Design is influenced by technology and technology can get wings through well designed applications. Design is shape, looks and functionality and more. Creativity of designers can find new combinations between technologies and functions. Design can help to communicate the essence of a product to the customer. Designers can provide useful input to the company product strategy and brand profiling.

There is a synergy to be explored between automotive design and technology. This is what the field ATC Design & Technology programme wants to do.  More specifically in the Dutch context the goal and target groups of the ATC D&T programme are as follows:

Goals

1. Focus upcoming new design talent on the automotive industry
2. Make more use of design creativity in product development
3. Use Design to create interest and awareness for the Dutch automotive industry
4. Combine the strength of two Dutch high potential sectors: the automotive and creative industry

Target groups

1. Design students, Design universities and schools
2. Dutch automotive supply industry
3. General public
4. Government

This way ATC developed a range of activities that are used to build consecutive yearly programmes.

- Design projects with design students and industry.
- The Design On Wheels show; a show focusing on concept cars and new automotive design. The show takes place at the Dutch Design Week with 120.000 visitors this year.
- The Dutch Design Gallery; a collection of posters of more then 30 Dutch Automotive Designers and their work
- Design seminars with international speakers
- Yearly design editions of the ATC magazine Promotive
- Design Pressure Cooker

New for 2009 is the ATC Design Cluster; a network of automotive design professionals that a.o. acts as a reference group to support the further development of the D&T  programme. For 2010 we want to extend the programme with Design Master Classes by international working Dutch designers for students and ATC partners.

The 2010 Design & Technology programme is sponsored by the Province of Noord Brabant and focuses on Electric Vehicle Design. The kick off was at the Dutch Design Week in October this year and the programme will run until the Dutch Design Week in October 2010 with the Design On Wheels show. 

In automotive design & technology change is the only constant factor. A selection of trends and developments that are relevant to the Dutch automotive Sector is listed below.

Design by suppliers
Automotive Design is traditionally associated with OEM’s. They build and design the cars. However design becomes more and more a area of interest. But as automotive R&D is now largely shifted to the supply industry also Design becomes a chance and challenge for automotive suppliers. R&D and design are both about new product concepts and are inherently connected, even for product lines where it is least expected. In The Netherlands Vredestein, that is bound to produce pure circular product shapes, has been very successful in using design to lift the appeal of their total product line-up, boost their brand image and increase their market share. In the international scene Johnson Controls has developed a full fledged design and product strategy competence to advise their customers on future products. Johnson Controls is a Tier 1 but also  base material suppliers as Sabic, DSM and Corus are very active in this field.

Design is a serious matter for all companies, large and small, that want to professionally shape up their product line. A well designed product is a sign of quality, even if the product finds a non visible application in the car. Also such products need to be presented to the customer. 

Creativity allover
Design is more then shape. Design can empower technology developments. Technology and Design are both about creativity but in different ways. Design is a prime tool to enhance user orientation of technological developments and add functional value to products. Design is also another way of looking at things. Cooperation between engineers and designers can spark ideas for new implementations of technology. Design expertise can be used to improve user interaction (HMI) and especially add value finding ways to help the driver in handling all information presented by infotainment and ADAS systems.

Individualization
Customers expect even mass produced products to be customized to their individual needs. This is a call for new design concepts and a stimulus for the trend of niche vehicle development and cross-overs that characterizes the market segmentation in the automotive industry. New technologies support design. Intelligent manufacturing and logistics makes it possible to economically create a range of product derivatives at smaller series each. It is a matter of visual differentiation based on a common underbody tool box. It is a matter of design and product concepts that ranges from (relatively) low series body variants to an extensive ex factory customization package.

Sustainability
This trend in the global automotive industry also reflects on design. It inspires designers in different ways. They translate inspiration they find in nature into shapes. When creating his advanced designs at Mazda Laurens van den Acker used lines related to deserts and whales. Adrian van Hooydonk shaped his latest Vision Concept Car after the airflow patterns we know from wind tunnel pictures.   

Sustainability also translates to purity and honesty of lines and materials. Plastic does not need to look like leather and shows a genuine style. Wood is wood and when a print is used it takes another graphic. Alternatively light lines and -surfaces are used instead of decoration materials.   

Design shows what it is. This goes for high end cars with a love for craftsmanship showing in the application of expensive materials and pure solid metals. It is also true for low end cars showing design that is basic and good.

Electric drive
When it comes to design this leading theme in automotive development embodies all sustainability elements mentioned above. It also bring along new technology that changes the architecture of the car giving designers new options to work with. More packaging freedom, more use of LED lighting and light constructions like PC glazing will lead to new dimensions, silhouettes and designs. 

Showtime
Where nature inspires a certain modesty also the opposite trend is true. Individuals want to show their identity with niche vehicle designs with a high presence. It shows in the heavy stance of (some) German makes, in the abundant shape of the more profiled Peugeot designs, in the outspoken design language and use of chrome of Mini and recent Italian niche cars. Design as tool to express yourself. And people may know.

Designers always look for new solutions. Design is always on the move. The same goes for technology. The twains are less different then they appear at first site. There is a synergy to be explored and the ATC Design & Technology programme takes initiatives to do so.

Senior Consultant responsible for the Technology Field of Design & Technology : Jan Willem van der Wiel