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
HBGTM 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, HBGTM 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.