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