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Musings of an Aussie design strategist, trend analyst and journalist

Citroen turns 90 with nary a Xantia or Xsara in sight (thank god)

I thought I’d get back into the swing of things with something light weight but nonetheless enjoyable.

The ad above, found via Autoblog, is a celebration of the chevroned one’s first 90 years, a small portion of which I’ve taken great delight (and sometimes enormous despair) in sharing. My great aunt had a metallic sky blue DS that enchanted me as a small child while, in a moment of temporary insanity, I purchased a CX2400 Pallas for AU$1. You can perhaps imagine how that story ended…

Hitting it’s stride with the mass-production of front-wheel drive in the 15, Citroen went on to produce some of the most  sensual, seductive (and sometimes ruinous) cars in the form of the DS, CX, XM, C6 and, long may she reign, the seminal SM.

Beyond these hydropneumatically suspended beasts, Citroen also produced some cracking small cars. Think of the iconic 2CV, the plastic-bodied Mehari or the slightly unhinged AX Gti (an example of which nearly prematurely ended my life thanks to the ease with which the car’s 100 Bhp could get it airborn…) and you’ll know what I mean.

That’s not to say there haven’t been some woeful missteps in the company’s storied history.

They’ve produce some of the most challengingly styled cars this side of the Pontiac Aztek (Ami 6, I’m looking at you) and the whole of 90′s and the first few years of the 00′s were, XM aside, unbelievably glum times for Cit lovers. It seemed as though Peugeot, the controlling partner in the PSA conglomerate, wanted to kill off all the remaining fans with sheer boredom while destroying what market credibility they had left with 0% finance deals and discounts that basically wrote brick-off-a-cliff depreciation into the contract of sale.

I owned a car from this era, a Xantia 2.1 TD, whose sole redeeming feature was it’s ability to do one lap of the Nürburgring without expiring. Even the pleasures of the hydropneumatics were subsumed by Peugeot’s efforts to make the car more “Germanic” (read annoyingly stiff and jittery). And don’t even get me started on the wet fart that was the Xsara.

Happily all of this is overlooked in this joyous advertisement. What we get instead is a veritable orgy of what makes Citroen great: floaty suspension, turning headlamps, cyclops eye instruments out of the CX and a feisty woman going nuts on a beach in an SM, all with Eartha Kitt growling in the background. The LHM lover in me really couldn’t ask for anything more.

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]

BMW Project-i for Isetta

Way back in March I wrote a piece discussing BMW’s Project-i. In it (you can read it here), I roused on BMW for taking such a high-minded approach in describing the project.

I also suggested that if they wanted to provide new forms of popular (as in “for the people”) urban transport, the wonderful Isetta brand was ripe for the picking, leaving the precious BMW unimpeached.

Lo and behold, BMW CEO Norbert Reithofer has just announced that the vehicular outcomes of Project-i will be marketed under a sub-brand called… well, we still don’t know for sure yet. But take a look at the wonderfully feel-good, BMW-produced video above and there’s no prize for guessing what it will be.

Thanks to @bjkraal for the RT from @tmrnews: http://bit.ly/dIQxJ

Antonella gains a voice, brain, pulse and a… well, becomes a boy

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There’s a risk that I may depart on some vainglorious romp here, but I figure a little self-indulgence is warranted given that DownsideUpDesign has just kicked over the 10,000 visitor mark.

While I was out in Broken Hill, I had to good fortune to catch up with Mark Charmer at the Movement Design Bureau and, even more fortuitously, Rob Hunter and Amy Johannigman, whose work I had the pleasure of reading as part of the Sue Cischke project back in May.

We ended up having a mind expanding conversation (they come along with pleasing regularity when in Mark’s company), discussing the potential for a highly personal style of social media to help generate really meaningful dialogue around design and sustainability.

It’s dialogue that companies like Ford need to be having yet can’t seem to get started. I have a sneaking suspicion, as do Mark, Amy, Rob and many others, that their reliance on mute personae like Antonella has something to do with it…

While I’ll let Mark and Amy fill you in on the details, I’m honoured by the profile they’ve put together and the concept Mark discusses is something that resonates with me on so many levels. It speaks of a bright future for not only  this DownsideUpDesigner and the others out there like me, but also a more open, responsive and sustainable future for the automotive industry, which I seem to have been destined to be a part of for a while now.

If you’ve got this far, then your the kind of reader I love to have. It’s even better if you leave your thoughts below because without the dialogue we share, DownsideUp is just another tree falling in the woods.

Thanks so much for being a part of the first 10,000. I’m looking forward to many, many more.

[Image: Juliana O'Dean-Smith. "Glamorgan", Manilla, North-Western N.S.W, longer ago than I care to remember]

Updated: Dirty Slickness: Make Her Say with Kanye, Common and Kid Cudi

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Time for some gratuitous (and somewhat NSFW) video content.

I’ve been bobbing my head to this mighty fine take on Lady Gaga’s Poker Face for a while now, but I’ve only just come across the beautiful, cinematically slick film clip thanks to NewWork. It’s almost Felliniesque (massive call, I know) in that you could grab most frames and they’d be beautiful images in their own right.

Totally made my morning. Now, if only somebody could tell me what the the lovely turbine-lamped cabriolet is, my day will be complete. Over to you, fellow carspotters…

[Update: The killjoys at YoutTube won't let me embed the video, so click on through to watch it there]

[Update 2: Thanks to @michaelbanovsky (you can read his excellent auto writing here), we've now solved the mystery of the sweet blue cab. It's a Dodge Dart GT, a '64 by the looks of the grille. I can sleep easy now!]

[Update 3: Thanks to the industrious @bjkraal who actually emailed some mates in the States (pow!) and then found a lovely brown Dart on the BrownCar blog. I'll take one brown and one blue please...]

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

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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?

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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.

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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.

Monocle: An object lesson in redemption.

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You may recall a recent post in which I mouthed off about my disappointing experience at the Monocle shop in London.

The day after I published the post, and much to my surprise and delight, I had received responses not only from Alain de Botton -the author of the book I was so keen to purchase- but also Sophie Fletcher, the manager of the London store.

Graciously offering her sincerest apologies, Sophie went on to explain that there had been higher than expected demand for Alain’s book at the launch party and that, unfortunately, one had not been keep aside for me as requested.

Acknowledging that no excuse was justified in the circumstances, she offered to send me a small token to assuage my ennui.

True to her word, I arrived at the family home in the leafy climes of Sydney to find a Monocle-stickered box with my name on it. Inside lay a lovely hand-written card from Sophie, a Monocle tote and a cloth-bound Monocle Moleskin-a-like.

That my experience was so unfortunate in the first place was…er…unfortunate. Yet from the moment I raised my concerns both on DownsideUp and in private, Sophie set about fixing things with a level of grace and expediency all too uncommon in the retail sector.

Sophie said in her note that she hoped she could change my opinion of the Monocle retail experience in the future. Although full redemption would require another, altogether more successful visit to the store, with the simple gesture of a personal note and two beautifully presented gifts, Sophie (and by association, Monocle) is well on her way.

And for that, I can simply say thank you.

[Picture: Shiner.Clay/Flikr licensed under Creative Commons]

Ferrari 599? Not so much. Ferrari 599 in matt black? YES!

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Having enjoyed a lovely lunch with the even more lovely Lady Nogrady in Marylebone, we set off to find a place for a coffee.

Low and behold, parked with impunity in the Baker Street bus lane, was this wonderfully sinister Ferrari 599.

Normally not much a fan of the new Fazzas (has there been a truly poetic stallion since the F355 or 456?), this machine drew me in like a moth to the matt black flame. No mere wrapping job, this appeared to be a full re-spray. It was also fitted with a (relatively) subtle carbon fiber body kit for good measure.

Seems the traffic cops were similarly attracted, judging by the growing pile of parking tickets under the wiper.

Awesome(ly) Small Target Market Alert: Japanese Rockers

Take a look at this film clip and tell me that a design project based around these guys wouldn’t be absurd fun.

They’re a little bit macho, a little bit fem, a little bit psycho and yet oddly controlled. Overlay this on Japanese car culture and I have a feeling that there’s creative space for some suitably bonkers vehicles.

Frank Llego Wright: Hell yes!

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The first architect I fell in love with as a kid was Frank Lloyd Wright, shortly followed by his Australian-based understudy, the remarkable Walter Burley Griffin.

Growing up in the leafy, undulating suburbs of Sydney, where houses often perch on steep slopes or wrap themselves around sandstone outcrops, I had an instant affinity for houses like the seminal Falling Water and the Ennis-Brown house. Such was my love that I even designed and produced, in my final year of high-school, an FLW/WBG inspired garden lamp (the only – heavily cropped – pic I could find).

So imagine my surprise and delight at discovering that Lego, in collaboration with the Frank Lloyd Wright Foundation and Brickstructures, Inc. to produce Lego sets of Falling Water and the Solomon R. Guggenheim Museum!

If anybody’s wondering, I have a birthday next week…

[Found via PSFK]

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.