research for automotive passenger experience
Elephant Design transformed passenger car experience through comprehensive user research, delivering India-centric vehicle solutions.
600+ Respondents
Across 8 States
Extensive urban and semi-urban research
Differentiated design strategy development
New product development guidance
Market launch support
Automotive Evolution
The automotive multinational has a long history of global vehicle design, traditionally adapting existing models for emerging markets through value engineering. Their focus has been on efficient mobility solutions, but they recognized the need to evolve beyond one-size-fits-all approaches. The initial challenge was creating truly user-centric passenger cars specifically designed for Indian consumers rather than merely adapting existing platforms. 
Authentic Indian Mobility
The brand aimed to redefine its approach to the Indian market by creating vehicles that genuinely resonated with local needs rather than simplified global models. This aspiration translated into comprehensive research spanning urban and semi-urban areas across multiple states. The project's unique selling point became its deep ethnographic understanding of how Indians use cars as family spaces, travel companions, and status symbols, resulting in design strategies that now guide all India-focused product development. Understanding Indian Mobility
Our exhaustive study across India revealed distinct patterns like: rear seat comfort, climate adaptability, thoughtful storage, accessibility for traditional attire, and inclusive technology. These insights transformed standard value engineering into empathetic design that anticipates diverse Indian mobility needs. 
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