Saurabh Garg |Transportation & Automobile Design 2013

Saurabh Garg |Transportation & Automobile Design 2013 fig 12. (clock wise) Photograph taken in congo by Richard Mosse; O magazine cover page, Installation by Simon Decker in Venice

Art The O’ Magazine

This is Katie Halchishick, one of the founders of the blog Healthy Is The New Skinny. She was photographed for the November issue of O magazine covered in the dotted lines that would be made by a plastic surgeon prior to cosmetic surgery. She’s clutching a Barbie doll and the lines on her nude flesh — the first time O has featured a nude model — indicate what she would have to have cut away in order to have Barbie’s figure. Shot by famed photographer Matthew Rolston, the concept — that Barbie’s body does not at all reflect the measurements of real women — may not be especially “new,” but it’s certainly the most striking depiction that I’ve ever seen. The image is accompanied by a letter to “Every Woman” from novelist Amy Bloom, in which she writes, “You are imperfect, permanently and inevitably flawed. And you are beautiful.”

RichardMosse

Throughout 2012, Irish photographer Richard Mosse and his collaborators, Trevor Tweeten and Ben Frost, travelled the Democratic Republic of Congo, taking video and photographs of rebel groups with Kodak Aero chrome film. Developed for the military in the 1940s, the infra-red film captures greens in shades of pink and red and became popular in the psychedelic culture of the 1960s. The resulting photographs, currently installed in Ireland’s exhibition at the Venice Biennale and available from Aperture as a book and a limited edition box set, constitute a series that rethinks the tension between a photograph’s violent or disturbing content and its aesthetic virtue. As noted at a discussion at New York-based art collective Triple Canopy, “Mosse makes vivid how cruelty can be sublime and violence can ravage or remake a landscape in ways we may politically detest but also find visually arresting, even beautiful.”

SimoneDecker

Frankfurt based artist Simone Decker caught our eye with her giant bubble gum project, Chewing in Venice. The sticky sculptures have been stretched, chewed and blown up into a wide range of oversized wads and bubbles that landed around the Italian city. A rainbow of colorful chewing gum from Simone Decker’s “Chewing in Venice” project can seen after the jump.

Saurabh Garg |Transportation & Automobile Design 2013

fig 13. clock wise from left; Jab Tak Hai Jaan; English Vinglish; Kahaani; Band Baja Baarat

Saurabh Garg |Transportation & Automobile Design 2013

Movies

Movies are the mirror to society. They reflect the true image of the culture and people of the time. Here we are not talking just about fashion or style, we are talking about ideologies, behaviour, thinking, lifestyle etc. Take examples from recent movies. In Jab Tak Hai Jaan, Anushka Sharma plays character of Akira, a young ambitious photo journalist on a quest to discover the truth about ‘a man who can not die’. She accepts the challenge, compels and convinces everyone to go for the for the project which will become the turning point in her career. In English Vinglish, Shreedevi plays Shashi Godbole, a quite, sweet tempered house wife. She endures small slights from her well educated husband and daughter everyday because of her inability to speak and understand English. In Band Baja Baarat, Anushka Sharma play Shruti, an independent girl starting up a business in partnership and making it a success. In Kahaani, Vidya Balan plays Vidya Bagchi, a pregnant woman fighting against the system and searching for her missing husband which takes her from London to the dirty streets of Kolkata. Though all the movies talked about are way different from each other, they cater to different age groups, have different storyline, different set ups. Still there is pattern in the way these movies reflect about women of india. All characters in these movies, no matter what they do, who they are, could be described using same adjectives like Strong, Powerful, Determined, Inquisitive, Rebel and Confident.

“Cinema is the face of the world”

fig 14. Reflections; Real life people similar to the movie characters. Saurabh Garg |Transportation & Automobile Design 2013

fig 15. Bald Barbie distributed to cancer patients Saurabh Garg |Transportation & Automobile Design 2013

fig 16. Bald fashion statement, Roli Agrawal & Anvika Kapoor;

Bald is beautiful

Mattel, the maker of Barbie, produced bald fashion dolls for children who have lost their hair because of illness or cancer. “These dolls, which will be a friend of Barbie, will be distributed exclusively to children’s hospitals and other hospitals treating children with cancer throughout the U.S. and Canada, directly reaching girls who are most affected by hair loss,” said Mattel Company spokesman Alan Hilowitz in a statement. The bald doll would include “hats, scarves and other fashion accessories to provide girls with a traditional fashion play experience. For those girls who choose, the wigs and head coverings can be interchanged or completely removed.” “We hope it gets the message out that being bald is beautiful and is no big deal. There’s no need to cover up,” she said at the time.

Saurabh Garg |Transportation & Automobile Design 2013

Saurabh Garg |Transportation & Automobile Design 2013 fig 17. Victoria Secretâ&#x20AC;&#x2122;s I Love my body campaign compared to Doveâ&#x20AC;&#x2122;s Real Beauty Campaign

Victoria Secret’s Vs. Dove

The above image has been going around Facebook to the same devastating results as the “When did this…become hotter than this…?” meme. Both images were taken from advertising and marketing campaigns by two large companies, Dove and Victoria’s Secret, who have been appropriating body positivity to continue to profit off of people’s insecurities. While the sale of false body positivity is all I see in these images, Facebook responded positively to Dove’s ad campaign and negatively to Victoria’s Secret’s. The Real Truth About Beauty study was commissioned by Dove, one of Unilever’s largest beauty brands, to further the global understanding of women, beauty and well-being – and the relationship between them. It had its genesis in a growing concern that portrayals of female beauty in popular culture were helping to perpetuate an idea of beauty that was neither authentic nor attainable. Dove was concerned that this limited portrayal of beauty was preventing women from recognizing and enjoying beauty in themselves and others. The company was also aware that – in a world where female beauty is highly valued – this situation could also impact women’s well-being, happiness and self-esteem. Data show that women rely primarily on personal experience to feel beautiful, rather than external reinforcement. When women were asked what personally makes them feel beautiful, loving relationships, self-realization and self-care tops the list.

Saurabh Garg |Transportation & Automobile Design 2013

How would you explain your car?

Saurabh Garg |Transportation & Automobile Design 2013

How do you feel with your car?

Saurabh Garg |Transportation & Automobile Design 2013

Summary Evolution

This study clearly outlines the components of true beauty and affirms that, while they include physical attractiveness, they also include happiness, kindness, wisdom, dignity, love, authenticity and selfrealization. Through this study, the possibilities for the beautiful to be known, found and represented have been infinitely extended. The ways in which female beauty can move us have been profoundly deepened. Just as women lay some of the blame for the perpetuation of inauthentic beauty on popular culture and the mass media, they also believe that that the latter can be a force for reconfiguring the former so that true beauty becomes the new standard â&#x20AC;&#x201C; with unprecedented power to open minds and move emotions. True beauty will not be driven by theory or ideology, but by its resonance in the hearts and minds of those who encounter it. This study has given women the opportunity to speak about what it can be. However, its articulation is the obligation of those who speak to women around the world about their beauty every hour of every day â&#x20AC;&#x201C; in the visual images and words of the mass media. Their challenge is to know true beauty when they feel it and to faithfully represent it in the ways in which they speak about it.

Keywords

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Powerful Strong Image Independent Proud of Self High Self Esteem Ambitious Rebel

Research Research/Function & Usage/User Research

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fig 18. Pictures of few people interviewed, surveyed Saurabh Garg |Transportation & Automobile Design 2013

User study

Till now we have been talking from a macro perspective. It became clear that women in todayâ&#x20AC;&#x2122;s urban set up are much more liberal in their thinking. They are challenging the system in which defines the gender roles. Stereotypical image of toxic beauty has been dented. Natural healthy curves are replacing the zero sizes. Women are proud of who they are and they do not fear the system now. They project an image of independent and proud being yet they are tender and emotional as a nurturer. Here we take a micro approach and looked for patterns of the actual car usage. It is the time when we got very particular in selecting the subjects. Methods of study includes Interviews, focused group interviews, trace study, life in a day, photographic journal, audio journal and survey. The idea was to find how a car being used in actual lifestyle and to understand what all is expected of a car by a woman. Usage patterns, and habits were observed and recorded. We tried to find the opportunities in terms of usage and habits which could help in making a vehicle much more utilitarian.

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Shweta Pandey 32, Married Working Mother

drives Estilo Drops daughter to naniâ&#x20AC;&#x2122;s place, drives to office in gurgaon (20km). Sometimes goes to sports club. Also goes for shopping and movies in night with husband, he drives when he is there drive requirement Needs a car which would assist her in taking her daughter around independently

fig 19. Shweta (Mother) & Avni Saurabh Garg |Transportation & Automobile Design 2013

Sarita Bhardwaj 40, Married MCD Education Officer

drives Santro Owns Honda City, but prefers small car as she has to travel through busy lanes of chandani chowk. Daily shoe drives almost around 30 Km, in commuting between home and work place. She is a simple lady without much needs. Car maintenance is taken care by her husband.

drive requirement Need space for belongings and a sari friendly small car. Parking space and manoeuvrability are her prime concerns.

fig 20. Sarita Saurabh Garg |Transportation & Automobile Design 2013

Findings from the user survey were recorded and were classified under various subheads.

study Results

Storage Storage issues relate to place in the car for storing things. This also includes things and belongings which are usually carried/stored in the car but do not have a proper place for them. Accessibility These includes issues relating to access to the vehicle and inside the vehicle. Visibility Visibility issues are the blind spots for the driver Personal Some issues are very specific to women. These might be the cause of any other issue or might be an in itself. Distractions Women are known to be better in multi-tasking, still while driving, multi tasking can be fatal. So we tried to identify the factors which causes distraction to the driver. Again these are specific to women but not restricted to them.

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Accessibility issues Storage issues Phone Cosmetics Eatables Water bottle, Sipper Hand Bag Kids bag School Bag Laptop bag Shopping bag Umbrella Toys Shoes Sanitary Napkin Tissues Money Change Documents Hand Sanitizer Car Perfume Dustbin Cushions

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Vanity only at co passenger Difficult to sit cross legged Boot/Fuel lid opener No access to engine Seat adjustment under seat difficult with saree Driver cant adjust co driverâ&#x20AC;&#x2122;s seat

Personal issues Long hair, Jooda Draped clothing Cloth hanger missing High heel driving

Distractions

Visibility issues Long Hood Erect Seating preferred Sit over steering A pillar blind spot C pillar blind spot Boot blind spot 45

interaction with kids Babysitting + Driving Pets

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Research Research/Character Sketch

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Sukanya Single Mother Female, 30 years Photo Journalist

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Sukanya works as Photo Journalist with Times Magazine. She is mother to a 5 year old girl Nishi. They both live in a metropolitan city. She divorced her husband 3 years ago. Her life revolves around Nishi, parents, work and friends. She shares strong emotional connect with her parents & friends. Since both her personal life & work life involves a lot of travel, her car plays a major role in her life. Thought she doesnâ&#x20AC;&#x2122;t care too much for her car & mechanics are a nightmare to her yet she wants her car to be clean and comfortable as her Living Space.

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Research Research/Pink Paradox

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PINKParadox ‘on one hand women blame industries and designers for ignoring them for ages and on the other, products for women are a complete failure’

Men and women are definitely different, as has been written on earlier pages. Their needs are different, thoughts are different, physiology is different and psychology is different. It surely shows us a huge gap to filled with products specially for women. But this wont be the first of its kind thought to make something specially for women. Ironically, history stands to prove that products which are targeted directly towards women invited a lot of criticism from feminists and never sustained market. Here we look into this ironic situation where on one hand women blame industries and designers for ignoring them for ages and on the other, products for women are a complete failure. We call this ironic situation as PINK ParadoxThis situation is even more prominent in automotive industry. Reason for this may be our bias of tagging automotive industry as ‘MAN’s’ world yet increasing number of cars becoming a necessity of a woman’s lifestyle. Along side we also look into such products (specially ‘Cars for Woman’) and learn from mistakes which made them market disaster.

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Fujitsu floral kiss Laptop for women The “Floral Kiss” series of laptops was ostensibly designed by women, for women — but apparently the only kind of woman they think exists is the kind that enjoys flower prints and gold detailing. But while these stylistic choices may be stereotypical, it has to be acknowledged that most laptops have a fairly utilitarian design, and this faux-luxury look may actually be welcomed by some consumers. Unfortunately, Fujitsu has also seen fit to include three applications they think women will enjoy: a diary, a scrap booking app, and a daily horoscope. Many women may indeed be interested in apps like these (Pinterest, for instance, is very popular among women), but to treat it as a universally-desired feminine need may strike some as sexist.

fig 21. Fujitsu floral kiss laptop

Dell Della

Online service for women

Hearing that Dell had launched a female-targeted micro site called Della last week triggered my “Is it a gag?” reflex -- the suspicious reaction to a bit of marketing too extreme to be real. Yet upon arrival at the site, there they were: all the ridiculous “women’s advertising” clichés you could imagine in your wildest feminine-products-commercial fantasies. But it wasn’t a gag -- not intentionally, anyway. one Twitter comment tidily sums up popular -- male and female -- sentiment online: “Della, new website 4 women who r 2 stupid 2 go 2 dell.com”

fig 22. Dell’s Della

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Bic for her Pen for women The really, really interesting question the she-pen raises about Bic is: WTF were they thinking? Maura Judkis, writing for the Washington Post astutely points out that all Bic had to do was design the she-Bic and not add “for Her” and the controversy would never have happened. Lots of products are designed – rightly or wrongly – for women and go mercifully unnoticed. So why did Bic do something so obviously foolish?

fig 23. Bic for her

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fig 24. Print advertisement for Honda Sheâ&#x20AC;&#x2122;s Saurabh Garg |Transportation & Automobile Design 2013

Honda “She’s” sticking to a fairly predictable road with pink stitching in the seats, pink tweaks in the dashboard and a windshield that the company says blocks more ultraviolet rays. Read the reaction it received online, no need to say anything else

Honda She’s

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fig 25. Print advertisement for Lanciaâ&#x20AC;&#x2122;s Ypsillon Elle Saurabh Garg |Transportation & Automobile Design 2013

The Italian auto maker Lancia will unveil a special edition Ypsilon created in collaboration with the ELLE brand at the upcoming Frankfurt Motor Show. ELLE is a symbol of modern femininity that sets trends each season with a vast range of womenâ&#x20AC;&#x2122;s clothing and accessories and is the perfect accompaniment for any woman on the go. Reaction it received online from women

Ypsilon Elle

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fig 26.Volvo,s Your Concept Car

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Volvo YCC

Volvo’s Your Concept Car (YCC), developed in 2002 as the first concept car designed by an allfemale team. In concert with difference feminist thinking, the car was designed “by women and for women”— in this case, female luxury car buyers. The car featured, for example, a modified hood to improve visibility, theft-resistant storage in the door jamb, good storage for purses and other personal items, minimal maintenance with cap less filling points for petrol and wind shield washer fluid, and an interior that customers could personalize. Specialized gull-wing doors provided easy entry, especially with hands full of packages.

Volvo YCC

Despite these innovations, Volvo’s YCC project raises a number of problems from the point of view of gender analysis. First, certain features of YCC tended to reinforce gender stereotypes. The YCC hood (or bonnet), for example, provided no user-access, and suggested that the car’s hypothetical female owner, “Eve,” would not desire (or not possess the skill required) to inspect the engine. Second, the much repeated sales motto for the YCC, “If you meet the expectations of women, you exceed the expectations of men,” suggested that women are “more demanding” or have higher standards than men. Finally, scholars have also identified the YCC project as a form of tokenism, whereby Volvo made temporary concessions to women while ignoring deeper issues.

Why it failed.

Saurabh Garg |Transportation & Automobile Design 2013

Summary Pink Paradox

It is clear from above discussion that, in most cases the approach used for gender innovation was either difference approach or gender neutral approach if at all. Both these approaches instigates the PINK Paradox. If we follow Difference approach, then we reinforces the gender stereotypes as in the case of YCC. If Gender neutral approach is taken then the stakes are comparatively low but still it itself forces woman to behave in a masculine way which clearly says, “if you have to grow, grow like a man.” and this is when women feel targeted. And some approaches hideous, like painting the car and the phone pink and call it her’s or she’s. So for this project, approach taken will be Gender Innovation. Gender innovation employs gender analysis as a resource to stimulate creativity in science and technology, and by doing so to enhance the lives of both men and women.

PinkStinks Let Woman be Human

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Puts girls into a box centred on beauty rather than brain & aptitude.

Gender Distinction are no longer set in stone. No targeting women! Sometimes a woman really is “just one of the guy” (Here guy does not necessarily mean a ‘man’)

What should a woman car be like? (Research Conclusion) Going back to the question, What a woman’s car should be like, and combining the results which we have obtained, we could say that the best way to develpoe are: Gender innovation approach: Gender analysis should be used in a way to stimulate creativity and ideation, which simply mean that instead of concentrating on gender differences, it is required to develop the product which appeals both to men and women equally, without making any gender feel inferior yet making both of them feel special. Powerful exterior emotional interior Women are projecting themselves as powerful and proud individuals yet they are they are emotional & nurturer at heart. So to replicate the same feel, car has to have strong exteriors with emotional interiors which make the driver feel more emotionally conected to other passengers. Interior should feel more like a living space to interact rather than a vehicle to commute. Never call it a woman’s car: If tagged as women’s car, it will attract critics from feminists and it will eat on the masculine customers. This aspect is more important in marketing rather than designing.

Emotional interior Powerful Exterior Saurabh Garg |Transportation & Automobile Design 2013

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Research Research/Key words & MoodBoard

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Interior Emotional Safety Comfort Peripheral Colour Connect Living Space

We can conclude that for a woman to feel safe, comfortable and good about herself, it is important for her to have strong emotional connections. Living space may not necessary be â&#x20AC;&#x2DC;homeâ&#x20AC;&#x2122;, it does not literally translates into a place with sofa, curtains and T.V., rather it is a place where woman feel emotionally connected. To sum it up, the keywords and theme for interiors could be defined as EmotionalConnect & LivingSpace

EmotionalConnect LivingSpace

Exterior Powerful Strong Image Independent Proud of Self High Self Esteem Ambitious Rebel Saurabh Garg |Transportation & Automobile Design 2013

If a woman has an strong image and if she is independent, she carries and power. For her to have strong image of her self, she should feel good about herself. This in turn will make her high on self esteem, more ambitious and rebel. But for feeling good about herself, she needs to be connected emotionally (as discussed above).

PowerfulImage 67

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Design development Design Development/Theme development

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Design development Design Development/Interior ideation

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NewPerspective

ConventionalInterior Saurabh Garg |Transportation & Automobile Design 2013

ConventionalInterior Formally arranged More like working space Creates divide between driver and others Machine Centric

NewPerspective

Informal More Like Living Space Promotes Interaction & Emotional connect Human Centric

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Conventional Interior approach concentrates more on driving experience. In the process of concentrating more on driving experience, we tend to make the machine important than human. These are formally arranged set up like that of working environment where emotional connections are a mere perception. The gear console in between pilot and co pilot seat creates and physical and emotional divide between the two.

A new perspective call for making the arrangement more informal (Home like) and make the interior more human centric. rather than machine centric. This include freeing up the space between pilot and co pilot to make them feel more connected emotionally.

Approach taken for this was to somehow free up the space between the front seats. This would also require moving the gear shift to either dash or provide pedal shift.

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Something like a foldable tray/ small seat/ arm rest could fill up the gap between the front seat.

Cross Seat adjustment provides an opportunity to convert seats into a bench seat for more emotional connect with the copassenger.

Extension from the seats could also bring proximity between the front seats. Saurabh Garg |Transportation & Automobile Design 2013

Trying some layering and playing with the negative spaces.

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A umivolume dash flowing flushed into the car interiors with negative spaces which serve as place for storage, vents, diaplay etc.

Contradicting to the conventional belief that women like pockets for everything, the way they store things in thier bags is completely different. There’s a huge compartement where they ‘throw n hide’ everything, but it looks clean and organised from outside (also confirmed by the high popularity gained by the toute bags). This dash has a similar soft surface for ‘throwing’ things on dash it just needs a clean cover to hide. Saurabh Garg |Transportation & Automobile Design 2013

This helps in freeing up the space between seats to give a more cleaner and spacious feel. It brings the driver out from the clichĂŠd Driver centric design approaches and separates driver from the machine. It makes the driver feel more connected to the passenger and gives a relaxed and at home atmosphere.

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Screen mounted on steering wheel makes it easier to convert LHD to RHD. It also gives an uncluttered feel to the information cluster.

Cleaner and geometric design gives a softer and cleaner feel.

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Center display console makes more sense for car for woman for various factors like: 1. Too much of details are not of much interests for women. They hardly look at the speedometer. 2. Provides a better visibility. 3. Since women have developed peripheral vision, moving the console to left still keeps it under thier primary vision cone. 4. Cost cutting if TATA plans to launch the vehicle in LHD variant for European market.

Gear knob mounted on the dash is the most economical and feasible solution, as discussed with the TATA.

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Soft Door Pockets Hard door pockets take up a lot of lot of space and are practicaly of no use because of restricted size and depth. Instead we could have soft pockets of stretchable fabric like spandax.

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Belt Door Pockets Flexible belt on door trim to strap hold things.

door trim which can be removed and changed for personalization. Saurabh Garg |Transportation & Automobile Design 2013

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Benchofa Bench + Sofa Bench seat for the rear has a simple Al casted frame covered with cushioning material which is not fixed. It makes it easy to remove and clean. Adds to the veratatlity of the seat usage. Makes seat easy to fold and gives a slimmer seat profile. It can also be customized by the buyer according to her tastes and preferences.

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SeatPocket People usally keep there laptops and phone on the seat which might slid and fall easily on breaking. Making hard shelf makes things too complicated and specific. This pocket on seat offers a semi covered soft storage sleeve which can be put to varied use

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SeatWraparound Seat wrap is made of spandax or Lycra. It mimics human expression of warping an arm around the shoulder. It gives the driver a feel of intimacy with the codriver.

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SeatFormexploration Saurabh Garg |Transportation & Automobile Design 2013

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Rear Seat Stack rear seat is made up of flat horizontal members stitched together via flexible cables. This gives a complete modularity to rear seat. if not required at all, it can be stacked into place.

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Mesh Seat Seat is made up of hard aluminium cast frame with soft material strings tensed inside frame structure to provide comfortable seating.

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Rear Seat Fold Default position of rear seat back is folded down to creat a bigger room for storage. where things can be just thrown at rear.

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Under seat parcel tray Under seat parcel tray specially for things which she does n ot want to show, but cant be avoided like shoes, duster, cleaning cloths etc. A Part of which can also be used as a make shift dustbin. Tray has to remavable in that case.

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Openable rear glass Opening hatch is costlier. Plus opening a complete hatch is too much of an effort specially when carrying shopping bags. The suitable option is to provide openable rear glass.

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Sun roof A lot of women prefer convertibles and soft tops, but security issues refrain them from going for full convertible. Soft top Sun roof solves the purpose by giving the feel required yet safe enough on roads.

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Design development Design Development/Design Direction

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Concept 1 Based on the ideas presented, two design directions were decided after discussing with TATA. Different ideas were clustered to make the the most impact full design.

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Concept 2

Finally concept 2 was taken forward for further development considering the feasibility and â&#x20AC;&#x153;newnessâ&#x20AC;? of the idea cluster. Saurabh Garg |Transportation & Automobile Design 2013

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Design development Design Development/Refinements

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Fitting into Package

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door belt

door trim

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dash board

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Dashboard illustration Saurabh Garg |Transportation & Automobile Design 2013

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Seat Exploration

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Illustrations

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Interior Sketch

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Design development Design Development/Hard Model & Refinement

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Hard Model A rough volume was generated to get the overall feel and to fit it into packaging. This was further refiened to develope into final concept.

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Refinement Saurabh Garg |Transportation & Automobile Design 2013

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Final Sketches

Final Renders Saurabh Garg |Transportation & Automobile Design 2013

Seat

Final Renders Interior

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Design development Design Development/ALIAS Modelling

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Design development Design Development/Keyshot Renders

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Final concept was rendered using keyshot.

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Front seat has spandex seat wrap that goes around from driver seat to co driver seat. It is like an arm wrapping around other person to make the experience more warm. It makes them feel more emotionally connected. In addition to that, it also acts as a seat pocket and can be used for storing things like paper, files etc. Along with that, spandex belts run all across the interior’s length, these belts flexible holding places for a lot of various items. Rear seat flows into the door trim. These door trims actually ‘hugs’ the whole interior environment and makes the interior more safe and warm where occupants feel at home.

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A lot of women prefer convertibles and soft tops, but security issues refrain them from going for full convertible. Soft top Sun roof solves the purpose by giving the feel required yet safe enough on roads. Roof is made of soft plastic material, easy to fold and is translucent. Sun roof has a very Indian pattern inspired from Indian Saree patterns.

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Co driver seat can move across and can be pulled towards the driver seat. It increases the physical proximity between the driver and the passenger, required specially in the case where co passenger is a small kid or loved one. This also keeps the bag, if kept on co driver seat when travelling alone, close to the driverÂ for increased sense of security.

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Under seat storage, under front seat, is a very simple yet effective way of keeping the car interior clutter free. It is used for keeping driving shoes, which a lot of women carry, and a lot of other things which otherwise keep lying in the car like toys, bats, cleaning cloth, umbrella, tissue boxes, sanitary pads, and anything which one can imagine in a car. Again the Spandex belts on seat an easy and very feasible solution for keeping the phone. Usually women keep phones on seat under their thighs or in cup holder. Providing a strap on seat keeps it in close vicinity and keeps it safe.

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Design development Design Development/Exterior Ideation

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inspiration sketch Saurabh Garg |Transportation & Automobile Design 2013

Key sketch

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roof line pushed down

Existing volume higher ground clearance

New volume Saurabh Garg |Transportation & Automobile Design 2013

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Front Facia

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Starting from research to final realisation of the concept, this project gave an immense possibilities to learn, explore and experience.

Conclusion of the project

Through this project, I actually tried to understand women, and step into their shoes to know what goes in their minds while making choices. I tried to find patterns in women behaviour across culture and tried to find relevant scientific explanation, where ever possible. A lot of judgements and relations made are also on the basis of my understanding and might include my own biases, but I have to tried to back them up with proper justification. As far as the resulting design is concerned, it is very much in line with the given brief, in my own capabilities, and it shows a direction to take when design for women is concerned. Gender innovation philosophy, talks about taking both the genders together and innovating in a way that offers to both. But still few things are which needs to be worked upon and more detailing is required. These aspects of project are discussed in next page under Scope of future development and scope of future work.

Saurabh Garg |Transportation & Automobile Design 2013

Scope for future development

Dashboard design needs to be developed with details (Steering wheel/ Interface/Storage) and character which follows overall language of your concept.

based on final review with TATA motors & project guide.

Storage parcel-tray to be refined at edges/ in details. Develop a Graphic pattern which can be used as theme within interior space. Colour selection can be rationalized.

Scope for future work

Exterior design is a complete domain in itself. It needs to be dealt in full depth. It was not possible in the duration of this project to give it due time and effort. Colour and trim holds equal significance in automotive industry. especially when the potential user is a woman, colours, textures, finishes and trims are of utmost importance. It requires a lot of research and trend study, which in itself could be a diploma project for people with inclination towards automotive interior colour and trim.

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Image Source

Bibliography

Saurabh Garg |Transportation & Automobile Design 2013

fig 1. Image courtsey http://cms.mumbaimirror.com/portalfiles/28/2/201106/Image/2011-06-18/01-1.jpg fig 2. Image courtsey Prathyush Devadas & Sreenihal fig 4. http://www.carbodydesign.com/media/2011/03/Tata-Pixel-Concept-Design-Sketch-02-355x250.jpg fig 5. http://media.motorbox.com/data/contenuti/0000043248/img/984x554/tata-megapixel-03c664f87b69cf060f54c8b6fc35aba6.jpg fig 6 .http://indianautosblog.com/wp-content/uploads/2010/11/Tata-Nano-orange.jpg fig 7. Image courtsey by Vijayendra JAdhavrao, Diu fig 8. http://pinterest.com/pin/327003622913514424/; http://pinterest.com/pin/327003622913514427/ fig 9. http://pinterest.com/pin/327003622913514529/; http://pinterest.com/pin/327003622913514528/ fig 10. http://images2.fanpop.com/images/photos/4800000/Sex-And-The-City-sex-and-the-city-4885074-1024-768.jpg fig 10. http://images.fanpop.com/images/image_uploads/Prison-Break-prison-break-638210_1024_768.jpg fig 12. http://www.richardmosse.com/content/4.works/10.infra/11.jpg fig 12. http://www.booooooom.com/wp-content/uploads/2009/06/simone_decker_03.jpg fig 12. http://4.bp.blogspot.com/-IV8yTPLaN7w/TyB8M-D-UgI/AAAAAAAAAfE/T1pDByhnQeE/s400/174388-katie-halchishick-s-features-were-surgicallyoutlined-accord ing-to-a-b.jpg fig 13. http://media1.santabanta.com/full1/Bollywood%20Movies/Jab%20Tak%20Hai%20Jaan/jab-tak-hai-jaan-17v.jpg fig 13. http://bollyspice.com/wp-content/uploads/2012/10/12oct_EnglishVinglish-MovieReview.jpeg fig 13. http://thedhakapost.com/wp-content/uploads/2013/07/181627-vidya-balan-in-the-movie-kahaani.jpg fig 13. http://imedia.cinebasti.com/cb/movie_wallpapers/band_baaja_baraat_movie_wallpaper_13.jpeg fig 14. ref. fig 13; Image Courtsey Diya Kalia; Author fig 15. http://abcnews.go.com/images/Health/ht_bald_barbie_jp_120112_wblog.jpg fig 16. https://www.facebook.com/anvikapoor?fref=ts fig 17. http://img2.timeinc.net/instyle/images/2010/wrn/030110-Victoria-Secret-623.jpg fig 17. http://genaustin.org/wp-content/uploads/2013/04/Dove-Real-Beauty-Campaign.jpg fig 18. Image Courtsey facebook & Author fig 19. Image Courtsey Author fig 20. Image Courtsey Author fig 21. http://www.blogcdn.com/www.engadget.com/media/2012/10/fujitsu-floral-kiss2.jpg fig 22. http://www.maximumpc.com/files/u69/Della.png fig 23. http://www.graziadaily.co.uk/pub/21publish/c/conversation/bic1.jpg fig 24. http://www.cars098.com/magazine/wp-content/uploads/2010/06/022-023.png fig 25. http://www.autominded.net/brochure/lancia/Lancia%20Ypsilon%20Elle02.jpg fig 26. http://www.wallpaperpimper.com/wallpaper/Automobile/Volvo/YCC/Volvo-YCC-Your-Concept-Car-2004-Sporty-Coupe-1-I4LS7SPCVX-1024x768.jpg

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Saurabh Garg |Transportation & Automobile Design 2013

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Saurabh Garg |Transportation & Automobile Design 2013

Author Saurabh Garg Student Transportation & Automobile Design 2010 - 13 National Institute of Design, Gandhinagar saurabh.g@nid.edu Copyright ÂŠ 2013 National Institute of Design. All rights reserved. Saurabh Garg |Transportation & Automobile Design 2013

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Saurabh Garg |Transportation & Automobile Design 2013