Re: car design, we don’t notice it when we drive one, then park it and leave it. Cars are the most ubiquitous and overlooked form of design in our lives. Personally, i don’t differentiate between a well done Porsche, plate or Picasso. However, much of contemporary car design reminds me of mainstream Hollywood films: produced for the lowest common denominator, and in the process, vastly underestimating the capacity of the public to appreciate good industrial design (and film!).
For example, why does the Prius look like the equivalent of cod liver oil or an orthopedic shoe—its as if it was created to be like a dose of medicine; shut your eyes, open your mouth, this is good for you. Not to mention the G-Whiz, which looks like a stubby toe. Surely, good design doesn’t cost prohibitively more than bad design, and even if there was a slight premium, I think people would gladly step up.
at how spectacularly well the classic car market has preformed in the face of the world’s worst recession, this phenomenon is almost certainly a reaction to the homogenized design of most contemporary vehicles. Some of which can be said to reflect regulatory control but probably more so a lack of imagination and determination on the part of the auto industry.One possible model going forward (sorry for pun) is that based on the movement of Design Art, a term coined by Phillips auction house to delineate furniture and design objects produced in limited editions. Although after much speculation in the market that saw a chaise lounge by Marc Newson (who also did an unproduced car for Ford) go for over $1.5m, the segment is settling in and here for the long run.
I don’t believe Design Art was sheer marketing folly to create exclusive things for exclusive people but rather a way to encourage experimentation in processes and materials for objects otherwise too labor intensive to go into mass production. Besides, the fact is that high-end furniture cost the same, or very close to, limited edition designs, so why not enjoy the possible upside of such an investment?
In 2006 I commissioned the London based Iraqi Pritzker prize winning architect of the upcoming Olympic swimming stadium, Zaha Hadid, to design a concept car based on her notion of (near) future transport. Its not as far fetched as it seems as in the past she has designed the BMW factory, and a parking lot in France—so why not focus on what gets made in the factory and parked in the lot? Though I never got as far as production, they say the car business is an effective way to make a lot of money into a little, I am certain I would be able to sell and sell well, a limited edition car to design and architecture enthusiasts. This is a nimble way to go forward to launch progressively designed cars for a niche market, possibly skinning an existing platform like Gordon Murray’s T25 concept.
Since the Z Car, I have commissioned engineer Cecil Balmond, architects Diller & Scofidio and a handful of artists, architects and industrial designers to do concept cars for a book and traveling museum exhibit. More than anything, I’d like to see one or more on the road! For years BMW has successfully commissioned art cars as a marketing scheme; but it’s beyond me why they wouldn’t have put all or some into production rather than shooting for brief spurts of publicity like the recently announced collaboration with Jeff Koons. And only today, after I posted a picture on Facebook of a Lancia I custom painted, someone commented: “So when will we see a Banksy car?” If only I could afford one!
PS
Incredibly, barely a week goes by without the announcement of a new car company—many with green credentials, hopeful to make the world a cleaner, more efficient place; but just as many are for extreme vehicles with no rhyme or reason in today’s ecologically minded landscape. With markets expanding exponentially in China, India, Russia and the Middle East there are probably more opportunities for expansion in the realm of car manufacturing and design than at any point in history since the industrial revolution. With such flux, paradigm shifting models like the Nano,Tesla and Gordon Murray’s T25 are sure to arise with greater frequency including degrees of personal customization unimaginable today.
Kenny Schachter