Montra Electric, the EV brand from the Chennai-based Murugappa Group which forayed into the electric vehicle sector in September 2022, has won the International Red Dot Design Award for 2023 in the ‘Design Concept’ category. The award has been given to the Montra Super Auto passenger-carrying electric three-wheeler under the ‘Innovative Last Mile Mobility Electric Passenger Vehicle’ category.
As per the company, this year, from a large pool of over 3,400 innovative product submissions from across the globe, only 6% or 204 entries were given this award of which only 11 were from the mobility sector. A diverse panel of 22 international experts meticulously evaluated each entry, distinguishing products that exhibit exceptional design while addressing the specific needs of their target audience.
The Montra Super Auto, which has a range of 159km, has a top speed of 55kph, 0-20kph in 4 seconds, and a seating capacity of four including the driver. It develops peaks power of 10kW and torque of 60 Nm. The Super Auto is available in two variants – the ePV and ePV 2.0, priced at Rs 302,000 and 344,000 respectively (ex-showroom, Bengaluru after FAME II subsidy). The Montra Super Auto dimensions are: length (2855mm), width (1350mm) and height (1750mm).
Commenting on the Montra Super Auto winning the International Red Dot Design Award for 2023, Sushant Jena, Head, Montra Electric 3W Division said: "We are delighted to win this esteemed award on an international stage. The International Red Dot Design Award is a recognition of our relentless pursuit of purpose led thinking in design excellence and innovation. The Super Auto's elegant yet functional design is a reflection of our commitment to delivering mobility solutions that transform lives and inspire pride of ownership.”
Raghavendra C Acharya - Head of Design, Montra Electric (TI Clean Mobility) stated: “The Red Dot award is an international seal for excellence in design innovation and is a testament to Montra Electric's commitment to reimagining last-mile mobility through innovative and user-centric design. It highlights our profound understanding of the end consumer needs/insights and ability to create a differentiated product in a saturated market, in a manner that genuinely resonates with the target consumer. In India and similar markets, there is a growing imperative for a three-wheeler design for last-mile mobility that not only meets functional needs but also enhances the social standing of its users, fostering a sense of pride.”
He added, “One of the most pivotal consumer insights that influenced our design was the concept of ‘presence’. This philosophy guided us to craft a dominating experience, both on the road and inside the vehicle. The proportions are critical to the design – it features a dynamic side view silhouette with a forward-leaning stance, taut surfaces and a well-sculpted rear. Our design philosophy maintains a balance between visual appeal, affordability, and functionality. The vehicle is designed with superior space management, offering modularity to accommodate a variety of consumer needs, thereby making urban commuting an extraordinary experience.”
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