Montra Electric, the EV brand Murugappa Group, has won the International Red Dot Design Award for 2023 in the “Design Concept” category at Singapore. The company won the award for its three wheeler Super Auto under “Innovative Last Mile Mobility Electric Passenger Vehicle”.
This year, from a pool of over 3,400 innovative product submissions from across the globe, a mere 6 percent were honored with this award. Notably, only 11 entries from the mobility sector secured this accolade. A diverse panel of 22 international experts meticulously evaluated each entry, distinguishing products that exhibit exceptional design while addressing the specific needs of their target audience.
Speaking on the announcement, Sushant Jena, Head, Montra Electric 3W Division said, “We are delighted to win this esteemed award on an international stage. The International Red Dot Design Award is a recognition of our relentless pursuit of purpose led thinking in design excellence and innovation. The Super Auto’s elegant yet functional design is a reflection of our commitment to delivering mobility solutions that transform lives and inspire pride of ownership.”
Raghavendra C Acharya – Head of Design, Montra Electric (TICMPL) stated, “The Red Dot award is an international seal for excellence in design innovation. The International Red Dot Design Award for the Montra Electric Super Auto is a testament to Montra Electric’s commitment to reimagining last-mile mobility through innovative and user-centric design. It highlights our profound understanding of the end consumer needs/insights and ability to create a differentiated product in a saturated market, in a manner that genuinely resonates with the target consumer. In India and similar markets, there is a growing imperative for a three-wheeler design for last-mile mobility that not only meets functional needs but also enhances the social standing of its users, fostering a sense of pride. One of the most pivotal consumer insights that influenced our design was the concept of “PRESENCE.” This philosophy guided us to craft a dominating experience, both on the road and inside the vehicle. The proportions are critical to the design; it features a dynamic side view silhouette with a forward-leaning stance, taut surfaces and a well-sculpted rear.”
“Our design philosophy maintains a balance between visual appeal, affordability, and functionality. The vehicle is designed with superior space management, offering modularity to accommodate a variety of consumer needs, thereby making urban commuting an extraordinary experience,” he further added.