Decoding Future Automotive Design Preferences in India

Industry: Automotive & Mobility

Client Background

Our client, a globally recognized smart mobility and automobile solutions provider, has built a strong reputation for innovation, advanced manufacturing, and testing capabilities. Originating in India, the brand has become a major exporter of vehicles and

Business Objectives

The Indian automobile sector has recently witnessed a steep rise in SUV demand, leading to reduced consumer interest in hatchbacks and sedans. For a brand driven by innovation and customer-centric product development, it became crucial to decode evolving design and body-type preferences.

The client aimed to:

Evaluate consumer perceptions of new vehicle design concepts in ICE (Internal Combustion Engine) and EV (Electric Vehicle) categories.
Identify the most preferred body type and styling direction.
Define optimal pricing strategies for upcoming product launches.

Key objectives included:

The study was designed to address the following:

Map future body type preferences of Indian consumers.
Capture styling preferences across hatchbacks, sedans, SUVs, and MPVs.
Determine the most impactful design direction.
Determine optimal pricing ranges for ICE and EV models.

Our Approach

Phase I – Consumer Insights

HBG^TM Insights conducted central location testing with ICE and EV intenders to evaluate concept renderings on parameters such as:

Overall Likeability
Reasons for Appeal/Dislike
Believability & Relevance
Ease of Understanding
Styling Preferences (Current vs. Future)
Purchase Intentions

Additionally, price sensitivity was measured to define favorable price bands for each concept.

Phase II – Expert Consultations

Automotive design and media experts were interviewed to validate consumer insights. Discussions explored:

Translation of consumer needs into design elements
Visual appeal and usability of concepts
Refinement recommendations
Market viability and differentiation opportunities

Geographic Coverage

The study was carried out across Delhi, Mumbai, Hyderabad, and Kolkata, ensuring diverse regional representation.

Key outcomes included:

Identified the winning car design concept aligned with consumer aspirations.
Defined the ideal pricing strategy balancing affordability and premium value.
Highlighted key purchasing attributes such as design aesthetics, features, fuel type, and body preference.
Delivered practical insights to enhance product development and pricing strategies.

Impact

By integrating consumer insights with expert evaluations, HBG^TM Insights empowered the client to make confident, data-driven design and pricing decisions. The research not only clarified future consumer preferences but also strengthened the client’s ability to launch vehicles positioned for success in India’s evolving automotive market.

About The Author

Partha Sarathi Sengupta Head – Analytics & Consumer Insights

Partha has 20+ years of experience delivering impactful, data-driven solutions to clients across business and consumer segments. He specializes in strategic and competitive analysis, helping clients win in complex marketplaces. Before joining HBG^TM Insights, Partha held leadership roles at AMI-Partners (APAC), IMaCS, Annik Technology, and has worked with ACNielsen, TNS, and Vodafone. He holds an M.Sc. in Statistics & Econometrics from the University of Calcutta and an MBA in Marketing from NPC-Delhi, and has been widely featured in leading publications like Business Standard, Economic Times, CXO, The Telegraph, CRN etc.

Know More