Tata Elxsi and Tata Motors, leading global companies in design and automotive respectively, have been honored with the German Design Award 2024. The collaborative effort between Tata Motors and Tata Elxsi on the Gen 3 Human-Machine Interface (HMI) design earned them the Excellent Product Design award in the Human-Machine Interface category.
The German Design Award, known for establishing international benchmarks in innovative design and global market competitiveness, recognised the exceptional contribution made by Tata Motors Gen 3 HMI. This digital cockpit experience, primarily designed for Electric Vehicles (EV) and adapted for Internal Combustion Engine (ICE) Vehicles, showcases Tata Group’s commitment to the future of electric mobility and sustainability.
Tata Elxsi played a crucial role in the development of the Gen 3 HMI, covering aspects such as consumer research, detailed digital and experience design, prototyping, and validation. The features of the Gen 3 HMI align with global trends in HMI design to cater to international markets.
Key features of the Tata Motors Gen 3 HMI highlighted by the German Design Award include:
- User-Centred Design: Prioritising usability and intuitive interactions for a seamless driving experience.
- Elevated Driving Experience: Enhancing convenience and enjoyment with intuitive immersive interfaces, seamless controls, and innovative engineering designs, including Advanced Driver Assistance Systems (ADAS).
- Thematic Experience: Providing personalised driving interfaces catering to individual driver preferences.
- Driver’s Focus: Ensuring driver concentration and safety with user-friendly controls and reduced distractions.
The jury commended the Gen 3 HMI, stating, “The digital vehicle cockpit ‘Gen 3 HMI’ from Tata Elxsi combines 2D and 3D optics in its modern and progressive design. The displays not only provide information on the technical status of the vehicle but also increase safety by providing information on driving style.” This recognition reaffirms Tata Motors and Tata Elxsi’s commitment to excellence in design and innovation in the automotive industry.
Nick Talbot, Global Head of Design and Innovation at 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.”
He added, “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, Chief Technology Officer, Tata Motors Passenger Vehicles Limited and Tata Passenger Electric Mobility Limited, 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.’’
The digital cockpit experience of Tata Motors Gen 3 HMI is a forward-thinking innovation, meeting today’s market needs while promoting the growth and acceptance of electric vehicles in the automotive industry. Through this win, Tata Elxsi’s intuitive HMI work has been globally recognised as a benchmark for outstanding design. This recognition underscores its significant contribution in making EV vehicles more welcoming and adaptable, effectively addressing the formidable design challenge posed by new technology integration.