Leading design professionals from all over the world recently gathered at the tenth annual AutoWeek Design Forum and the Automotive News Concept Car of the Year Awards, held in conjunction with the 2003 North American International Auto Show in Detroit.

The day-long forum, attended by 750 people, kicked-off with a presentation by Anthony Grade, Vice-President Design Car Programs, Renault S.A. on the meaning of “Design Innovation” and how Renault actively promotes innovation within its organisation. Explaining the new Renault philosophy of “A New Concept Wherever Possible, A Strong Style Every Time”, he outlined how design innovation can be pursued through technological, stylistic, organisational and design changes within the company to produce cars with a strong recognition factor and, ultimately, fine sales results in the marketplace. “Innovation is a love of adventures, not being satisfied with existing solutions” he concluded.

Interestingly, he was followed by ex-Renault designer Anne Asensio, now Executive Director of Interior Design, Quality and Brand Character, GM, who discussed the differences between European and American approaches to design. Taking the examples of Picasso and Jackson Pollock, she compared how Picasso’s approach was intellectual and analytical while Pollock’s art was spontaneous, energetic and full of naïve power. “But I’m not bringing French design to GM, rather I’m designing American cars informed by French eyes” she stressed. Introducing GM’s new design mantra - “design Gotta-Have Products”, she rounded off by saying “In the US you can put intellect aside, just use gut feelings. Express yourself fully”. Gavin Ivestor, Senior Vice-President of Puma, then went on to explain how he strove to make Puma a design-driven company - “A Ducati of the footwear world”. The discussion focussed on how the automotive and footwear industries increasingly converge by designing cross-over products for consumers, which hijack styles from other areas of design and fashion. Eric Schumaker, Exterior Design Manager from Honda’s HRA studio, gave a comprehensive insight into Honda’s concept-making method, which led to the new Honda Element for Gen-Y buyers. Having held extensive focus group studies, visiting college campuses and letting respondents discuss the initial sketches, the HRA team settled upon the concept of The Lifeguard Station.

Anne Asensio Cadillac Sixteen concept Eric Schumaker Honda Element Peter Pfeiffer Maybach 62

“You’re drawn to it from afar, It’s big inside, has an honest use of materials, a place to hang out” he explained.

Talking about colours, he noted that “Guys say they want funky colours, then go and buy a silver or black Element. But they still want to be able to drive past the dealer to see those orange or yellow Elements to make ‘em feel good !”

Peter Pfeiffer, Senior Vice-President Design, Daimler-Chrysler AG followed on by presenting the design development of the new Maybach. He also considered the topic of how all symbols of luxury originate in Europe, which was touched upon by Anne Asensio earlier and certainly rang a bell at this Detroit Show where the Maybach, new Rolls-Royce, Bentley GT, Aston Martin V8, Maserati Kubang and Porsche Cayenne all made their debuts. “You don’t buy a Maybach, you have one built” was the message from Mr Pfeiffer.

The keynote speech by J.Mays, Vice President Design, Ford, entitled “What is Design” outlined his thoughts on Ford design direction for the future. “We have to create automobiles that touch people’s lives, that make people’s dreams accessible to them” he said. “Cars, like films, need a subtext. Without a story it’s nothing. You need to take your audience out of the mundane” he continued.

The presentation went on to discuss the development of car design against the social backdrop of the 1950’s to the 90’s and how the current decade is increasingly fragmented and suffering from excess choice. “It is harder to categorise consumers by age, clothes or style, there’s no single view of the future anymore” commented Mays. Finally, he explained how the show concepts fitted into this view by regarding the new Mustang GT as “Pure American Culture”; the Ford 427 as “a Galaxie update with a Scorsese-like look” and the Ford GT as “not retro, but a 1960’s re-issue, like a classic TAG-Heuer watch”. In conclusion, he added “Ford has 100 years of terrific stories to tell – and we intend to tell them”.

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