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Editorial

A MESSAGE FROM GIANCARLO PERINI, PUBLISHER.

Car designers around the world, please help us to raise this baby. Make it yours.

Yes, you can!

Through the past five years I have been running a blog dedicated to car design with an experimental approach. I was eager to establish a bridge with the design community and to gain experience on the web.

Now, time has come for a new project with broader goals, focuses and reach.

The goal is to establish a very lively «Café littéraire» where professional designers, design educators and students, car and design enthusiasts meet, show their ideas, discuss design matters and trends, contribute with their own reports and stories to the development of a modern design culture, with past experiences and inputs from different cultures.

Please subscribe to our " Newsletter" to keep up with the progress Automotive Design Club International.

And, please, invite all your friends to join us, here and now.

Work is in progress. Be part of it!
Link to comments and suggestions.

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Villa-dEste-concorso-deleganza-2014--34SO WHAT'S IN A NAME...

As a vegetarian, I was more than a little concerned some years back when a (short lived) trend seemed to be emerging with regard to "crossing" one species of fruit with another and giving it some new fictional (marketing) name. Whilst unaware of it at the time, this was perhaps one of the first deployments of a "niche" segment strategy, where the gullible shopper would buy a kilo of this and a kilo of that as well as a kilo of thas if not thit...

This can, of course, all back fire with the less gullible family provider buying only thit if not thas. But the seed of thought had been sewn, if not thrown before swine, for it got me thinking about the progressive detachment that seems to have crept into the "science" of product branding, not only in the recent scandals surrounding meat product content and description (as I said, I am vegetarian, so don't come cry on my shoulder), but in the automotive world of tight suited marketing savvy and the still all important badge identity stakes.

As any marketing man (what do they do actually?) worth his salt (also not good for you) will tell you, history and provenance, not to mention packaging, be it a truffle or a Testa Rossa, are the main contenders in the "how many where for how much" equation, whereby the one ingredient that cannot be whisked (or spun) is history, because it is what it was.

  • Bananas
  • Bananas
    Bananas

    So consider this. When is a plumb not a plumb, but a banana, or a tomato a pomato rather than totato if content and context (in the sense of consumer credibility) are not thrown out of the window? When does a product wonder so far off its hereditary track (DNA?) that it can no longer be recognised as the legitimate (natural) descendent of former generations?

    The automotive world in particular is dotted, if not besotted, with examples of over levered "wishful thinking" in the interest of "stretching" the brand if not the imagination. Bearing in mind that this discourse started at the fruit stall, the whole conundrum gets doubley complicated when one attempts not only to resurrect a deceased brand (acca Maybach by Mercedes-Benz), but transform a singular product from a mere model into a brand (as has been the case with MINI by BMW).

  • MINI-Cooper-2013-Next-Generation-028
  • MINI-Cooper-2013-Next-Generation-028
    MINI-Cooper-2013-Next-Generation-028

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