Autoweek Design Forum at the Detroit Auto Show

[MotownMadman]

This is an annual event by invitation only ($275 entry cost) for an all day event featuring the World's most essential Designers to discuss Design as Art and it's direction. This years topic was:

"ICONIC DESIGN"

Through this post I hope to take my observations and provide the most insightful feedback I can. This will be very, very long, but tremendously meaningful for those who are interested in the future of Automotive Design.

Their were several distinguished speakers:

Stephen Murkett, Design Manager, Porsche AG

Peter Horbury, Executive Director of Design, North America, Ford

John Lasseter, Director, Cars, the movie), Pixar Animation Studios

Giorgetto Giugiaro, President and Chairman, Italdesign Giugiaro S.p.A

I will post each speaker's presentations one at a time.

[MotownMadman]

Stephen Murkett, Design Manager, Porsche AG:

Stephen spoke about the Porsche 911, a true icon. Through its over 40 years of production, it has, amazingly stayed uniquely true to its roots.

"Iconic Design is design that is pure, simple and elegant. The basic forms that made up the original Porsche 356 of the 1950's are embodied in the 911 and remain the same: Rear engine layout, small back seats, 2+2 arrangement." He went on, "By continuously refining the design over so many generations, it has developed a sheen that is unparallelled in the automotive world."

"In the 1980's we introduced the Porsche 928 as a replacement, but the people spoke, and the 928 slowly faded away, despite being an excellent roadgoing GT Sportscar. We could not kill the 911, and the people wouldn't let it die."

"There is a great association that people make when they see a 911. They think, 'Sportscar!'. This remains true today." He went on.

Regarding the Porsche Cayenne, when I asked him from the audience if he thought it diluted the image of the mighty Porsche, he responded, (to my chagrin and amusement!),

"Well, we maintained a design DNA and the performance is exceptional for the segment. There are many, many million dollar homes with garages with a 911 in one spot, and a Cayenne in the other!"

How right he is. I always had a problem with the Cayenne, and want Porsche to remain a true "Sports Car maker" only, but the SUV market is so hot and profitable, I too must aquiesce...;(

[MotownMadman]

Here is the new Cayman, taking cues from the 911:

Rear View:

[MotownMadman]

Peter Horbury, Executive Director of Design, North America, Ford:

Peter was the highlight of the event. He is British and was assigned responsibility for Volvo Car Design. He is the Father of the "New Look" of Volvo with their masculine broad shoulders and rear haunches. He was surprisingly informal, being the only one without a tie. It was as if he stepped out of his studio, mid-line, and stopped designing for a fleeting moment to present present at the most important Automotive Design Conference on the Planet...Yes, he is that good.

Peter is a true student of design.

He described "ICONIC DESIGN" as a means to make life that much more rich. He spoke of how when he came to Volvo, they were not being true to their roots. In the 1980s Volvo was designing cars that were more "Japanese" than the Japanese themselves...Volvo sold extremely well in Japan.

He showed Scandanavian furniture and glassware that was true to its cultural heritage and how important that is for car design...And then he spoke of how he used these cultural artifacts for inspiration for the new direction of Volvo, resulting in massive success and accolades in the market.

Peter, being self effacing, without hesitation confessed that the last 8 years at Ford were spent trying to make American cars in the German Style;

Peter later stated, "As it turned out, the Germans happen to be better at making German cars than we are"

This was so meaningful to me, I was misty eyed in the most profound way.

I hung on to every word, seeing how this philosophy can be translated into what a Pakistani Car design would look like. What inspiration can we take from our heritage that will distill itself into rolling art forms? I am looking towards more of an Islamic well of inspiration myself, as that was the inspiration for Pakistan in the first place...The seed of our roots, if you will.

[MotownMadman]

Joel Piaskowski, Chief Designer, Hyundai Kia Design and Technical Center (California): (Sorry, I forgot his name in the original post, but he is very important):

Joel is a cool dude. He is one of those guys who really get it. He and his team at Hyundai are truly redefining the small car. According to Joel and the new Hyundai Kia design philosophy, the small car will not be merely an "econobox". People want fuel efficiency and space efficiency, but they want style too! The penultimate manifestation of this philosophy is presented below in the Hyundai HCD-9:

Here is the rear quarter view. Note the short overhangs, the huge wheels, the "Tall Car" trend that is sweeping the Auto Design World...

Note the "suicide" rear doors...Very VERY, VERY COOL!!

[MotownMadman]

Next was the Dinner Session. We got a real treat to kick it off with John Lasseter, Director, Cars, the movie, Pixar Animation Studios presenting secret advanced, never before viewed scenes of the new, soon to be hit Hollywood Blockbuster movie: "Cars".

John is a "Car Guy" in the truest sense of the word.

I was amazed at how much deep thought went into the planning for this movie. The story/plot is about an old 1950's Hudson and a modern Nascar. The cars are the characters themselves, in full animation with faces and mouths that speak...Think: Sharktales with wheels. lol!

Now the 1952 Hudson in the movie is special because it is the first car in the world with a "Unibody" construction, so it was WAY ahead of its time. Every other car of the time and for another 25 years was a "Body-on-Frame" design, not nearly as good.

So the story goes about how wisdom trumps impatience...a timeless lesson for us all. You know, the tortois and the hare.

If you have any love for automobiles, I highly recommend this movie, as it will tickle every part of your soul in the most heartfelt way.

[MotownMadman]

During the Dinner Session the Autoweek Lifetime Achievement award was presented to none other than the magnificent Carroll Shelby, the one and only father of the original Shelby Cobra...83 years old and still kickin' it...MASHA ALLAH!
Here is Mr. Shelby recieving the award from Kiethe Crain, Publisher of Autoweek:

[MotownMadman]

There was also an award by the Center for Creative Studies, one of the great Auto Design Schools in the World. It was called: "The Concept Car That Must Be Built" It was the Mazda KABURA, a very elegant concept as shown below:

Note the rear "half door" and how it SLIDES REARWARD. This is a small platform based on the Miata MX-5.

Intense compelling front end thet screams, "MOVE OVER!"

This was a very funny photo shoot. I must have tasken 30 shots of just this car, and I kept asking the very pretty model to kindly move so as not to block the shot of the car. I think I offended her, but, anything for PakWheels, man!
Beautiful Interior (he he;) Now get your eyes off the girl and check out the cross drilled rotors. Sexier, I think.
[img]http://assets.pakwheels.com/forums/2006/1/28/detroit_auto_show_1-13-06_charity_preview_109_4O9_PakWheels(com).jpg[/IMG
Last Shot of the Kabura:

[MotownMadman]

The shot that didn't just go through...
I had to persuade her...

[MotownMadman]

And now, my esteemed colleague, mentor and Design Aficianado Extrordinaire...Giorgetto Giugiaro, (and me):

He spoke in Italian with a lady translater with all of us in the audience having headphones. It was difficult to follow along, but him being Italian after all, Giorio posseses the gift of hand waving body language in the grandest style.

Giorgio spoke of defining your objectives for a given design and following your heart. He gave an example of a taxi design for Europe that was captivating, explaing how you need "all day" comfort for the driver to prevent fatigue, good visibility with large glass area on teh sides because mostly tourists use taxis, and easy entry and exit from the rear seats along with good storage and access to storage...fascinating!

[MotownMadman]

Giugiaro ended with a SHOCKER: The GG50:

This is a car he designed for himself based on tha Ferrari Scaglietti 612.

He said it was not about setting any trends, but a highly personal design statement...a one off sample for personal use. It cost about $2 million to do, but it really is a thing of beuaty to behold...simply breathtaking in the flesh.
The interior was opulent and the ultimate form of exclusivity: Only one exists!

The "GG50" moniker symbolizes Giorgetto Giugiaro 50 years of design.

[MotownMadman]

For contrast, here is an interior shot of the VERY TRENDY Hyundai HCD-9:

[MotownMadman]

Also as a sidebar, Fabrizio Giugiaro, Giorgetto's son, was present and I spoke to him about his latest baby, the Lamborghini Gallardo. He is on the far right in the blue suite:

And this is his baby: (The car, stupid!):

I hope this post has provided an inside glimpse to the world of Automotive Design in its highest form.

It took a lot to do this and I want to thank Hanif Bhai for his support, as I really enjoyed doing it as a love of labor. I want all PakWheels members to be as well informed as possible, and I have been blessed with an opportunity to share this rare look inside this very exciting industry.

Keep an eye out for my post on the rest of the show.

I know I am late to provide this, but it is about 30 hours of work to edit the almost one thousand pics I have of the show and select and edit the ones I find most interesting to you, this audience.

Sheryar Durrani

[nickatnite]

Very informative.Excellent post.This post is one of the reasons i don't regret coming upon "pakwheels' website.One learns ,reads and sees something new everyday.Car design is a fascinating subject.I see cars as rolling sculptures or works of art rather than as appliances or convbeyances.Thanks.

[MotownMadman]

Here is a better pic of the GG50, courtesy of datzburier..thanks, Zain!

[MotownMadman]

Thanks for making this a sticky, Hanif Bhai!

[HanifBhatti]

No Problemo:)
Levin told me to arrange Hotel for you, i will let you know by Monday INSHALLAH.

[levin]

libra. thks.

[HanifBhatti]

@levin..

[MotownMadman]

I LOVE YOU GUYS!!!