DownsideUpDesign

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Musings of an Aussie design strategist, trend analyst and journalist

Update: An unconventional review: Lexus RX 450 h


The RX at Portishead

It was with genuine surprise that I received a Twitter dm (direct message for the uninitiated) from the ever-friendly @Valvo at Toyota PR asking if I wanted to have a Lexus RX 450 h for a week. Having never experienced a hybrid and having not experienced a Lexus on the road since a mate’s father’s LS400 back in – ooooh – 1990, I leapt at the opportunity. Here was a chance to trial the luxury brand that, to some eyes, changed everything and the drivetrain technology that some believe still will. Read the rest of this entry »

#RCAFutureAuto Seminar 2: The role of the vehicle designer – where is it headed?

The second in the Royal College of Art’s Future Vehicle panel series, titled The role of the vehicle designer – where is it headed?, presented an opportunity to answer a question as perplexing to those already working in the industry as those wanting to gain entrée. As has been previously established in this series, the industry is in a state of flux and as old business models and market requirements change, so must the designer. But how? Read the rest of this entry »

#RCAFutureAuto Seminar 1: Seriously now: where is the sustainable vehicle design?

Now, more than ever, sustainability is the issue du jour being discussed – endlessly – amongst observers of the automotive industry. After years of car makers talking up their environmental sustainability credentials, they are now facing a crisis of an altogether more fundamental nature: the sustainability of their businesses.

To investigate the issues surrounding sustainability, both environmental and business, the Royal College of Art (RCA) held a seminar titled Seriously Now: where is the sustainable vehicle design?, one of a series of 5 events looking broadly at the future of automotive design. Read the rest of this entry »

Quick Thoughts: The Bertone Pandion “Why Bother?” Edition

Never have two great automotive names been so resolutely underserved by their colaboration.

When I was a kid I was given a book packed to the rafters with images and descriptions of the output of the Italian styling houses up to the mid-80s. Apart from a couple of Pininfarina jobbies like the Ferrari Modulo and Pinin (don’t ask, I love barges hmmmkay?) it was always the sheer audacity and other-worldlieness of the Bertone cars that made me keep turning those pages until the book fell apart.

From BAT to Marzal (stylishly accessorised above) to Carabo to Camargue to Sibilo… the list goes on and on… Bertone was largely responsible for me wanting to become a car designer.

It’s only natural, therefore, that I expect a great deal of Bertone, and while they’ve wavered in the last couple of years, the news that they would be teaming up with Alfa Romeo for Geneva had my heart a-flutter.

Consider that heart shot out of the sky and in the mouth of a rabid dog. I’m hurt and I’m mad. Read the rest of this entry »

Quick Thoughts: Death of the Plunging Shoulder

About 7 years ago, if my recollection is correct, we saw the beginnings of a design trend that would take the automotive industry by storm. The progenitor was the Mercedes Vision CLS Concept and the feature was a dramatic, plunging shoulder line that caused some to comment, unfairly in my opinion, that the car looked like a pressed steel banana.

Despite the common name that would be ascribed to the feature, it was actually an ascending shoulder that whipped from the from wheel arch and arced gracefully rearwards. Did it have it’s genesis in the Triumph TR-7? Thankfully, we’ll probably never know and in any case only the most ardent – and odd – automotive design watchers would ever try to make the link…

Read the rest of this entry »

Post-Frankfurt Daze

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I must appologise for things being a little quiet on the DownsideUpDesign front.

At relatively late notice I was fortuitous enough to gain press accreditation (yes, I’m now a fully accredited journalist with the IFJ) for the Frankfurt Motor Show, known in German as the IAA, or Eeeee Ahhh Ahhh (which always sounds vaguely pornographic).

So while you, dear reader, have been wondering weather I’d left the mortal coil to pilot that great big Espada in the sky, I was wandering hither and thither around what is possibly the worlds largest motor show. Sitting on a site 1.2Km long by .5Km wide, if it weren’t for the press cars and their beautiful drivers, I’d have legs like Arnie.

Three 7 am starts and 2 am finishes later I can safely say I conquered it. What have I got to show for it? Well apart from some fabulous discussions with designers, PR types and general good guys that I hope to elaborate on here and elsewhere, I managed to amass around 4,000 photos and my first ever videos. Rather than bore you with all of them (I do get a little carried away at times…) I’ve put together a small selection of 384 piccies on my Flickr page. It’s a bit of a random bunch and the analysts amongst you will be able to tell far to much about me than I care to know. Nevertheless, take a look and let me know how you found the show through my eyes.

Do I detect a movement? Car design gets more social by the week.

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I’ve just spent two fantastic days volunteering, presenting and learning at the sensational UXAustralia user experience conference in Canberra, Australia.

It seems appropriate, therefore, that this morning I learnt of another socially-led automotive design project.

Following in the vein of GM’s The Lab, Local Motors and Peugeot, Fiat Brasil has now launched the Mio project. Read the rest of this entry »

Does GM Design "get" Social Media more than Ford? The Lab is an emphatic "Yes"

It’s been a while since I’ve turned my mind to the GM empire (in fact the last time I saw fit to comment was when the highly questionable GMC Terrain surfaced…). But conversations with the head of social media at GMH (Holden) and a little discovery I made yesterday has got me thinking about the people’s car company all over again.

I’ve spent a lot of time over the past few weeks discussing the ability of social media to open up dialogue between automotive designer and customer. The benefits, as I see them, are twofold. Firstly, designers get access to crucial insight from the people they often have the least professional contact with, their customers. Secondly, the designers themselves, as opposed to the cringe-inducing PR lackeys, can help spread the message about their work, breaking down the hitherto impermeable walls of the design studio.

Lo and behold, GM has jumped into the ring with a new project called The Lab (take a look at it here) and it seems to be a solid first step in engaging designer and customer in a productive, conversational way. This marks a turning point  in the use of social media as a truly two-way street into and out of automotive companies outside of the PR department. It’s also heralds the incorporation of social media research into the product development process by enabling access between customers and the people responsible for designing their cars.

Traditionally, market research consultancies were commissioned to suss out customer need and wants on behalf of design departments. Somewhat predictably, market researchers, with their marketing imperatives, ask marketing questions and present their marketing answers, mostly metrics, to… designers.

Based on my experience, marketers and designers very rarely speak the same language and, unsurprisingly, rooms of blank stares and yawns are the usual outcome. At best, there might be a clue or two hidden in the marketer-speak for design management to interpret for the benefit of the designers. At worst, nobody in design gets it and they go off and sketch something for themselves (probably on the back of the latest trend report from marketing).

Somewhat notoriously, Ford has tried to get around this disconnect by building a persona around the marketing metrics (her name is Antonella) but at the end of the day she’s a fabrication, too easily moulded to suit the whims of the various stakeholders in the design/marketing/sales triumvirate.

Recognising that the traditional market research model fails to connect with designers and that there’s no substitute for real people, a small number of ex-designers and design strategists (people who, in this context, sit at the confluence of market insight and design output) have set up consultancies that aim to ask the right kind questions of customers in order to get design-relevant responses.

The key to their success is that their outcomes are presented in ways that make sense to designers and the marketing/sales teams. It’s a largely successful approach, and having worked in this kind of arrangement, I can attest to the palpable sense of relief expressed by designers when another of their ilk gets up and delivers truly useful, comprehensible market insights. Importantly, these consultancies strive to deliver outcomes where the direct implications for the designer’s work are clearly defined.

Where this approach falls down, however, is when you want to establish a richer, longer-lasting conversation with the customer. The project-by-project basis on which the older strategy consultancies work is just too finite and the idea of using the internet to reach more people in a more more conversational way just hasn’t occurred to them.

This is why GM’s Lab experiment is so interesting. It cuts out the woefully inappropriate (for designers) market research companies, the simplex, time-limited information stream of the design strategy consultancies and gets right to the customer in a way that openly encourages dialogue.

Admittedly, there are a couple of issues that come to mind. Firstly, if the content isn’t inclusive and word isn’t spread far enough, the only people the designers will be talking to are the die-hard fans (although die-hards have their place as brand evangelists, it’s actually Joe Average who almost always provides the most surprising, useful insights). Their current content videos are too one-sided and way too corporate for this commentator.

Secondly, I have an inkling that asking the right kind of questions, the analysis of the responses and, most crucially, maintaining the momentum of the project will still require dedicated design strategists. Then again, I would say that. I still believe that outside consulting will continue to have an important role in defining design projects, a social media stream will simply provide another, more immediate source of feedback for designers to bounce off.

As an experiment, The Lab ties in closely with the views I’ve expressed in the past and GM should be applauded for their pioneering efforts. It will be fascinating to watch how the dialogue between designer and customer develops over the months and, hopefully, years to come. Ultimately, it represents a bold step towards opening up the design process in a useful, engaging way and a wonderfully appropriate one. I mean, it is the people’s car company after all.

[Source: General Motors, Thanks to @cbarger for the original tweet]

Quick Thoughts: Does my D-Pillar look big in this?

2010jaguarxj_abh007-1

The embargo has finally lifted on the new Jaguar XJ and although I’ve just woken up and am still a little bleary eyed, the big Coventry cat has already made quite an impression.

Times are tough for luxury car makers and few have had it tougher for longer than Jaguar. As sales of traditional large saloons free-fall and the cost of running them continue to rise, any new entrant to the segment needs to offer distinction and at least a convincing veneer of making good financial and environmental sense. On the face of it, the new XJ seems to achieve all of this.

Jaguar-XJ_2010_1600x1200_w copyWhile the family resemblance to the XF is clear, the design team’s approach to proportion and surface resolution has imbued a more relaxed feel to the XJ, swapping the XF’s bright-eyed and bushy-tailed exuberance for the preening satisfaction of a large, not corpulent, cat enjoying a luxuriant stretch. From the front and side, there is an elongated, fluid elegance to the form that’s really quite beguiling.

2010jaguarxj_abh000The cavernous upright grille in concert with the shoulder line that plunges down to form a more sharply defined corner than on the XF  further bolster the transition of Jaguar from a brand that majored in horizontal down-road graphics (forgettable S-Type notwithstanding) to a new sort of butch, low-set verticality that’s quite distinct from the XF. In a market segment that’s dominated by kidneys, cheese-graters and  gaping maws, Jaguar has clearly been working hard to establish a new and distinctive facial identity. The satisfying head-lamp graphic, first seen on the C-XF concept and sadly missed on the XF, finally sees the light of day here although is seems that the detail resolution of the lamp-cans and LED integration may leave a little bit to be desired.

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Seen in profile, there’s a pleasingly discreet muscularity to the surfaces that, once again, differentiate the car from the XF by way of having a touch more fluidity about them. The overly balanced nature of the fade of the shoulder line does give me some cause for concern however. In profile it’s not so noticeable but in any of the three-quarter views I’ve ssen (and remember, I’m only going off the press shots) the decision to break the shoulder so emphatically and equally on either side of the B-Pillar leaves the car looking a bit too static and heavy set. It would have been nice to see the break occurring a little further rearward with a touch more flounce through the rear haunch. To my mind, doing so would lighten things up a bit and reference both the XK a little more strongly and acknowledge the marque’s past XJ glories.

2010jaguarxj_abh007-1It’s also in profile that the most controversial element of the design comes in to play. To black-out the D-Pillar is an astoundingly bold move and, to be frank, one I’m struggling to see the stylistic benefit of. Lacking any visual relationship to other features seen in profile and butting up against the chromed DLO (therefore denying it the chance to appear as a continuation of the glasshouse from front to rear), it seems controversial for the sake of being so and a little bit cheap as a consequence. Every so often I see Range Rovers of various vintages with body coloured D-Pillars (and indeed pre-production Series 1 cars were so afflicted. In the Range Rover’s case the functional and stylistic benefits of the black-out were clear) and I’m now wondering how many XJ owners will go down the same path of having the pillar painted to match. It’s also interesting to note that in some of the rear 3/4 press shots, the blacked-out section is obfuscated by some none-too-artfully applied lens flare… second thoughts on behalf of the press department?

Jaguar-XJ_2010_1600x1200_w copysiderear

Having been a one-time owner of a Citroen CX, I never thought I’d see the day when another manufacturer would so whole-heatedly embrace the large fast-back saloon. Yet the XJ sees Jaguar strengthening it’s affinity for the body-style, having shocked me senseless with the similarly fast-backed XF. Playing up to the current vogue for coupe-esque 4-doors, there’s an elegance to the fall of the XJ’s roof line over the rear-seats into a bone-line that runs through the trunk lid. If only my eye didn’t have to do a double take every time it hit that damned D-Pillar!

Jaguar-XJ_2010_1600x1200_wallpaper_13The rear of the car, like the front, trades the horizontal, Aston-esque feel of the XF for a more formal vertical arrangement and, to be frank, none of the press shots seem to capture a particularly flattering view of it. The shallow, high-set appearance of the glass leads to a very deep trunk-lid and a deep, pouty bumper that all conspire to make the rear 3/4 heavy and  block-like. It’s an effect not dissimilar to the similarly heavy-handed treatment that blighted the otherwise lovely XK8.

I can’t help thinking that the rear screen shouldn’t have been pulled further down, either through a larger aperture or by masking, as Citroen did with the CX and, more recently, Volkswagen with the Passat CC, to reduce the height of the body section. Indeed, pulling the base of the rear screen lower would also allow it to key with the waist line and enable a somewhat more satisfying resolution of the D-Pillar to boot. The inward flow of the tall rear lamps also make the whole composition feel a little bit narrow from some angles.

2010jaguarxj_abh022

Jaguar-XJ_2010_1600x1200_wint copyThe interior is yet another handsome departure from Jaguars past and there are some truly lovely details to be found. Favourite of these would have to be the wood or carbon fibre waist rail that encircles the cockpit, a conscious nod to sports cruiser boats like the Riva says chief designer Ian Callum. Indeed the whole leather-trimmed IP structure is a refreshing repost to the dull, high-hooded monoliths we’ve seen in recent years from BMW and Mercedes with the cowled centre vents and jewel-like clock looking particularly rakish.

Jaguar-XJ_2010_1600x1200_wdial copyOn the technology front it’s noteworthy that Jaguar has joined with Land Rover in being the first to market with a completely TFT-based instrument display allowing for customisation and on-the-fly re-configurability. Given the inherent flexibility of the system, it would be nice to see Jaguar offering customers a choice of dial face as the one depicted in the press shots seems just a little heavy-handed and overly analogue in style for the underlying technology.

Jaguar-XJ_2010_1600x1200_w copybleurghGiven that so much of the story of a car’s interior is told through the details, I’m reluctant to go further until I actually sit in the car and can have a good feel, but I will say this: i thought the neon blue ambient lighting in the XF was a little below a Jaguar’s station in life. Here it seems inappropriately cheap and overly cold, especially against the warmer trim choices available. Neon blue against tobacco tan? No thanks.

On an environmental note, I was astonished to learn that the aluminium (50% of which is post-recycled) XJ weighs slightly less than the XF and anywhere up to an amazing 220 Kg less that the German competition. Combined with Jag’s phenomenal diesels, never mind the green-washing hybrid, we should expect a combination of performance and parsimoniousness never before seen in this segment of the market. The green argument is also helped by the car being 85% recyclable come the end of it’s (hopefully) long life.

The proof of a new car is always in the metal and it may be some time before I can get my hands -and eyes- on the real thing, but on the whole my first impression is a positive one. The XJ can’t fail to cut a distinctive swathe through the throngs of 3-box luxury saloons -more awkward design elements aside- and the interior marks a refreshing change both from the cloyingly retro feel of the previous car and the considered averageness of it’s competitors. As with Jags past, it may well be the detailing that lets it down but on first impressions the new XJ is well placed to steal the thunder of the luxury saloon market as the first green shoots of financial recovery begin to appear.

Brand Capital and How Not to Spend It

Picture 4

Over the last decade I’ve noticed an increasing number of brands willing to cash in on their previously unimpeachable images in the chase for bigger margins.

Sloppy strategies and even sloppier products have dealt manifold blows to companies like Mercedes-Benz (1st gen. A-Class, R-Class and Maybach), Porsche (Cayenne) and BMW (X6, X5 & 6Ms and 5 Series GT). For now, these brands can manage it. Decades of superb, focussed products have established strong brand perceptions that will take a few cheap hits (although I’d argue that Mercedes is really starting to try the patience of even the mainstream car nut with products like the new E-Class).

There are other brands, however, that can’t afford to play so loose and free with their brand capital and Aston Martin is a prime example. Read the rest of this entry »

About DownSideUp Design

I'm Drew Smith and I'm a freelance design strategist and journalist for the automotive industry. DownsideUpDesign is a place for me to collect stuff that I like, often love and sometimes hate for safe keeping. Get in touch at downsideupdesigner (at) me (dot) com or tweet me (@drewpasmith) to rant, contribute or collaborate!

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© Andrew Philip Artois Smith and DownsideUpDesign, 2009. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited. Excerpts and links may be used, provided that full and clear credit is given to Andrew/Drew Smith and DownsideUpDesign with appropriate and specific direction to the original content.