Design is the new horsepower: why Mahindra and Tata are winning the showroom
A new ETAuto analysis published on June 13, 2026 argues that automotive design in India has moved from a supporting craft to a strategic force, citing Mahindra's BE 6 and XEV 9e, and Tata's Sierra, Curvv and Nano as proof that distinctive design language now drives product, brand and customer experience decisions.
What was announced
ETAuto's June 13, 2026 feature by Kriti Saraiya argues that automotive design in India is no longer confined to functionality or aesthetics but is now integrated into every stage of vehicle development. The piece points to Mahindra's BE 6 and XEV 9e electric SUVs, and Tata Motors' Sierra, Curvv and the earlier Nano, as examples where a distinctive design language, rather than just product concept, defines how the cars connect with Indian buyers.
Mahindra and Tata have figured out that in 2026 India, the silhouette closes the sale before the spec sheet ever gets read.
The article traces the arc from the Tata Indica, described as India's first fully indigenised car designed and built in India, to current vehicles being developed for global markets. It frames this as a shift from a function-led discipline focused on meeting engineering requirements to a strategic foundation for product development, with design experts quoted as saying the process is now "much more front-loaded" than in earlier decades.
The broader context is a passenger vehicle market where Indian consumers increasingly treat cars as lifestyle products. ETAuto positions design as the force shaping not just sheet metal but also brand positioning, in-cabin experience and customer perception across price bands, from sub-10 lakh hatchbacks to 30 lakh-plus electric SUVs. The publication does not name a specific OEM as the design leader but uses Mahindra and Tata as its primary case studies, with Hyundai implicitly in the frame given its long-running role as a design benchmark in the mass market.
The Car Jury verdict
The ETAuto piece is correct, and the showroom data backs it up. Buyers walking into a Mahindra dealer for the BE 6 or an XEV 9e are not asking about kWh first; they are asking about the silhouette. Tata's Sierra revival is riding almost entirely on its shape. Hyundai, once the design benchmark with the Creta, is now the brand playing catch-up.
The risk is that design alone cannot rescue a weak product. Rachit Hirani of MotorOctane notes the XEV 9e is "more fun to drive" than rivals, which is why our verdict on it stays WAIT despite the looks, while the sharper BE 6 earns a BUY. Faisal Khan of FasBeam calling the refreshed Bolero simply "the updated Mahindra Bolero" is the counter-example: function still sells, just to a different buyer.
