May 28, 2024

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Montra Electric wins Red Dot Design Award with its three-wheeler

Montra Electric wins Red Dot Design Award with its three-wheeler

Murugappa Group, the company’s EV division, is known for Super Auto


Montra Electric, the electric vehicle brand of the Chennai-based Murugappa Group, which forayed into the electric vehicle space in September 2022, has won the International Red Dot Design Award 2023 in the ‘Design Concept’ category. The award was given to the Montra Super Auto electric passenger three-wheeler in the category “Innovative electric passenger vehicle for last-mile mobility”.

 

In this year’s competition, according to the company, 6% or 204 entries were nominated from over 3,400 submissions from around the world, of which only 11 of them were from the mobility sector. Out of these 204 entries, only six were chosen from the mobility sector this year. The products were meticulously evaluated by a panel of 22 international experts, each of whom comprised a unique approach to the evaluation of each entry, to identify products with exceptional design that address the specific needs of their market.

Featuring a range of 159 kilometers, a top speed of 55 kph, a 0-20 kph time of four seconds, and seating for four including the driver, the Montra Super Auto has a top speed of 55 kph. This engine is capable of producing 10 kW of maximum power and 60 Nm of maximum torque. There are two variants of the Super Auto – the ePV and ePV 2.0, priced at Rs 302,000 and Rs 344,000, respectively (ex-showroom, Bengaluru after FAME II subsidies). There are three dimensions to the Montra Super Auto: its length is 2855mm, its width is 1350mm, and its height is 1750mm).

In his comments regarding Montra Super Auto winning the International Red Dot Design Award for 2023, Sushant Jena, Head of Montra Electric 3W Division, expressed his excitement at winning this prestigious award on an international stage. The International Red Dot Design Award is a recognition of their relentless pursuit of purpose-led thinking in design excellence and innovation. Super Auto’s elegant yet functional design is a reflection of its commitment to delivering mobility solutions that transform lives and inspire pride of ownership.

Additionally, Mr. Raghavendra C Acharya, Head of Design, Montra Electric (TI Clean Mobility) provided a statement on this occasion. Montra Electric’s commitment to reimagining last-mile mobility through innovative and user-centric design is demonstrated by its Red Dot award, which is an international seal of excellence in design innovation. Their understanding of end-user needs and insights and their ability to develop a differentiated product within a saturated market that truly resonates with the target audience are highlighted in this case study. According to him, there is a growing demand for three-wheelers for last-mile mobility in India and other similar markets that not only meet functional needs but also foster a sense of pride among their users.

Furthermore, he explained that the concept of ‘presence’ was one of the key consumer insights that influenced their design. In both the interior of the vehicle and on the road, this philosophy guided the craft of delivering an exceptional driving experience. Several aspects of the design are important, including the proportions, a forward-leaning silhouette, taut surfaces, and a sculpted rear. Additionally, he stated that the company maintains a balance between visual appeal, affordability, and functionality in its design philosophy. A variety of consumer needs are accommodated by the vehicle’s space management, which makes urban commuting an enjoyable experience.

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