The World of Automotive Design – What is it and why does it matter so much?
Introduction
I am writing this as a Senior Interior Designer in the automotive industry approaching 15 years experience working for one of the most luxurious automotive brands in the world. My perspective is born of the desire to create the ultimate expression of a brand in all aspects of a vehicles design and successfully relate this to a highly functional and enriching user experience.
Automotive design is a specialist field, necessitating innovation in concept and sophistication in execution. It requires a large and varied team of specialists with a wealth of knowledge and experience, from concept engineers who develop platforms and vehicle architectures, ergonomists that ensure ultimate functionality around human interaction, to creative designers that specialise in exterior body design working with interior designers who consider design around functional and user requirements.
Automotive design is complex, striving to satisfy a specific brief and integrating a vast amount of systems to enable a great performing car – and it is often the ideal compromise in balancing the many elements that create the whole, the idea being there is a clear and coherent rationale for why the car exists and why it’s executed through its aesthetic and materials.
There are many compromises that have to be struck; between adding technological features and the impact of increased weight on a vehicle’s performance; creating usable interior space whilst minimising the vehicle’s footprint on the road; creating a balance between usability, aesthetic appeal and comfort … and these are just the basics. Consideration must also be given to the cost of components, establishing what is a shared or new component or even a possible combination of both – for example a switch with the same connector and PCB but with a new button surface or finish to add value or differentiation. Quality, material choice, feature content and production cost are heavily influenced by the target price of the vehicle.
This simple principle enables high-end manufacturers to invest in higher quality authentic components, whereas budget brands can only afford to offer less desirable plastic components. Every brand must find the right balance from the fundamental concept down to every last detail of the vehicle manufacture in order to ensure a vehicle is executed right, performs well and is profitable.
The design of a vehicle is the manifestation of the mission statement in which consumers identify and invest. It’s the embodiment of a dream, a vision, a character, and an ambition that motivates the customer to make the decision to purchase and interact with the vehicle on a daily basis.
Whether a design is successful in achieving this is subjective, as often said beauty is in the eye of the beholder, however a balance must be met to appeal to the mass market or precisely satisfy a specific target user case. Inclusive or exclusive, either way there are good and bad examples of design for all to see.
The fundamentals - vehicle packaging and concept
The process of design begins with defining a vehicle concept and establishing on what platform this vehicle will be based. The platform itself may be shared, modified or entirely bespoke for the vehicle depending on what is feasible from an investment point of view and what delivers the correct vehicle architecture and drivetrain/powertrain options.
Modular platforms are becoming increasingly attractive as a solution to automotive manufacturers for offering maximum flexibility in terms of the range of different vehicles that can be enabled, as well as reducing ultimate investment to achieve this. To a great extent the platform defines a vehicle’s drivetrain and transmission, and the wheelbase (the length between front and rear axles), which in turn heavily influences the seating positions of the occupants.
A concept package defines the positions of the occupants, illustrating the adjustments required to optimize driving and passenger positions from a 5th percentile female to a 95th percentile male. From this principle, vehicle proportions emerge to be assessed, and proof-of-concept volume models are often created to better visualise the mass concept.
Many vehicle developments will stall at this phase whilst strategic decisions are made by manufacturers whether or not to invest further in it. From this point, design and development can get mighty expensive and the vehicle will have to be successful in the ultra-competitive market place. It is not unheard of for basic volume models to undergo a clinic with potential customers to gauge interest through approval or objection to a concept.
Exterior proportions and surfacing - the real design work
Once the vehicle platform is defined, to a large extent so are the proportions. Designers will aim to emphasise a car’s proportions through surface treatment and graphic elements, such as to highlight the performance of a sports car or stretch the elegance of a luxury sedan. Feature lines are used to define the volume and give an identity to the vehicle. Car body surfaces are designed to enhance volumes and emphasise the vehicles stance on the road, such as the muscular rear haunch of a performance car as an expression of power through the rear wheels.
This is where the term design language ideally surmises the role of designers in considering the vehicle's primary purpose, alongside the DNA and identity of a brand in the execution of the vehicle’s design. This aesthetic language of brands are constantly revolutionized and frequently reinvented within automotive design, influenced by growing trends and utilising new innovations and manufacturing technologies alongside the requirement for legal compliance. The target is a moving one – and a vehicle concept and design must strive to be ahead of its time, often by forecasting trends to ensure its relevance remains when it comes to market.
Alongside this, a vehicle’s exterior design is constantly evaluated against engineering hard points (often associated with maintaining structural requirements and crash loads) and aerodynamics through CFD testing. Other technical drivers that significantly influence design execution include cooling requirements for both traditional combustion engines and cooling of electric batteries, as well as brakes and other systems.
Exterior Identity and detailing – the face of the brand
The front and rear end of the vehicle (in particular the headlights and taillights) are strong brand indicators and used as an expression for the brand identity or individual identity of the vehicle. These elements often include intricate detailing to enhance these features and add value to the brand experience. The grille / inlet profile and detailing are often used to further support the brand identity, from the upright and majestic world of Bentley and Rolls Royce to the pointed aerodynamic statements of Ferrari and Lamborghini.
These aesthetics are born from functionality based on the preferred powertrain layout of each brand, however often evolve to become iconic elements that establish and differentiate brand identities. It is often these elements that create a brand statement, rather than the badge itself.
Interior Design – Form and Function in harmony … or not!
Successful automotive interior design involves taking an unfathomable multitude of functions and components and intelligently executing these to reduce the ‘visual noise’, rationalising the primary functions and harmonising the main elements in the cabin space. A performance interior may bring focus to the driver controls and reduce the content elsewhere to avoid unnecessary distraction. A luxury interior may celebrate tactile components and features whilst maximising the elegance and tranquillity of the space. Practical elements such as infotainment, storage, air-vents, ports for connectivity as well as the legal hard-points for crash and certification form restrictions around which designers must navigate, and in doing so design harmony must be maintained.
Designers put emphasis on a ‘design theme’ in order for the architecture of the interior to dominate and communicate the concept for the interior space with supportive details and functional components enhancing the usability of the cabin. The application of materials can further support the architecture and functionality of the interior space, giving consideration to optimised comfort and performance. A specialised team of colour & trim designers support interior designers in developing these materials and selecting their application based on their aesthetic and functional properties.
User experience in vehicles
User experience or ‘UX’ is arguably the biggest evolving area of automotive design and innovation with an ever-increasing appetite to keep up with relevant developments in consumable technology. This is a world that looks beyond ‘infotainment’ systems and now explores realms of personalisation and customisation to offer unique experiences for individuals whilst travelling in vehicles. The challenge for brands is to ensure this experience fits the brand’s ethos – for example, is it playful or serious in presentation and interaction – and what is the feedback for the user?
High-resolution digital displays and head-up displays are commonplace even in budget vehicles forming effective software-driven logic allowing design flexibility and updates. This is the new world away from analogue gauges and dials, however, much like we are drawn to traditional analogue watches, consumers now seem to appreciate the value and tactile quality of the analogue interface when given the choice - often based on its relevance and fit for purpose execution.
What next?... the challenging future of automotive design
Automotive design finds itself at the forefront of a fundamental shift in technology, environmental awareness and social change, all contributing to potentially the most significant period in automotive design since the conception of the internal combustion engine itself.
Change is necessitated by growing pressures to reduce the impact of the motor vehicle on the planet, both in its manufacture and during its lifespan. Manufacturers have made great technological strides in terms of the efficiency and reduced emissions of the internal combustion engines with active cylinder shutdown and turbo systems to improve fuel economy and performance, and improved catalytic converters and exhaust technologies to reduce harmful emissions and CO2 output.
However, manufacturers are increasingly switching from traditional internal combustion engines (ICE) to plug-in hybrid electric vehicles (PHEVs) or battery electric vehicles (BEVs) to achieve dramatically reduced or zero emissions. This brings fundamental changes to the platforms and technology that drive the vehicle, as well impacting the overall architecture and aesthetic design language that it inspires. This in turn enables certain freedoms not previously seen in vehicles with traditional combustion engines such as hub driven wheels, drive by wire technology and electronic braking. Moreover, energy recovery systems create more space-efficient solutions to traditional mechanical methods.
Other significant technological developments such as artificial intelligence (AI) and automation are set to significantly change how we travel and interact with vehicles, as well as changing the dynamic between a vehicle and its operational environment. Designers and brands need to adapt quickly and invest in developing the right innovations that satisfy the demands of an increasingly complex world and its people … something we will be exploring in more detail in future articles.