A Road to Nowhere?

Does Car Design Have a Future?

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Car design is usually late to the party. This isn’t because designers aren’t up to it – consider the bold output of the Bauhaus in the 1920s and 30s, when run by Walter Gropius, then consider his rather conventional design for an Adler car of the same period. It wasn’t until the late 1990s that critics felt that a car, an Audi, deserved the Bauhaus soubriquet.

Compare ’50s modernist and brutalist buildings with the florid vehicles produced then. Cars did vaguely get round to embracing minimalism, but by then it was the 70s, and architecture had started fiddling with post-modernism. It was only relatively recently that vehicle design started catching on to that, first in a lukewarm way with retro, then by introducing jokey references such as the half-height Citroen DS3 B-pillar, which seemed to support nothing, and the bug eyed lights and grinning grilles of various recent offerings.

Why this conservatism? Well, producing items with a relatively long gestation period and a relatively long production life, designers are understandably anxious not to Continue reading “A Road to Nowhere?”

A Niche Too Far?

Sometimes it pays to be brave, sometimes it doesn’t. Better luck next time, Renault.

Initiale-ParísBy the final decade of the 20th century, motor manufacturers, having established that engineering integrity would only take them so far in the quest for market leadership, began to realise that the answer to their prayers lay within the spreadsheets and focus groups of the product planning departments. In a mature market, largely populated by feckless new money garnered from illusory internet start-ups and awash with cheap credit, the differentiator between the automotive carnivores and their prey would be defined by one word: Segmentation. Entire departments sprang up in such demographically significant hotspots as Miami, London and Southern California, all tasked with seeking that elusive niche that would give the parent company a jump on their rivals.

Continue reading “A Niche Too Far?”