Car Design Review X: Aurelien Doisy

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Tata’s Aurelien Doisy shares his personal approach to design in this exclusive Car Design Review X interview   

Tata Motors has ambitions to be a global player, but we’re not doing that by simply trying to sell cars everywhere. We want to be strategic. We’re not in China, that is not our priority at the moment. But if you just master 25% of the market in India, that’s already a lot and it’s still an untapped market. In terms of designers, we’re more interested in people with an open-minded approach, somebody that doesn’t necessarily have a transport design background but is keen and that has the appetite to learn. To me the number-one quality of a designer is their adaptability.

If you can’t adapt to a brand and just keep on doing the same trick all the time, it doesn’t work, especially with electrification and digitisation. For example, we have one designer who came from Puma and he’s doing brilliantly. He has that passion for vehicles, but is approaching colour, materials and finish (CMF) with a wild mind compared to traditional transportation designers. The freshness that you see in sneakers these days he brings to cars. We want a down-to-earth approach very much like what we are trying to get into our products. I’d settle for someone that needs a bit more training rather than a ‘rock star’ that won’t fit.

There are 17 nationalities at Tata worldwide, and we…

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