The Automotive Industry is one of the fastest growing industries with over 72 million cars sold in the last year. In India alone around 2.6 million cars were sold in the year 2015.
BMD Pvt. Ltd. was the sponsor for the project.
BMD is the largest manufacturer of automotive furnishing fabric in India. BMD’s products are used as fabric for seatings and door trims for automobiles. Special fabrics manufactured by BMD are also used in aircrafts, ships and auditoriums.
The aim of the project was to develop concept and fabrics for the interiors of an entry level hatchback (based on Maruti Suzuki Celerio) and a C-segment sedan (based on Maruti Suzuki Ciaz).
One of the most important part of research was to look at the various competitors in both the domestic as well as international markets for both the car segments.
Consumer profile of a customer purchasing a Maruti Suzuki Celerio
Consumer profile of a customer purchasing a Maruti Suzuki Ciaz
Theme for Celerio: “Going Back; Relive your Past”. The theme is based on the idea of reliving or revisiting your childhood memories with your family or loved ones. For some that would be rekindled by playing Lego/blocks with your children or for someone playing with a tyre (as shown in the image). These images bring a feeling of happiness and joy.
Theme for Ciaz: "New Luxury". The definition of luxury is changing and the individual is defining his or her interpretation of luxury and what he wants. Luxury is no longer extremely shiny, heavy, expensive looking objects. A consumer like one buying a Ciaz wants to create his own language of luxury.The theme is about being independent, confident and bold and getting out there. Its about finding beauty in simplicity. The theme is about individuals moving towards the future where there are no set rules or definitions for what luxury is and it’s about self expression and about being confident of who you are.
Various presentations were made to get feedback from both the manufacturer that is BMD and from the client Maruti Suzuki. The various interactions and presentations helped solve all those moments of weakness and confusion. The interaction with the client and working with the equipment manufacturer really helped to understand the working of the industry and how an idea is finally executed.
A brief introduction to "WHAT" was developed as a part of the project.
Collection of concepts and fabrics for an entry level hatchback like the Maruti Suzuki Celerio
Collection of concepts and fabrics for a sporty sedan like the Maruti Suzuki Ciaz.
