Maruti Suzuki Opens DesignXathon 2026 to India's Emerging Automotive Design Talent

Maruti Suzuki India Limited has unveiled the second iteration of DesignXathon, its premier design competition aimed at identifying and cultivating emerging automotive design talent across the country. The initiative seeks submissions from students enrolled in design programmes at both Indian and international design schools operating within India.

The competition challenges participants to conceptualise "an iconic vehicle that Gen Z and Alpha consumers would aspire to own in 2036." Submissions will be assessed based on a comprehensive design vision for vehicles suited to the 2035-2040 timeframe, with particular emphasis on vehicle category selection, alignment with Gen Z and Alpha lifestyle preferences, sustainability considerations, and the coherence between design philosophy and technological integration.

Hisashi Takeuchi, Managing Director and Chief Executive Officer of Maruti Suzuki India Limited, highlighted the significance of the competition. "Automotive design transcends mere visual appeal—it represents a convergence of innovation, imagination, and fresh thinking that both attracts consumers and shapes their purchasing decisions," he stated. He noted that the inaugural challenge in 2025 demonstrated the calibre of design talent present throughout India, and expressed enthusiasm about launching the second edition as a platform for young designers to realise their concepts while gaining practical experience through internships with the company.

Takeuchi further emphasised the role of younger generations in reimagining automotive design principles. "Emerging designers are instrumental in questioning established approaches and defining the trajectory of mobility's future. DesignXathon represents our commitment to cultivating this talent pool and establishing a robust design infrastructure within the country," he said.

The inaugural edition attracted participation from over 400 students representing 70 prestigious design institutions across India and globally. Competitors developed concepts for an advanced compact vehicle, with winning entries coming from MIT Institute of Design, VIT Vellore, and Strate School of Design. Eight students from these winning teams are currently completing six-month internships with Maruti Suzuki's design division.

The 2026 competition will reward the top three teams with six-month internship placements working alongside seasoned design professionals within Maruti Suzuki's studio. Teams finishing fourth through tenth will receive acknowledgment and the opportunity to pursue internship positions, allowing them to refine their capabilities in a professional automotive design setting.

Interested students must submit their applications by 13 July 2026.