Our Insight List is designed to keep us on our toes and you in the loop, on a regular basis. Our
Quarterly Insights is sent to our clients and friends four times a year. Our Show Insights provide
in-depth reports from the major International Auto Shows.
New sporty is about ‘punch’ not ‘zoom’
For a century of car design, sports cars and sporty cars were defined by being lower and more dynamic than normal cars; even when parked up they seemed to be straining at the leash to zoom forwards with exterior forms apparently cleaved by air. But this idiom is fast waning; today a sporty car is a car that looks potent and ‘match fit’ like a rugby player, with a four-square stance, rippling muscles and an aggressive face ready to punch forwards on the high-way more so than to zoom up a mountain pass.
Car design should be less about the user and more about the usage
At the beginning of most new vehicle development programmes the Design team sit with the Programme Management team and go through the project brief. Within this will be some form of ‘target user(s)’ — the term used by most car companies to define the core profile of person that a car is designed to appeal to most. But in the future when most cars will be shared by many, not owned by an individual, having a ‘target user’ in the design brief makes less sense than having a ‘target usage’.