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Finding Detroit in india

Detroit or Mumbai? Ask any car designer worth his grease to choose between the two, and the US city — dubbed the auto capital of the world — would seem the natural choice.

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MUMBAI: Detroit or Mumbai? Ask any car designer worth his grease to choose between the two, and the US city — dubbed the auto capital of the world — would seem the natural choice.

But not for Peter Stevens, designer of such iconic roadcars as the McLaren F1, the Lotus Esprit, and the Subaru Impreza. “I was offered a job as a designer consultant in Detroit and in Mumbai at the same time.

I chose the Indian manufacturer (Mahindra and Mahindra),” he told DNA in a conversation about how India is getting set to make cars for the world.

“Though Detroit will continue to be important for some time to come, it is getting contracted by the day. On the other hand, in India, I can see only expansion in the automobile market.”

He attributes the growth to the strong Indian middle class which is becoming even more strong and confident.

This is not the first time that Stevens has been hired as consultant. His services were used in the late 1980s by an Indian company. “However, then I could still feel the vestibule of British Raj.

There was a certain amount of rigidity then,” he recalls. However, during the last decade, the Indian car industry has just taken a quantum leap.

“Fifteen years seem like 50 years to me. If the Indian car industry grows at this pace, it will soon become a major export hub,” he said.

Do foreign companies look at India as a source of cheap labour? Stevens disagrees. “India will become an export hub not because of its cheap labour but because of its approach.

Unlike Europe, people here are receptive to ideas and are eager to learn. Besides, the mindset of European manufacturers has become rigid.”

How can a top international designer help Indian manufacturers make cars that appeal to the foreign market? “A top international designer brings an international perspective which is absent in India.

For example, 15 years ago, the front grill on Korean cars wasn’t of good quality. It used to be shiny which didn’t appeal to many customers. However, the same grill has now undergone lot of improvement. Now, it has that typical European look”

Does he see any difference between Indian and European designers? “Europe has 100 years of car-making history. As a result, a top European designer is well-versed with the automobile industry.

In fact, by just sitting in a café along the road, you can watch how people use their cars and decide what changes are necessary. This is the first generation of Indian designers while Europe is seeing its third generation. Obviously, having that experience counts a lot.”

As a major manufacturing centre, China has been doing remarkably well, even better than India. However, Stevens feels that China can’t match India in the automobile sector.

“China may be good at mass production of mobile phones whose design and components have been supplied to them. However the economics of making cars is totally different.” Also, compared to China, the degree of freedom in India is extremely high, which makes a lot of difference,” he said.

The Rs 1 lakh car is the new buzz word in the Indian automobile industry. How does he look at this car from a designer’s point of view? 

“The car has to be attractive. No one will buy an ugly looking car, no matter how cheap it is. Since there would be budget constraints, I would prioritise the dispensables from a standard car.

For example, I will do away with the air conditioning system. Thus, my design focus would be on better air circulation. All systems of the car would be taken into consideration one by one and consequently worked upon to reduce the cost,” he says. 

As a designer does he think that everything that could be designed has been put on paper? “Not at all,” he says. “Designs evolve continuously. Nowadays, the challenge is emerging in the form of those fuel cell cars.”

Stevens though is not impressed with hybrids. “Though hybrids could be a step in the direction of reducing dependency on oil, their manufacturing uses large amount of energy.

In a hybrid, fuel consumption is just one-fifth of the entire energy package. Hybrids don’t do any good to the environment,” he says.

Stevens may not be impressed with the hybrid. But he impressed many with the McLaren F1 road car’s design. “We were a small group of dedicated, enthusiastic people.

McLaren wanted a good looking car that was fast and powerful as well. And I guess we didn’t disappoint on any front,” he says. What, according to him, is so fascinating about the McLaren F1 road car?

“It’s the balance. Every single component seems to be in perfect balance with its surroundings.”

In which other vehicles does he see the balance element? “World War 2 Willys and, believe it or not, I am fascinated by the humble auto rickshaw as well,” he says.

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