| Think 2004 and the first thing that
comes to mind is BMW's radical design strategy that rocked the auto world.
Chris Bangle became the most famous designer in recent motoring, liked
or loathed in equal parts. Thanks to him, though, design took centre stage
amongst critics who would have in the past brushed it off at mere "styling".
No longer can they feely snigger at the mere mention of designers, nor
shiver in disgust at the sight of design studios.
The 1 Series was one of the
main topics of conversation in 2004 |
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Mercedes-Benz aimed at
a younger audience with the CLS, although the conservatively
styled interior stuck to the old style heritage |
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This doesn't come as a surprise, nor is it in isolation with the world
today. Our sophisticated market economy has created a fast moving and
fickle consumer that knows nothing of brand loyalty. Trends come and go
faster than the products hit the market. To make a comparison, fashion
retail stores such as the mega successful Swedish H&M, make exact
copies of the season's haute couture designs, yet have them ready for
sale sometimes before the "real thin" hits the showroom. The
auto world too has had to make great modifications to keep up with our
fast moving economy.
China is a great example to highlight the 21st century market economy.
Only a few years ago the Volkswagen Group dominated the market with the
Passat and A6. Some carmakers sold -- and still sell -- their second rate,
old models in the vast land, thinking the Chinese are none the wiser.
How wrong they all are. China has speeded fast ahead in the past year.
The Chinese want the best products, the most expensive ones and most importantly
the newest goods. VAG is feeling the pressure as its car's have lost their
elitist value. Again this is where design can play a major role in winning
new markets.
But returning to car design what were the highlights of the year. BMW's
1 Series proved that everyone has the right to a taste -- or a teaser
-- of a premium brand. The Bavarian also showed us that luxury doesn't
have to mean boring, stale and old fashioned. Audi swiftly followed suite
with a clear-cut and strong design statement. Mercedes, on the other hand,
stuck to its guns believing that there is still a real market for the
more cautious, though admittedly still sexy, design language as seen on
the new SLK. It did, however, hint at a younger direction with the all-new
CLS production car, even though the conservative interior somehow gave
the game away.
The year gone was a little tough on Ford. It lost its number two global
slot to Toyota and in Europe the lack of confidence was immediately apparent.
First the Premium Automotive Group's style headquarters, Ingeni, set in
the heart of London's trendy Soho was forced to shut down, then Jaguar's
future began to look frail with the closure of Browns Lane and the distinct
lack of design direction with its few and far between new cars. On the
up side, though, Volvo continued to shed its past image creating fresh
and sculpted cars like the S40, Aston Martin carried on making desirable
motors as seen on the DB9. Ford itself, though, took a more conservative
turn by evolving the brave original Focus in to a more mainstream car.
Renault continued down the avant-garde road with the Fluence concept and
Modus production cars. Peugeot proved that it hadn't lost the style touch
with the visibly courageous 407 nose design that also hinted at new pedestrian
safety regulations. Sister company, Citroën, too carried on making
quirky-looking vehicles like the C2 and C4. Across the pond, General Motors
showed no insight with its brutal brand engineering tactics that most
crucially may see the end to Saab as a desirable brand.
The good news, though, is that car design has finally found new respect.
In this cut-and-throat market carmakers are on an ever-increasing competitive
battle to not just win customers, but hold on to old ones. There is no
one remedy. Adventurous design with increased purchase choice is one solution,
think BMW. Or look at Toyota and the way it has been rethinking its chameleon-like
strategy by injecting a homemade brand identity into future design, especially
with Lexus. Others are finding their own solutions, but the truth is that
everyone is fighting in the same battlefield and it will be fascinating
to see the outcome in the year ahead.
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