Tata Motors on Wednesday, 6 January, announced its new design language for its upcoming passenger vehicles.

Zica hatchback, which is expected to make its India debut in the third week of January, will be the first product to underpin the new design language. IMPACT stands for 'Immediate IMPACT at first sight. Lasting IMPACT over time'.

"Today, the automakers are developing innovative technologies to cater to the needs of the new generation of customers. Design is among the key factors for car purchase decisions. Tata Motors recognizes this and presents IMPACT Design – as a key focus for the company's passenger vehicle strategy. The new, youthful, energetic and bold character of the passenger vehicles by Tata Motors is sure to make a lasting impact on our customers and on the Indian roads," said Mayank Pareek, President of Passenger Vehicle Business Unit at Tata Motors.

Tata which is giving stronger focus on the design of its passenger cars hoping to woo the customers with its new design language. The future models of Tata, which will be based on the new IMPACT design language, will have exciting architecture with best in segment size and location of the wheels, perfectly proportioned cabin to body ratio and hood to cabin relationship. The interiors of Tata's future cars based on this new design language will get layered Cockpit Design, driver focussed layout; new textures, fabrics and cabin Layout with clever storage spaces.

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Commenting on the Impact design, Pratap Bose, Head of Design at Tata Motors said, "You can either win or lose a potential customer within the first 20 seconds of them seeing a car. However, the customer stays with you based on the long-term experience they have with the product or service. IMPACT DESIGN is exactly about an Immediate and a Lasting Impact, Design has in our lives, and environment."