Ashok Leyland Internship 2023 - Varun S

Ashok Leyland Internship Project

Duration: June-July 2023 (2 Months)

Varun Srivathsan Reg. No: 205307028

B.Des in Industrial Design

Srishti Manipal Institute

Acknowledgement

I express my sincere gratitude to Mr. Sathiyaseelan, Mr. Dhrubajyoti, and Mr. Dhanasekaran for allowing me to work with the best in the industry. A special thanks to Mr. Dhanasekaran, Mr. Vishnu, and the entire Ashok Leyland Styling team for guiding me throughout the project. Their inputs were instrumental in my process. I would like to thank Srishti Manipal Institute for its support.

I would also like to thank Mr. Raakeshwaran, my parents, and my friends for their constant support and encouragement, without which this project would have never become a reality. Thanks to one and all for helping me make my dreams come true.

Regards,

Varun S

Ashok leyland vision 10

Automotive design

Automotive design is the process of developing the appearance (and to some extent the ergonomics) of motor vehicles, including motorcycles, trucks, buses, and vans.

Design-It is the process of envisioning and planning the creation of objects, interactive systems, buildings, vehicles, etc...

Automotive-Pertaining to the design, operation, manufacture, or sale of auto-mobiles.

Ashok Leyland

Ashok Leyland, flagship of the Hinduja group, is the 2nd largest manufacturer of commercial vehicles in India, the 4th largest manufacturer of buses in the world, and the 19th largest manufacturer of trucks. Headquartered in Chennai, 9 manufacturing plants give an international footprint.

Ashok Leyland has a well-diversified portfolio across the automobile industry. Ashok Leyland has recently been ranked as the 34th-best brand in India.

Styling studio

Styling-the art of capturing the “spirit” of a vehicle from an aesthetic perspective.

As an Industrial design student, this was my first introduction to the automotive design world. During my time at the styling studio, I had the opportunity to encounter the processes and efforts that go into designing and producing a vehicle. Although 2 months is a very brief time to fully understand such a massive industry, the learnings and experience I got during that period have laid a true foundation and helped me gain the knowledge towards a successful future.

Brand identity

Stakeholders

Drivers | Passen ers | Mechanics |

Government | Board members |

S ppliers | ehicle owners

Percept o

R&D drive

Reliabl

Affordabl

Serviceabl

Easy to handle

“Aapki Jeet Hamari Jeet”

“Koi manzil door nahin”

The designer responsible for the exterior of the vehicle develops the proportions, shape, and surface details of the vehicle. Exterior design is first done by a series of manual sketches and digital drawings. To get the best design, a designer must understand the market and most importantly the needs of the USER.

PROJECT BEGINS

initia BRIE

The objective: De ign and develop an a tonomo rban tran port y tem that i appealing and enco rage people to e p blic tran portation rather than relying on car

Target: Upper middle-cla and wealthier individ al

Age gro p: Upcoming generation (Under 35

The project aim to po ition A ho Leyland a a pioneering brand in the pace, leveraging the r t-comer advantage.

*The brief i ba ed on re earch done to nd gap and need in the ector.

To move forward with the project, the first step was to break down the brief into prominent elements that would be relevant for further research. This makes it an effective way to understand where I was headed and helped me get a point to start from.

For my understanding, I had split the brief into 4 major elements, as they were more significant and formed the ground on which the rest of the project was built.

Key elements futuristic sustainable

Futuristic

Sustainable

Friendly

Premium

This project aims at conceptualizing an exterior for a Lightweight multiutility vehicle

*Bada Dost and Bada Dost Express are references

Why this ?

People tend to own multiple cars when they can just use public transport instead. They tend to prefer other options as there is huge quality control and over boarding issue in our public transport system.

References

I used Ashok Leyland Dost Express and Stile models as a framework (base) for this project.

DESIGN LANGUAGE

I wanted to showcase the motto “Aapki Jeet Hamari Jeet” as the year 2030 would mark 10 years since the motto was created. The DNA was created by the styling team in 2020 to represent the gesture of victory.

Trends

Aggressive headlights

Double door

Plug-in electric

Panoramic roof recycled/sustainable

KEy players

Benchmark

Waymo (Google) is widely regarded as the benchmark brand for autonomous vehicles. Waymo has been at the forefront of autonomous vehicle development and testing, making significant strides in the field of self-driving technology.

Why Electric ?

1. Electric vehicles (EVs) are the future as they significantly reduce greenhouse gas emissions, combating climate change and promoting environmental sustainability.

2. With advancements in battery technology, EVs offer longer driving ranges, making them more practical and reliable for everyday use.

3. EVs reduce dependence on fossil fuels, fostering energy independence and promoting a shift towards renewable energy sources.

4. Lower operational costs and maintenance requirements make EVs a cost-effective choice for consumers, reducing the overall lifetime expenses of vehicle ownership.

5. Governments and industries worldwide are investing heavily in EV infrastructure and incentives, signalling a global commitment to transitioning towards a greener and cleaner transportation future.

Skateboard platform

An EV skateboard platform is a modular electric vehicle architecture where the powertrain components, such as batteries, electric motors, and control systems, are integrated into a flat, skateboard-like chassis. This design allows for flexible vehicle development, enabling various body styles and features to be added on top of the common skateboard base, streamlining production and promoting design versatility in the electric vehicle industry.

Autonomous

A Level 5 autonomous vehicle is a fully self-driving car capable of performing all driving tasks without human intervention. It can navigate any road, environment, and weather condition without a human driver's need to take control. Level 5 autonomy does not require a steering wheel or pedals, providing complete automation and passenger reliance on the vehicle's onboard technology for safe and efficient transportation.

Brainstorming

Problems

shok Leyland's EV for 2030 should incorporate the following features

Seamless Connectivity: The EV network should provide extensive coverage across the city, offering a comprehensive and well-connected transportation system

igh-Tech Features: The EV should be equipped with advanced technology, such as real-time tracking, intelligent route optimization, and easy payment options, enhancing convenience and efficiency for a dynamic schedule

Luxury and Comfort: The EV's interior should reflect luxury and sophistication, providing a premium experience during transit

Top-notch Safety: The EV should prioritize safety with advanced safety systems, surveillance, and security to ensure a secure journey, especially during late hours

Zero Emissions: The EV's electric powertrain should align with eco-conscious values, offering a clean and sustainable transportation option that helps combat climate change.

By addressing these key features, shok Leyland's EV can provide a compelling and attractive alternative to private transport, encouraging him to embrace public transit as a convenient, luxurious, and eco-friendly mobility solution for daily needs.

So, What’s the big picture

Problem Statement

Ashok Leyland's EV for 2030 faces the challenge of developing a technologically advanced, eco-friendly, and luxurious electric vehicle that seamlessly connects a well-covered city network, ensures top-notch safety, and offers a premium experience to attract private transport users towards public transit as a convenient and sustainable mobility solution.

Ideation

I started out by sketching a few concepts and later refined them to create the final version

Initial sketches

Initial renders

I tired to explore new software and wanted to learn more by exploring. I made a few renders using Vizcom AI

Final Renders

I finalised on a sketch and created 3D models to make the sketch into a more realistic version

interior renders

The design and colours of the seats are meant to represent luxury and comfort. The colours are also influenced by the natural colours of the sustainable/recycled material used.

Exterior Features

Expandable body based on need

Final concept

SWOt Analysis

trength

Uniq d sign lang ag

C s omi a ion bas d on n d

Comfor abl spac

Privac and s c ri

A onomo s and saf

Wid r doors for as n r / xi

S rro nd vi w o f l lik a par of na r

Sil n and s s ainabl as i is an EV

Weakne

P opl ma fac diffic l i s whil moving in and aro nd h cabi

Ma ak a whil b for h s ar o r s h

a onomo s v hicl

Long r v rsions ma ak p mor spac han

n d d d o h form

O ortunitie

Can cr a an impac in h mark

Firs of i ’s kind mobili

Possibili of v n ring in o/r rning o h

p rsonal mobili spac

Brand nam wo ld mak h p opl r s h

prod c v n if i ’s n w

threat

Can b asil r plica d b comp i or EVs ma g o da

A onomo s v hicl s ma fai

No al rna m hod o driv if a onom fails

Direction 2

Based on the SWOT analysis, version 2 of the design is work in progress.

Thank you

“Innovation distinguishes between a leader and a follower.” - Steve Jobs