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nature of the dividing lines, in the
wheels and body proportions, etc.
For example, the strong horizontal
and balanced lines in the Skoda
versus the curved lines that create
a gliding motion around the wheel
in the Seat.
But above all that there's a special
tone. Even the Skoda (which is
fabulously designed, in my opinion),
with its calm and mild design, is
"dynamically designed." It has a
strong and dominant shoulder line,
a slender thickening above the
wheel well and a unique and strong
window line. How does the cliché
goes? “Make it look like it’s moving
even while standing still.”
While designing a product for the
automotive environment, do we
have to accept these rules and
premises? Does the navigation
screen we added to the car should
look like it’s “going 60 mph” even
while standing still? Not necessarily.
First of all we have to understand
the placement of our product in the
physical and the conscious space.
Are we talking about the interior or
the exterior? Is the product adapted
to a specific brand or is it supposed
to fit a wide range of companies? In
my opinion, the rule of the thumb
is that if the product is specifically
made for a certain car, it should
be loyal to the brand’s rules, the
genetic code and the values of car
design.
Now I want to talk about the car
interior as a test case. An interior
product can be essential (like
Awacs, Mobileye) or a by-product (a
screen or a camera). It can also be a
“stupid” product like a cup holder or
a child safety seat. In recent years,
the car interior has undergone big
changes. The many functions and
operation facilities make the car
very crowded, especially the driver’s
surroundings. It creates a basic
challenge to find enough space, but
it’s also a designing challenge. It’s
hard to fit a product for a crowded
space. It’s especially hard when you
have to design a product that will
cater to different manufacturers
and models. This difficulty leads
to a growing propensity to make
products designed specifically for a
certain model or manufacturer. It’s
a challenge and a logistical hurdle
cost-wise, but it’s crucial so the
clients and distributers will agree to
include these products in their cars.
Nowadays, professional drivers
(truck drivers or cabbies) expect a
well-designed product. Obviously
these products will be industrial and
tougher looking, but there is still an
expectation for a meticulous design.
Today the industrial products for
the car’s interior are less “dynamic”
or influenced by a specific
manufacturer’s design language.
Even such products will have to
assume more of the automotive
design rules and maybe even find a
way to adjust themselves to certain
models in order to overcome the
consumers’ objections to “messing
with their new truck’s design.” Even
if our dream won’t come true and
Alfa Romeo won’t open a studio in
Israel, the growing involvement of
the Israeli industry in the vehicle
and transport field is an opportunity
for design innovations. Local
manufacturers and developers
should embrace the principles and
meticulousness that characterize the
car industry as part of endeavoring
to involve Israel in the transport
revolution that’s coming our way.
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