"Design is among the key factors for car purchase decisions. Tata Motors recognises this and presents IMPACT Design - as a key focus for the company's passenger vehicle strategy," said Tata Motors' president, passenger vehicles, Mayank Pareek in a statement.

IMPACT denotes 'Immediate IMPACT at first sight. Lasting IMPACT over time' and the recently unveiled ZICA was the first product to emerge under this design language.

"You can either win or lose a potential customer within the first 20 seconds of them seeing a car. IMPACT design is exactly about an immediate and a lasting impact," said Tata Motors design head Pratap Bose in the statement.