developing a chinese identity in car design roberto piatti managing director stile bertone spa
TRANSCRIPT
DEVELOPING A CHINESE IDENTITY
IN CAR DESIGN
ROBERTO PIATTI
MANAGING DIRECTOR
STILE BERTONE SPA
12 YEARS SUPPORTING
INDEPENDENT GROWTH
OF CHINESE OEMS
ONLY IN THE LAST 2 YEARS
9 NEW CAR PROJECTS
FOR CHINA
MADE BY BERTONE
ACCELERATION OF LEARNING PROCESS
yesterday today
time
learning
process
PUSHING CHINESE OPPORTUNITIES
THANKS TO INNOVATION
IMPORTANCE OF PSYCHOLOGICAL APPROACH
TO DESIGN
FIRST APPROACH •NEED OF CERTAINTIES
•WISHING TO BE REASSURED
•NO RISK
•TRADITIONAL PRODUCTS
•WELLKNOWN BRANDS
•BEING LIKE THE OTHERS
•PERSONALITY
•INDEPENDENT ELABORATION OF AN IDEA OR PRODUCT
•LOVE OF DIFFERENTIATION
APPROACH TO
TESTIFYAN ACHIEVED STATUS
MATURE
APPROACH
KID
ACHIEVED STATUS
MATURE
APPROACH
KID
ACHIEVED STATUS
MATURE
APPROACH
KID
ACHIEVED STATUS
MATURE
APPROACH
CHINESE CUSTOMERS TODAY:
HIGHLY RECEPTIVE TO DESIGN
AND INNOVATION
WHERE IS THE CAR OF THE FUTURE
AFTER MORE THAN
100 YEARS OF HISTORY?
CONSERVATISM
AVOIDING ANY RISK
NO RISK IS PROBABLY THE BIGGEST RISK
NO NEW STYLING TREND
YESTERDAY
STRONG AESTHETIC PHILSOPHY
STRONG BRAND IDENTITY
GLOBAL COMPETITION
FEAR OF SPOILING A BALANCE
HOMOGENEITY OF PRODUCT
TODAY
“Life is not measured by the number of breaths we take,
but by the moments that take our breath away”
George Carlin
“Wisdom begins in wonder”
Socrates
THINK TO YOUR LAST MOTOR SHOW!
HOW MANY “WOW” MOMENTS DID YOU EXPERIENCE?
“ WOW” MOMENTS
ARE RELATED TO HAPPINESS…
WHEN EXPECTATIONS ARE VIOLATED IN A PLEASING
WAY…
THIS GENERATES HAPPINESS
HOW OFTEN ARE WE HAPPY
WHILE EXPERIENCING DESIGN?
HAPPIEST MOMENTS:
AGE 5
AGE 6
AGE 12
AGE 14
AGE 16
AGE 17
AGE 18
AGE 19
AGE 21
AGE 22
AGE 23
AGE 24
…
WITH GRANDFATHER WATCHING TRAINS AT THE RAILWAY STATION
COLORED BATH ROBE
DREAMING IN FRONT OF A 470 SAILING BOAT
FIRST ROMANTIC KISS
BIANCHI RACING BICYCLE
SEX WITH GIRLFRIEND
3RD PRIZE AT 200M SWIMMING RACE
DREAMING IN FRONT OF A CONCORDE
FIRST TRUE LOVE EXPERIENCE
WRITING FIRST ARTICLE FOR AUTO & DESIGN
BUYING FIRST CASTELLO PIPE
ENJOYING BMW GS80 MOTORCYCLE
HAPPIEST MOMENTSRELATED TO DESIGNEXPERIENCES:
WITH GRANDFATHER WATCHING TRAINS AT THE RAILWAY STATION
COLORED BATH ROBE
DREAMING IN FRONT OF A 470 SAILING BOAT
FIRST ROMANTIC KISS
BIANCHI RACING BICYCLE
SEX WITH GIRLFRIEND
3RD PRIZE AT 200M SWIMMING RACE
DREAMING IN FRONT OF A CONCORDE
FIRST TRUE LOVE EXPERIENCE
WRITING FIRST ARTICLE FOR AUTO & DESIGN
BUYING FIRST CASTELLO PIPE
ENJOYING BMW GS80 MOTORCYCLE
AGE 5
AGE 6
AGE 12
AGE 14
AGE 16
AGE 17
AGE 18
AGE 19
AGE 21
AGE 22
AGE 23
AGE 24
…
GREAT HAPPINESS:
GS80 + GIRLFRIEND + PIPE + SAILING
UP TO NOW: CARS STRONGLY RELATED TO THE
MYTH OF SPEED
WE NEED MORE:
- FLEXIBILITY
- COMMUNICATION
- FREEDOM
NEW TECHNOLOGIES
CAN BE DESIGN OPPORTUNITIES
GM HI-WIRE
LIVING AND COMMUNICATINGARE THE TWO MOST IMPORTANT ACTIVITIES IN
DAILY USE
WHILE DRIVING A CAR
SPEED TODAY IS NOT A PRIORITY
CAR BECOMES A LIVING SPACE
VERY SIMILAR TO THAT OF A HOME
HOME BECOMES A CAR
NICE “HOMELY SENSATIONS”
- SOFTNESS
- WARM COLORS
- NATURAL MATERIALS
- LIGHTING
- ENTERTAINMENT SYSTEMS
- SENSATION OF RELAXATION AND HARMONY
- TRUE COMFORT IS ABOUT MOVEMENT
FUTURE IS NOT ONLY RETHINKING BODY
ARCHITECTURES AND MECHANICAL LAYOUTS
FUTURE IS CARE FOR DETAIL
nani
CAN A LUXURY CAR FIND SUBSTITUTES TO LEATHER AND
WOOD?
CAN A SPORTS CAR FIND SUBSTITUTES TO CARBON FIBER
OR ALUMINIUM?
“ AUTHENTICITY”
IS THE NEW TREND IN CONSUMING
SPEED OF THE AUTOMOBILE
SPEED IN THE AUTOMOBILE
PHYSICAL SPEED
VERSUS
VIRTUAL SPEED
THE CAR OF THE FUTURE IS NOT
ONLY A MEANS OF TRANSPORT!
IT’S AN EXTENSION OF OUR
POSSIBILITIES, OF OUR LIMITED
HUMAN CAPACITIES
FORM IS EXTREMELY IMPORTANT
IN COMMUNICATING
NEW IDEAS AND CONCEPTS
DESIGN IS THE BIGGEST ADDED VALUE
TO CONTEMPORARY PRODUCTS
WELL BEING AVOIDS ISOLATION
I ILLNESS
WE WELLNESS
DOING RIGHT
DOING RIGHT THINGS
TARGET UP TO NOW:
COSTPERFORMANCESAESTHETICS
WE NEED TO ADD:
ECOLOGYJUSTICEFUN
HAPPINESS IS NOT TO BE PURSUED;
IT IS THERE ALREADY UNTIL WE DISTURB IT
CAR IS A COMPLEX PRODUCT
CAR IS THE MOST MEANINGFUL PRODUCT
CULTURE OF THE PROJECT
MAJOR TARGET GET THE KNOW HOW
DESIGN IS IMPORTANT
IN ITS WIDE MEANING
OF GLOBAL PROJECT