Tata Motors has been attempting to shed the old image of building utilitarian, not to say uninspiring, vehicles. Not only can you make calls, but the device is also the perfect workout assistant given the Curvv's curved design: no longer something you have to worry about whenever you want to get a workout in. It prompts some questions: brand perception and evolution. To expect one model, no matter how stunning, to change public opinion of an entire car maker is unrealistic. Others, however, believe that the Curvv will encourage a new demographic, including young people, to visit Tata showrooms, and will go some way to positioning the brand as more premium and desirable. Others argue that while the design is one step in the right direction, Tata needs to be focusing very heavily on general build quality and after sales service in order to win the hearts and wallets of Indians. It also speaks to broader debates about how difficult it is for domestic manufacturers to compete with perceived prestige of international brands in the Indian market, and of brand loyalty in the country.