Tata Motors Design is uniquely positioned amongst OEM design studios owing to its end to end approach on projects. The scope and involvement in projects goes beyond the ‘traditionally recognized’ role for design. Prior to conceptualizing and developing the designs of the products, the team works closely with the strategy, marketing and planning groups in identifying market segments for launching products, and with engineering groups in setting up the initial package. At the other end of the spectrum, not only is there close involvement in defining the look and feel of the marketing images but also of the retail spaces to exhibit the products in their best light and to enhance the overall customer experience. This combined with access to talent and perspectives from three distinct geographies ensures that the end delivery is well rounded and thoroughly thought through.