Interior Motives - Spring 2018

SPRING 2018
ICONA NUCLEUS
TATA H5X & 45X
TVR GRIFFITH
GAC ENVERGE
LAGONDA VISION
TECHNOLOGY FOCUS CONCEPT
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SPRING 2018
WELCOME CONTENTS
Inevitably, autonomous driving is a strong theme this p02 NOTED
issue – a number of interesting concepts with varying
Our highlights from the Detroit and
levels of self-driving capability have made their debut this
Geneva motor shows: Renault EZ-GO,
quarter. The Lagonda Vision Concept and Icona Nucleus Volkswagen I.D. Vizzion and more
suggest how, even within a particular sector, approaches
to the genre are diversifying and new niches are emerging.
Meanwhile, conventionally-driven cars, including enthusiasts’
p06 Lagonda Vision Concept
Aston Martin’s legendary super-luxury
YLJYLH[PVUHSTVKLSZSPRL[OL;=9.YPѝ[OHYLZ[PSSULLKLKHUK
brand lives again, relaunched with this
wanted; and both global and regional consumer demands proposal for an autonomous limousine
continue to evolve, as the Tata H5X, 45X and GAC Enverge
all show. The key element underpinning all these changes is,
of course, technology, and we’re looking at the trends and p20 Icona Nucleus
developments in this sphere. (ZLJVUK]LY`KPќLYLU[[HRLVUHUH\[VUVTV\Z
monospace. Gentlemen’s club or nightclub?
Farah Alkhalisi, Editor Compare and contrast with the Lagonda
PERSONNEL p32 FOCUS Technology

Editor, Interior Motives Farah Alkhalisi farah.alkhalisi@ Following our trips to CES and this quarter’s motor
cardesignnews.com q Editor-in-chief, Car Design News, Interior shows, we look at the latest trends and themes in
Motives Chris Maillard chris.maillard@cardesignnews.com q HMI, UX, UI and in-car technologies
Contributing writers this issue Michael Gooderham, Nick Hull,
Joe Simpson, Karl Smith q Design director Matt Crane matt.
crane@ultimamedia.com q Senior designer Steven Singh Bains p48 Tata H5X
steven.bains@ultimamedia.com q Designer Nicole Masterman
q Managing editor Maxine Morland maxine.morland@ Tata’s SUV concept borrows a Land Rover
cardesignnews.com q Advertising sales support Kate Rooney platform but has a national pride, brand character
kate.rooney@ultimamedia.com q Publisher Abel Sampson and design identity that are all its own...
abel.sampson@cardesignnews.com q Associate publisher
Michael-William Kelly michael-william.kelly@cardesignnews.
com q Advertising sales manager Angela Yang angela.yang@ p56 Tata 45X
cardesignnews.com q Directory executive Andrew Randell ...while the compact 45X is Tata’s boldest
andrew.randell@cardesignnews.com q Marketing manager Sarah
mainstream model yet, pitching at India’s fast-
Campion sarah.campion@ultimamedia.com q Finance manager
growing demographic of young consumers
Piers Marshall piers.marshall@ultimamedia.com q Managing
director Karen Parks karen.parks@ultimamedia.com
ULTIMA MEDIA Ltd, 401 King Street, London, W6 9NJ, UK
Editorial: Tel +44 (0)20 8987 0982 chris.maillard@cardesignnews.com
p64 ;=9.YPѝ[O
Publisher/Advertising: Tel +44 (0)20 8987 0963 abel.sampson@cardesignnews.com Another much-loved British brand-name revived,
COPYRIGHT 2017 ULTIMA MEDIA LTD here with help from Gordon Murray Design. We
All rights reserved. No part of this publication may be reproduced in any material form
(including photocopying or storing it in any medium by electronic means and whether or catch up with the team for the inside story
not transiently or incidentally to some other use of this publication) without the written
permission of the copyright owner except in accordance with the provisions of the
Copyright, Designs & Patents Act (UK) 1988 or under the terms of a licence issued by
the Copyright Licensing Agency, 90 Tottenham Court Road, London W1P 0LP UK. p70 GAC Enverge
Interior Motives (ISSN No1476-2838) is published quarterly by Ultima Media and distributed
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which stood out at the Detroit show for its bold
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ISSN 1476-2838 p72 5 INSPIRATIONS
:HT\LS*O\ќHY[
Follow Car Design News on Icona’s global design director talks about the
PUÅ\LUJLZILOPUK[OL5\JSL\ZHUKOPZ`V\UN
ÄYT»ZV[OLYJVUJLW[Z[O\ZMHY
S
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Spring 2018 01
NOTED
NOTED NAIAS, Detroit, January 2018
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02 Spring 2018
Autumn 2016
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Spring 2018
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Spring 2018
Autumn 2016 04
03
New concept car – the X
The overall shape is well-proportioned,

steady, rich and full of tension,
expressing the luxury and hi-tech feel.
As for the detail design, a very iconic ‘V’ shape is carefully

applied to the radiator grille, front fender and D pillar. A long
character line and continuously strong shoulder are the two
elements which contribute to the roundness.
Available positions for Car Designers:

Senior Exterior Designer – Guangzhou Senior Colour Designer – Guangzhou
Senior Interior Designer – Guangzhou Advanced Designer – Shanghai
Candidates should send their CV and portfolio to DFVHR@dfl.com.cn. Attachments should be

within 10MB. For full job description and to apply please visit: http://talent.venucia.com
www.venucia.com
06 Spring 2018
This is Aston Martin’s bid to relaunch the Lagonda marque not
only as a super-luxury brand, but as an all-new electrically-driven
experience with totally new values. “Look what companies such
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Martin Lagonda. “It projects the future by creating the future,
and providing a product that is futuristic for all of us. You can
set your future if you create your future. That’s what we’re doing
here: we’re saying of course there’s a traditional value of luxury,
but there’s the modern value of luxury, which is connected to the
modern high-tech world we live in. We’ve done our research:
3HNVUKHPZ[OLÄYZ[[Y\S`S\_\Y`[LJOIHZLKJVTWHU`
“It’s been a duopoly for too long, with just Rolls-Royce and
Bentley. But can you imagine an entrepreneur in Silicon Valley
turning up to a meeting in a Rolls-Royce Phantom? It’s a clash
of worlds and cultures. The potential in China and other new
markets is huge too. We’ve done a lot of research in those
markets and found out what those customers want, and what
they’re willing to be seen in.”
Reichman adds that “we can be brave, it’s a totally new

aesthetic… [It] shows the scope of design opportunities that open
up once you no longer need to provide space for a large power
source directly in front of the passenger compartment. In the
3HNVUKH=PZPVU*VUJLW[[OLIH[[LYPLZVJJ\W`[OLÅVVYVM[OLJHY
– and everything above that line belongs to us [the designers].”
LAGONDA VISION CONCEPT

Vehicle type Concept / luxury limousine
&YFDVUJWF71BOEDIJFGDSFBUJWFPGmDFS Marek Reichman
Creative director, interior design Matt Hill
Lead designer, interior Steven Platt
Senior manager, colour and trim Thomas Leret
Colour and trim designer Maxime Drula
Project started / completed Spring 2017 / early 2018
Launch Geneva / March 2018
Text Nick Hull
Spring 2018 07
08 Spring 2018
“This is not an Aston Martin,” Marek Reichman stresses. “It’s brave and disruptive, showing the package
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design and interior design are inter-related in this respect: “It is slippery through the air, with a low frontal
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liberates.”
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the roof to provide a canopy. Dramatic door systems with ‘swan neck’ hinges have long been a feature on
Reichman’s other cars. “Here, you can walk in, spin around, then sit down. If it’s raining, the top roof
ZLJ[PVUZ[H`ZW\[¹OLZH`Z(ZTVZ[VM[OLZ[Y\J[\YHSZ[YLUN[OJVTLZ[OYV\NO[OLÅVVY]LY`SHYNL
apertures can be created.
;OLKLZPNUVM[OL[Y\URPZ\U\Z\HS[VV>P[OV\[[OLJVUZ[YHPU[ZVMHUL_OH\Z[T\ўLY
package underneath, the team took advantage by creating a lower drop-down
portion for stowing away luggage. For more instantly-accessible items, there
PZHJVU]LU[PVUHSSPKHUK[Y\URÅVVY
The steering column assembly at the front of the cabin can

fold away once the vehicle detects it is within a Level 4
autonomy zone, and can also deploy to the left or
right to suit all global markets.
The front seats can fold and rotate to allow

a convivial lounge-type seating layout,
HUK[OLÅH[Z[YVUNÅVVYHSZVHSSV^ZMVY
front seats which sit on cantilevered
arms extending from outside the seat
frame, rather than on runners, giving
uncluttered foot-space for the two rear-
seat passengers. The armchair-like seats
have especially well-bolstered arms, with
a view to helping people sink in and then
rise out comfortably.
Spring 2018 09
The design was developed in Alias and then a physical interior foam The main HMI and UX displays are all in a wide arc at the base of the
TVKLS^HZI\PS[[VL]HS\H[LHUKYLÄUL[OLJHIPU)\PSKVM[OLZOV^JHY screen. “The HMI is hidden until needed,” says Reichman. “The main
started around October 2017. projector screen in autonomous mode is not so much for your driver
controls but more about, ‘what information do I need? where am I
With Level 4 autonomy in mind – the capability to drive itself under going?’, simply to provide more information. It sits at a comfortable
routine circumstances on recognisable roads – the Vision Concept’s viewing distance for eye focusing. But if you want to use your own
steering wheel retracts as seen in these images, allowing for 180-degree device, there are tables for that. It’s about providing choice.”
rotation of the front seats. It’s imagined that most Lagonda customers
^PSSWYLMLY[VILKYP]LU¶LP[OLYI`HO\THUJOH\ќL\YVY[OLJHYP[ZLSM¶
but attention has still been paid to the driving experience.
10 Spring 2018
Bringing Luxury Craftability to
Automotive Interiors
Revolutionary in design innovation and
technical advancement
Surface materials are a key element in a vehicle interior, and their expressive character is fundamental
to its overall impression. The inside space appeals to our senses at the highest level to promote a profound
sense of well-being. Perfect designs by the Benecke-Hornschuch Surface Group have a unique capacity to
deliver the aesthetics and feel that customers desire, as well as the durability, low emissions and environmental
compatibility of our various product groups.
When it comes to developing harmonious interiors that unite shape, feel and appearance to form a refined
whole, we are the perfect partner.
12 Spring 2018
The upper part of the cabin is a ‘technology layer’, with a crisper, harder-edged execution, while lower
down it takes a softer look. The door panels are formed from a series of ceramic tiles which deploy to
JOHUULSHPYÅV^VYZV\UKPU[V[OLJHIPUMYVT[OLLTILKKLKZWLHRLYZ^P[OV\[ULLKPUNUVPZ`MHUZ¸;OPZ
is a new way to control sound – it’s like an acoustic chamber, a serene sanctuary,” says Reichman.
“This gives a new level of silence, beyond Rolls-Royce’s.” Ambient lighting can also be controlled via
the ceramic tiles, which are bounded by brass-coloured edge strips.
.P]LU[OLL_WLJ[H[PVUVMJOH\ќL\YPUN[OLJHIPUPZMVJ\ZLKHYV\UK[OLYLHYZLH[Z;OLZLJHUYLJSPUL
and have a fold-away ottoman-style footrest to make the most of the vast legroom available.
Between the rear seats is a funnel-shaped gesture ‘cave’ with a brass-coloured surround, formed from
sintered titanium. This shows just one option for controlling the car’s features and systems. “Through
voice control, you can choose how you want to control the car and the instruments,” says Reichman.
“If you want a touchpad or gesture control pad, we will design and develop that for you. If you simply
want voice control, we’ll create an individual product for you. It’s a low-volume luxury product; we can
do this because of the electronic systems within the car.”
;OLSPNO[PUNNP]LZHUHWWYVWYPH[LS`NSP[a`LќLJ[^P[O[OL\ZLVMJY`Z[HS4H[[/PSSJYLH[P]LKPYLJ[VYVM
interior design, says: “The crystal chandelier in the roof echoes the diamond shapes used in the
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Spring 2018 13
The design team sat down with British bespoke suppliers
such as Savile Row shirt-maker Henry Poole and
furniture designer Lord Linley to come up with ways to
explore top-quality materials and craftsmanship. “We
started out in a traditional sense exploring leathers and
veneers, looking at how to do it in a modern way,” says
Matt Hill. “He [Linley] knocked it on its head and said we
ULLKLK[V[OPURKPќLYLU[SÙLLKLK[VJVTIPULZLLTPUNS`
incongruous materials, combine something very modern
with the very traditional.”
There is, therefore, no wood or leather; Marek Reichman

notes that this is a growing trend. “It’s not quirky, but
now a strong movement that designers and suppliers
need to respond to more,” he says. The Vision Concept’s
interior is not ‘vegan’ as such, however: the rear seats are
trimmed in grey cashmere, with lambswool cushions and
YLKZPSRKL[HPSPUN)S\LNYL`]LS]L[PZ\ZLKVU[OLYLHYÅVVY
and bulkhead. “These materials are serene, elegant yet
practical,” Reichman notes. “Wool is a fantastic insulator:
you don’t need a seat heater, if you sit on wool. You’re
instantly warm yet don’t sweat, because it soaks the
other way, it cools you.” To prove his point, at the Geneva
motor show he wore a cashmere wool suit made from the
same material [below, right].
The wool and silks contrast not just with the ceramic
[PSLZI\[^P[OJHYIVUÄIYLHUKWPHUVISHJRSHJX\LY
-VYNLKJHYIVUÄIYLPZZLLUOPNO\WVU[OLMYVU[ZLH[
frames, juxtaposed with ‘epaulettes’ for the seatbelt
guide: these are edged in bright red silk, as on the military
uniforms of the Welsh Guards (a nod, perhaps, to Aston
Martin Lagonda’s new production plant at St Athan,
South Wales; all materials used in the Vision Concept’s
cabin have been sourced and manufactured in Great
Britain, too). “It’s a very recognisable crafted touchpoint
high up on the seat, a little statement showing we care
about craft, art and design,” says Hill. “Just because
we’re making a mobility device doesn’t mean to say
all those spiritual things fall away – they stay true,
they’re important.”
Although the steering wheel is trimmed in cashmere,

[OLMYVU[ZLH[PZ[HYNL[LK[V^HYKZHJOH\ќL\YHUKOHZH
cushion in a synthetic neoprene-type material. “Cashmere
can be quite warm to touch, yet the touchpoints need
materials that also breathe. So the science and the
materials revert back to the modern again here,” says Hill.
14 Spring 2018
Spring 2018 15
16 Spring 2018
The team has been working to ensure that the unusual materials can withstand automotive use and
TLL[[OLULJLZZHY`ZWLJPÄJH[PVUZ4HYLR9LPJOTHUZH`Z!¸>L»]LILLU[LZ[PUNTH[LYPHSZPU[LYUHSS`[V
get them through regulations. Of course, they’re not ‘new’ materials, simply new to the automotive
world. There are many manufacturers now willing to work with low-volume luxury companies to develop
their wares.”
This testing indicates the degree of intent – Aston Martin Lagonda indicates that the Vision Concept’s
design language could be seen in Lagonda production models as early as 2021 – and at the Geneva
show, the Vision Concept was displayed alongside two 40 percent scale models, one with two doors
HUK[^VZLH[Z[OLV[OLY^P[OÄ]LKVVYZHUKZL]LUZLH[Z[VPSS\Z[YH[LOV^P[ZKLZPNUSHUN\HNLPZLHZPS`
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Autonomy is also a serious consideration, of course. Hill – pictured [right] demonstrating the comfort
and spaciousness of a rear seat – notes: “We’re standing on the shoulders of others, there’s a lot of
research from other suppliers here [at the Geneva show] on mobility and autonomous driving.” However,
the technical details are presented in the Vision Concept’s fully-connected interior in an aesthetically
subtle way. “We’ve noticed the environment has become a place to be force-fed services, so there’s no
overt technology,” he concludes. “We wanted to pare back, refocus on a special experience: materials,
craftsmanship, sounds, smells, fragrances, these are all important. It’s an appropriate use of technology.”
LAGONDA VISION CONCEPT

Our view: The Lagonda Vision Concept was launched at the Geneva show, frustratingly, in what
HWWLHYLK[VILHSHYNLKHYRIV_^P[OHKPZ[YHJ[PUNS`ZOPUÌYPNO[YLKÅVVYHUKHWLYWL[\HS[OYVUN Read the full design development story online:
blocking the view. Our impressions of its exterior are, therefore, not quite as detailed as we’d like, cardesignnews.com
though its wedgy architecture clearly nodded to the William Towns-designed ’70s Lagonda, if in
a rather more organic and rounded way. The interior seemed a fully-formed idea of what future
luxury might look like, with a slightly retro feel despite its unusual use of non-automotive materials;
the older gentlemen trying it for size looked entirely at home in its clubby, genteel ambience,
despite the fact that it was theoretically aimed at young Apple or Google executives.
Amusingly, the Lagonda also sparked a rather ungentlemanly reaction from the head of
Rolls-Royce, Torsten Müller-Ötvös, who seemed to feel that his marque owned the idea of an
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(2016). However, the Lagonda, unlike the Rolls-Royce, felt like a hard-headed and realistic attempt
[VKLÄULÔH[\WTHYRL[]LOPJSLZTPNO[SVVRSPRLPU[OLUL_[KLJHKLVY[^VHUKOHKHKPZ[PUJ[
air of plausibility – if not quite production-readiness. Yet with its similar footprint to today’s luxury
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roads like a large autonomous shark. Chris Maillard
Spring 2018 17
Rinspeed Snap shows innovative
and sustainable surface solutions
¸
W ith Rinspeed, we have a very interesting, creative and open development
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/8.SVIHS/8 Waalwijk, Netherlands
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-HZOPVU[LHTKLZPNULY(\[VTV[P]L Caroline Hartmann ZPS]LY^P[O[LJOUPJHSLTIVZZPUN;OLKHYRIS\L^L\ZLKMVY[OL[L_[PSLHUKV[OLY
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\WM\[\YLWVZZPIPSP[PLZ¹
ICONA NUCLEUS
Vehicle type Concept / autonomous limousine
Global design director Samuel Chuffart
Chief designers Gwenael Pennarun, Andre Hudson
Interior designers Harry Liao, Rocki Shi
HMI designers Bau Di, Julian Sakamoto
Engineering Tecnocad Progetti
Model build Cecomp
Project started / completed Winter 2016 / early 2018
Launch Geneva / March 2018
Text Nick Hull
20 Spring 2018
The Nucleus embodies Icona’s vision for the future of
mobility. It follows on from the design consultancy’s
2015 Neo concept, which demonstrated a very
tangible next step for the electric car, but jumps
two generations ahead as a fully autonomous
Level 5 vehicle. Inside, the absence of a driver not
only means no steering wheel or IP: it brings the
opportunity for a new understanding of mobile living
spaces where the focus is no longer the road, but
the destination and journey experience.
Spring 2018 21
22 Spring 2018
-V\UKLKPU0JVUHVќLYZHJVTWSL[LYHUNLVMZLY]PJLZ
for vehicle development, including styling, engineering and
manufacturing of style models, show cars and prototypes. It
employs over 150 people with studios in Shanghai (the largest)
and Los Angeles as well as at its headquarters in a palazzo in
the centre of Turin, where it is close to its partners Tecnocad
Progetti and Cecomp. “Every time there is a new project, I open
it up to every designer in the group, in America, in Italy and in
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JHUWYVWVZLHUPKLH;OLÄYZ[^LLRZL]LYÌVK`ZRL[JOLZ
and if they have a good idea, we discuss it no matter where it
comes from. And then we start on from there: that means that
if Italians win the design, they may get the chance to follow the
model to China, or vice versa, so the designers can have a more
multicultural approach. This cross-exchange programme is very
important for us.”
The 18-month Nucleus project started in late 2016 with this

global competition. The concept was conceived from the start
as a new type of luxurious minivan, accessed via a huge roof-
hinged gullwing (or ‘oyster’) canopy and a lower barn door. The
NLULYV\ZJHIPUOLPNO[HSSV^ZNLU\PUL^HSRPUJHWHIPSP[`\USPRL
with many other autonomous lounge concepts.
;OL[LJOUVSVN`KPHNYHTZZOV^[OLWHJRHNPUNVM[OLLSLJ[YPJ
powertrain with its hydrogen fuel cell range-extender, battery
WHJRZO`KYVNLU[HURZHUKV[OLYULJLZZHY`Z`Z[LTZ¸0UÔLLS
TV[VYZHSSV^[OLWHJRHNL[VILVW[PTPZLK¹ZH`Z*O\ќHY[¸(UK
[OLILZ[^H`[V[HRLHK]HU[HNLVM[OPZMYLLKVTPZ[OLTPUP]HU
¶P[»Z[OLTVZ[JSL]LYWHJRHNL`V\JHUNL[;OLJOHSSLUNL^HZ
L_HJ[S`[OH[![Y`PUN[VILJSL]LY[VIYLHRY\SLZHUK[VYLZL[V\Y
values from scratch. That’s why we call it Nucleus, the very
centre and heaviest part of the atom.”
Gwenael Pennarun, chief designer in Shanghai, outlined

[OLWHJRHNL¸0[NV[IPNNLY0[^HZVULTL[YLZOVY[LYH[[OL
beginning, I wanted something more compact. It was a big
issue,” he says. “But the Americans went for something bigger
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under the supervision of chief designer Andre Hudson, came
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[OLRL`PU[LYPVYZRL[JO
While the development of the exterior was strongly led by

explorations in a clay modelling phase, the interior layout was
KL]LSVWLK[V[HSS`PU(SPHZ^P[O]LY`ML^TVKPÄJH[PVUZVUJLP[^HZ
translated into a physical model. It seats three in ‘High Luxury’
JVUÄN\YH[PVUVYHTH_PT\TVMZP_HK\S[Z
Spring 2018 23
Rather than a conventional windscreen, the Nucleus has a front screen where half is covered
with a pixelated graphic; the division of this is shown in the exterior sketch [top left]. “The
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I\[P[PZUVSVUNLY[OLMVJ\ZVMLHJOHUKL]LY`WHZZLUNLYHZPUHJPULTH;OLPUZWPYH[PVUVM
5\JSL\ZOHZJVTLHZT\JOMYVT[OL*VUJVYKLHPYWSHULHZMYVTH`HJO[6YVUHWYP]H[LQL[
^LKVU»[ÄUKP[Z[YHUNL[OH[^LKVU»[ZLLZ[YHPNO[HOLHKI\[PU[VKH`»ZHYJOP[LJ[\YLVMJHYZ
L]LY`VULPZSVVRPUNH[[OL^PUKZJYLLU>P[OH\[VUVTV\ZKYP]PUN^LJHU[HRL[OLJOHUJL[V
ZVJPHSPZL¹:LTP[YHUZWHYLU[WHULSZYLWSHJLJVU]LU[PVUHS^PUKV^NSHZZ[V[OLZPKL[VV
24 Spring 2018
The Nucleus builds on the interior format of Icona’s Neo, which also extra forward-facing jump seat. “If you notice, in a minivan
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[OL5\JSL\ZPU[LYPVYPZ[OLPUKP]PK\HSP[`MVYLHJOWLYZVUKPќLYLU[ZLH[Z sits behind the driver, his main guy sits next to him, others will sit
allowing occupants to relax and recline or work at a desk; in the in the rear. And minivan seats all look the same. Here, they all
centre of the cabin, the seats can transform into a couch. SVVRKPќLYLU[¹
The rear captain’s chair is mounted high up with an integrated The HMI concept of a series of small interactive displays around
footrest that is an extension of the surrounding ivory surfaces; the the cabin further builds on the sense of individuality, rather than
adjacent table can slide and fold away to open up space for an everyone drawn towards one big screen.
Spring 2018 25
An intention was for even the shortest trip to provide the opportunity
for business or leisure, hence the table, all the necessary spaces and
connections for a laptop – and what Icona describes as ‘a wet bar’.
This is positioned in the front nose of the cabin, and is revealed when
the rear-facing jump seat is lifted up. “There are Prosecco bottles here,
I\[[OLYLJV\SKTVYLSPRLSÌLHJVќLLTHJOPUL[VV¹ZH`Z:HT\LS
*O\ќHY[
HMI designer Bau Di explains further how the interior seating layout
was investigated in the Los Angeles studio: “It’s autonomous, so
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WVZP[PVUZ^P[OJOHPYZ[HWPUNV\[SPULZVU[OLÅVVY;OH[»ZOV^^L
KL]LSVWLK[OLWHJRHNL¹
26 Spring 2018
28 Spring 2018
Bau Di also devised a blue and ivory colour palette that reminds us of yachts and the nautical world,
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glow over the interior surfaces. “We wanted the ambient light to highlight the stretch space and lounge
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over the front half, and the chaise longue-style couch is trimmed in ivory leather.
To the side of the bar is a circular phone charging pad, while above, in the side lining, miniature Zen-like
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;=[OH[JHUYL[YHJ[PU[V[OLKVVYÔLUUV[ULLKLK
The two captain’s chairs are trimmed in blue leather with cool gold-coloured inserts. “The saturated blue
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:HT\LS*O\ќHY[HKTP[Z[OH[¸[VILMYHUR0^HZ^VYYPLK[OH[WLVWSL^V\SKU»[NL[P[HUK^V\SKZH`ÔH[
PZ[OH[&¹/LWVPU[ZV\[[OH[SPRL[OLLHYSPLY5LVHSZVVUKPZWSH`H[[OL.LUL]HTV[VYZOV^[OL5\JSL\Z
shows Icona’s own emerging design language. “They are very sensual cars in the sense that the
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JVTWSLTLU[[OH[ZVM[ULZZI`JVU[YHZ[]LY`ZOHYWSPULZNV[OYV\NOHUK]LY`ZOHYWKP]PZPVUZ¹*O\ќHY[
[see also p.80DPZWPJ[\YLKOLYLBJLU[YLD^P[O.^LUHLS7LUUHY\UBSLM[DHUK)H\+PBYPNO[D
¸/V^HYL^LNVPUN[VSP]LV\YSP]LZPU[OLM\[\YL&¹*O\ќHY[HZRZ¸0UHYVVTPM^LKVU»[OH]L[VKYP]L
should we not look at each other and talk? Designers have a responsibility to encourage people to
ILOH]LPUHZVJPHISLTHUULYHUK[VNP]L[OLT[OLJOVPJLHUKÅL_PIPSP[`¹/LHSZVWVPU[ZV\[[OH[[OL
ICONA NUCLEUS
future luxury car is more likely to be shared by a number of people, even if privately owned – “you send it
to your parents, the kids… you are going to get so much more use out of it than a personal car you see
UV^PU[OLTVYUPUN[YHѝJ^P[OL]LY`VULHSVUL¹¶HUKJVUJS\KLZ!¸>LOH]L[VWYLZLU[ZVTL[OPUN[OH[ Length 5259mm
is relevant, that makes sense for the future moving to the autonomous-driving car, and we have to take Width 2115mm
[OPZZLYPV\ZS`¹
Height 1742mm
Wheelbase 3310mm
9LHK[OLM\SSKLZPNUKL]LSVWTLU[Z[VY`VUSPUL!
Our view: A large monoform with a lounge-type cabin, the Nucleus made for a striking presence
H[[OL0JVUHZ[HUKH[[OL.LUL]HTV[VYZOV^;OLÄYZ[PTWYLZZPVU^HZP[ZZPaL!^LSS
cardesignnews.com
V]LYÄ]LTL[YLZPUSLUN[OHUK[^VTL[YLZ^PKLP[PZHZSHYNLHU47=I\[ZLLTZSHYNLYHZP[Z
unconventional massing and glasshouse distort all conventional sense of dimensions.
Covering the car is a great glass dome with a canopy that opens with the door. Half of this
dome is covered with a screen of white frit dots that shade and provide privacy for the interior. The
other half is clear for viewing the passing scenery, but not in any sense of a traditional windscreen.
;OLIVK`PZOPNOS`ZJ\SW[LK^P[OHKYHTH[PJPUJPZLKJOHUULSY\UUPUNHSVUN[OLÅHURZ"ILSV^[OL
JOHUULSP[NLU[S`J\Y]LZ\UKLYHZP[KLZJLUKZ[V[OLYVJRLYWHULSZHUKÅHYLZV\[[VJV]LY[OL
27-inch wheels. These seem huge, but are proportional to the mass of the car – anything smaller
would make the Nucleus look as if it were riding on casters.
At the front and rear, a similar incising of the body mass makes for deep undercuts that relieve
the Nucleus of a good bit of visual bulk. The headlights and tail lights are ribbons that echo the
shape of the Icona emblem. There’s just the one door, an enormous pantograph that swings
out and aside, while the roof canopy simultaneously rises to allow for an easy and yet dramatic
entry sequence. It is an appropriate gesture, as it seems that as one steps into the interior, one is
stepping into the future of personal transportation. Karl Smith
Spring 2018 29
Beauty is not skin deep, PKLU[P[PLZHUK[O\ZPU]LZ[V\YJ\S[\YHSHUKWLYZVUHS]HS\LZPU[OLT&
1\Z[HZ^LKYLZZ[VWYVQLJ[V\YWLYZVUHSP[PLZ(YJOP[L_[\YLOHZKL]LSVWLKH
but dressing the surface [VVSIV_[VHWWS`Z\JOVWWVY[\UP[PLZ[VH\[VTV[P]LKLZPNU6\YM\SS`PU[LNYH[LK
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Architexture Design Consultancy comprises one studio, in three locations: HUKKP]LYZPÄJH[PVU[YLUKZ!
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team explain their creative aesthetic and working philosophy. on architectural surfaces, such as glass and steel, to make a building’s form
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:[\KPVZ Detroit, USA; Manchester, UK; Suzhou, China
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www. architexture.co
FOCUS
TECHNOLOGY
Vehicles today can boast over 50 central processing units, 150
sub-systems and 100 million lines of code: a software complexity
now exceeding that of commercial airliners. And as designers
explore what autonomy and semi-autonomous functions mean
for the future of the automotive interior, the role of technology and
OV^P[PUÅ\LUJLZ[OLSVVRHUKMLLSVM[OLJHIPUPZTVYLZPNUPÄJHU[
than ever. Joe Simpson rounds up developments seen at recent
shows, hears from their creators, and explores the current trends
in technology that are having an impact on design
32 Spring 2018
Byton Concept: one of the boldest debuts we’ve seen for a
long time, showcasing a series of technologies and a screen
which – though issues with glare need to be resolved – ups
the ante in terms of HMI and infotainment
Spring 2018 33
IMAX-size screens
Just when you thought screens couldn’t get any bigger, a new wave of
size-busting displays made their debut at CES (Consumer Electronics
Show, Las Vegas) and the Detroit motor show in January. Byton’s 49-
inch wide ‘coast to coast’ display in its SUV concept [previous page]
was the clear stand-out in CES.
Centre screens had begun to move towards a portrait-format

orientation, but as cars become increasingly cloud-connected, content
availability is ballooning; so with most animated content (i.e. video)
landscape-oriented, the trend is now towards wider but less deep
cross-car displays. Few of these have yet appeared in production
TVKLSZI\[JVUJLW[ZZ\JOHZ[OL0UÄUP[P80UZWPYH[PVUBD5PZZHU»Z
Xmotion [2] and IMx, and the Porsche Mission E Cross Turismo [3] all
feature such displays. Some give the full-width appearance, like Byton’s,
but the reality is that many, including the displays in the new Mercedes-
Benz A-Class, are simply several smaller screens stitched together.
What is a hypervisor?
One brain, many functions: that’s the best way to think about the
so-called hypervisor, or in-vehicle experience controller (IVX) that we
heard mentioned so often at CES. Key automotive industry technology
suppliers such as Panasonic, QNX and Harman-Samsung are
promoting this technology, which sees a singular, much more powerful,
on-board computing chip handle multiple functions.
The ‘hypervisor’ part means that, in essence, the chip’s resources

can be split so that it can behave like multiple computers. At a CES
demonstration of Panasonic Automotive’s new Spydr system, VP of
product planning, strategy and innovation Andrew Poliak explained:
“We’ve got one processor here that’s running a big, main infotainment
V\VWHPSOXVDGLJLWDOLQVWUXPHQWFOXVWHUDQGXSWRðYHRWKHUGLVSOD\VLQ
the vehicle. That’s one chip – one computer.”
7KHEHQHðWRIVXFKDQDSSURDFKLVWKHUHGXFWLRQLQZHLJKWGXHWR
vastly fewer wiring looms, and the ability to better integrate what’s
happening across multiple displays around the car. Harman’s Small Car
Cockpit Concept [above] shows how such a system – on a singular
display – can split, to protect and ensure the ongoing running of key
safety-critical displays (i.e. speed) while the infotainment system goes
through a reboot.
34 Spring 2018
Content for all
The desire to present content to passengers, not just the driver, is a further factor in
implementing wider screens. The challenge is to remain within the bounds of legislation – for
example, animated graphics should not be within the driver’s eyeline when the car is on the
TV]L/HYTHU:HTZ\UN»ZºX\HU[\TKV[»83,+KPZWSH`JVUJLW[ZLLUH[*,:[OLYLMVYLY\UZ
in two modes: it’s a slim passenger-side display bar when the vehicle is on the move [6],
but when it comes to a stop, the screen opens up out of the IP to become a much deeper
display running 4k video [7].
5V[LOV^[OLO`WLY]PZVYHZPUNSLJOPWLT\SH[PUNT\S[PWSLJVTW\[LYZPZWSH`PUNHKLJPZP]L
role in the trend towards greater amounts of content and extra screens. Panasonic’s Spydr
can integrate the operation of traditional cluster functions, along with the centre screen and
further displays for passengers: this means that it will be easier and cheaper to serve each
passenger with content on their own screen, as well as incurring less of a weight penalty,
thanks to reduced wiring. Byton provided multiple displays around the car beyond that 49-
inch frontal screen – at least one for each passenger.
Conversely, hypervisors also mean it is now possible to use a single (wide) screen to
integrate the functions of cluster, centre display and passenger side content. Harman’s Small
Car Cockpit concept [left, 4] demonstrated this approach – also the one employed in the
;LZSH4VKLS3HYNLZPUN\SHYZJYLLUZHSSV^ZPNUPÄJHU[PU[LYPVYHYJOP[LJ[\YLJOHUNLZI\[HSZV
YLTV]LJVZ[MYVT[OLJHY"NP]LU;LZSH»ZPUÅ\LUJLL_WLJ[V[OLYZ¶WHY[PJ\SHYS`PU[OLTVYL
cost-sensitive and compact sectors – to follow suit.
Yet Volkswagen’s I.D. Vizzion concept (Geneva motor show) explores how to provide each
passenger with dedicated content while completely doing away with traditional screen
KPZWSH`ZBD0[»ZVULVM[OLÄYZ[[VLTWSV`TP_LKYLHSP[ÒLHKZL[ZPUHUH\[VTV[P]LZL[[PUN
each passenger wearing a Microsoft HoloLens headset which projects an infotainment
hologram that only they can see, and which they can interact with via gestures.
Spring 2018 35
OLED technology:
colour and curves
Many of this year’s concept cars have displays using OLED
(organic light-emitting diode) technology. OLEDs provide deeper
blacks, greater brightness and colour saturation, and have better
ºMYLLMVYT»JHWHIPSP[PLZILJH\ZL[OL`JHUILTV\U[LKVUÅL_PISL
plastic substrates rather than glass, and can thus be curved. Yet
implementing an OLED screen in an automotive environment is
demanding: compared to LED and LCD displays, blue OLEDs
have distinctly shorter lifespans, currently cost more to make, and
are more susceptible to water damage, for example. However,
numerous company executives at CES told us that automotive-
ready solutions will be commercially viable within the next two years.
Beyond that, expect screens to begin integrating with windows as

transparent displays emerge, as an OLED can be applied over glass
SPRLHÄST7HUHZVUPJ»Z3P]PUN:WHJL(\[VUVTV\Z*VUJLW[BD^HZ
WLYOHWZ[OLTVZ[PTWYLZZP]LL_HTWSLVM[OPZH[*,:!H[OPUÄST
OLED panel covered the windows, allowing them to be completely
turned over to display panels [2, 3] and providing the opportunity for
user interaction – pulling down a virtual window-blind [4] or writing
KPNP[HSS`VU[OL^PUKV^BD[VTHNPJLќLJ[
36 Spring 2018
Next-generation gestures
Gesture control interfaces can now be found in relatively mainstream products such as the
Volkswagen Golf and BMW 5 Series, but these early applications provide limited functionality
and work more as a marketing tool. Yet gesture control is growing as an interaction method
of choice, because it overcomes some of the challenges created by autonomous vehicle
interiors and huge screens: when occupants get too far away from a screen to reach out
and touch it, designers have to move away from touchscreens, and gesture control is one of
the most obvious replacement interactions they can employ.
Byton has the most sophisticated approach yet seen, with a pair of stereoscopic cameras
PU[OLMYVU[ZLJ[PVUVM[OL07BDKL[LJ[PUNÄ]LKPZ[PUJ[NLZ[\YLZ¸;OL`HSSJVTL]LYÙH[\YHSS`
so there’s no menu required,” explained Dr. Carsten Breitfeld, Byton CEO and co-founder.
7HUHZVUPJZOV^LKNLZ[\YLJVU[YVSPUP[Z:THY[+LZPNU*VJRWP[BDHUK5PZZHUHSZV
Ä[[LKHNLZ[\YLPU[LYMHJLB DPU[OLYLHYZLH[VM[OL?4V[PVUJVUJLW[+L[YVP[ÔPSL[OL
Volkswagen I.D. Vizzion’s Microsoft HoloLens AR headsets requires users to select their
chosen viewing content through simple pinching and pointing gestures [10].
Spring 2018 37
Quality of Life
research study gives insight
into global mobility preferences
W hen it comes to perceptions of quality of life with relation to mobility,
the most important factor isn’t so much the type of service selected, or
whether a vehicle is shared or owned: it’s the length of time that a passenger
spends with the vehicle, the strategic research team at Yanfeng Automotive
0U[LYPVYZ@-(0OHZMV\UK+PќLYLU[ZL[ZVMWYPVYP[PLZLTLYNLPUZOVY[LY
interactions – such as car- or ride-sharing experiences lasting 15-20 minutes –
than in traditional ownership experiences that may last for years, as well as in
trips taking a few hours, during which passengers have other expectations.
YFAI’s Quality of Life research study involved 2000 online participants in
the US, Germany and China plus interview sessions (a workshop in Silicon
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HUKWYPVYP[PZLKX\HSP[`VMSPMLHUK[OLILULÄ[Z[OL`WLYJLP]LKMVYKPќLYLU[MVYTZ
of transportation and technologies. “Recognising quality of life as a driver of
change and innovation, it was critical for us to conduct a study around this
global mega-trend, as a way to deepen our knowledge and understanding of its
L_WLJ[LKPTWHJ[VUJVUZ\TLYWYLMLYLUJLZVMUL^TVIPSP[`VќLYPUNZ¹ZH`Z;PT
Shih, vice president of design and strategic research, YFAI.
;OYLLRL`PUÅ\LUJLYZVUX\HSP[`VMSPML¶ZLJ\YP[`WO`ZPJHS^LSSILPUNHUK
X\HSP[`¶^LYLPKLU[PÄLKHZULHY\UP]LYZHS^P[OTLU[HS^LSSILPUNMYLLKVT
emotional connections and family or friends also strong in all three countries
Z\Y]L`LK/V^L]LY[OLYL^LYLZ\I[SLKPќLYLUJLZ!.LYTHUWHY[PJPWHU[ZWSHJLK
more priority on experiences, including leisure and ‘me’ time, while in the US
and China, interactions with 'things' were preferred and convenience, comfort
and smart purchasing were important. In the US, purpose and motivation were
the key components for quality of life, with a focus on enjoyment and status, but
environmental friendliness as the lowest priority: conversely, this was the most
important component in China and Germany. Quality of life values were found
to change according to age of the consumer, but emotions, connections and
relationships were important to all the age-groups.
;OPZPU[\YUYLÅLJ[ZVU[OLPYWYLMLYYLKTVIPSP[`JOVPJLZ!JVUZ\TLYZWLYJLP]L
\UPX\LILULÄ[Z[VWLYZVUHSJHYZ]LYZ\ZHS[LYUH[P]L[YHUZWVY[VW[PVUZIHZLK
on how each deliver these quality of life factors. For example, personal
transportation solutions bring convenience and freedom, but vehicle
sharing was valued for reducing stress. Chinese consumers were found
to use vehicle sharing services the most, valuing the convenience and
JOHUJL[VYLSH_ÔPSLILPUNJOH\ќL\YLKTLU[HS^LSSILPUNMVSSV^LKI`
the Americans, who valued privacy, comfort and mental well-being, and
then the Germans, but in all three countries, once people had tried such
SPONSORED FEATURE
services, they tended to continue to use them.
;OL@-(0[LHTZH`ZP[ILJHTLL]PKLU[[OH[[YHKP[PVUHSJHYZHYLUV[
ideally suited to these new roles as shared shuttles for short timeframes.
Designing the right vehicles and the right interiors is not only about
understanding practical functions and features, but targeting and
executing the right experience for a journey’s duration – having only 20
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]LY`KPќLYLU[WYVWVZP[PVU[VWYV]PKPUNHSVUN[LYTVÛLYZOPWL_WLYPLUJL
demanding a rethink of design, development, marketing and sales.
“We’re already in the Design phase of our next concept, the XiM20
debuting next year, and this extremely valuable and unique consumer
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only that, it will inform YFAI’s future product innovations to elevate in-car
experiences, whether the vehicle is shared or owned, and whether the
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Yanfeng Automotive Interiors (YFAI) is the global leader in automotive

PU[LYPVYZ@-(0PZYLKLÄUPUNOV^WLVWSLYLSH_^VYRHUKWSH`PU[OLPY]LOPJSL Established 2015
PU[LYPVYZ[VKH`HUKKLJHKLZMYVTUV^,Z[HISPZOLKPU@HUMLUN HQ Shanghai
(\[VTV[P]L0U[LYPVYZPZHQVPU[]LU[\YLIL[^LLU@HUMLUN(\[VTV[P]L;YPT Global facilities 100, in 20 countries
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Global employees 33,000
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automotive seating. www.yfai.com
What’s so special about
the new MBUX?
Mercedes-Benz seems unusually proud of MBUX, which debuted
at CES and has since been seen in the latest A-Class at Geneva. It
completely rethought its approach to bring this system to market,
now having UX as a separate studio cluster. It introduces a host of
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XVìWKHðUVW0HUFHGHVZLWKDWRXFKVFUHHQWKHðUVWWREHXSGDWDEOH
RYHUWKHDLUúDVZHOODVEHLQJWKHðUVW2(0FUHDWHGGHGLFDWHGYRLFH
assistant to understand instructions spoken in natural language. Chief
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UHQGHULQJRID'PRGHOKDVEHHQXVHGDVDPHQXWRH[SORUH\RXU
car’s functions.”
$OOWKLVLVPDGHSRVVLEOHE\WKHFODVVOHDGLQJFRUH'HQYHU[$
APU and Nvidia’s Parker 128 chip. So often, we’ve complained that
automotive user interfaces feel excessively laggy compared to smart
devices – but with MBUX, this shouldn’t be a problem.
But beyond the sheer breadth of features and class-leading tech spec,
the reductive design approach stands out. MBUX has complexity if you
want it, but all key interaction points sit in the top two menu layers, and
the interaction methods are broadly the same across both touchscreen
and the new console touchpad. It also employs what Kahn calls “shy
tech”: this means it reduces what you see, and what’s happening,
while AI learning presents you with the content that you’re most likely
to want to access, based on who’s driving, where the car is, and the
WLPHRIGD\7KHðQHDQLPDWLRQVDQGDELOLW\WRSHUVRQDOLVHZKDW\RXVHH
are simply the cherries on the top of this very slickly put-together pie.
Joe Simpson
:WVRLU^VYKWLYMVYTHUJL
Voice control in the car remains a challenge, but as consumers become
more accustomed to shouting at cloud-based assistants at home and
on their phones – Amazon Alexa, Google Assistant, Apple’s Siri – the
next logical step is for these services to appear in-car.
At CES, start-up OEMs including Byton touted the integration of

Alexa, while Panasonic – currently the largest Tier 1 supplier in the HMI
realm – has integrated Amazon Auto into its next-generation Spydr
JVU[YVSZ`Z[LT[LJOUVSVN`ÔPJOP[KLTVUZ[YH[LKBD0[^PSSHSZVVќLY
‘Alexa Onboard’, which adds the ability to perform set functions when
(SL_HPZVўPUL!]LOPJSLVJJ\WHU[ZJHU\ZL]VPJLJVTTHUKZ[VZO\[
^PUKV^ZHKQ\Z[[LTWLYH[\YLVYÄUKHKLZ[PUH[PVUL]LU^P[OV\[HJSV\K
JVUULJ[PVU7HUHZVUPJ»Z(UKYL^7VSPHRZH`Z!¸([*,:^LOHK
(SL_H>H[ZVU.VVNSL(ZZPZ[HU[=VPJLIV_5\HUJLHUK:PYP^VYRPUN
from our Android-based SkipGen platform. This [2018 announcement]
PZKPќLYLU[ZPUJLP[PZY\UUPUNWHY[ZVM(SL_HHUK.VVNSL(ZZPZ[HUJL
locally in our platform: that enables it to be used even when you drive
outside of internet coverage.”
Mercedes-Benz has developed its own new, dedicated voice control

system, MBUX, prompted by the command ‘hey, Mercedes’ – it wanted
to ensure that the system understands natural language, rather than
¸ULLKPUN[VILZWVRLU[VSPRLHYVIV[¹:HQQHK2OHU=7VMKPNP[HS]LOPJSL
and mobility, Daimler, told us.
40 Spring 2018
Moving around
(\[VUVT`PZKYP]PUNHZPNUPÄJHU[JOHUNLPUHWWYVHJO[VPU[LYMHJLKLZPNUHZWHZZLUNLYZ
may no longer sit within reach of a screen or haptic controller, or even be in a set position.
So instead, we’re seeing the interface come to the passenger: the controls for fan speed
and stereo volume relocated to the seat belt buckles of the Renault Symbioz, for example.
Renault’s EZ-Go autonomous taxi concept (Geneva) continued to explore this theme [2],
with its ultra-simple physical stop/go command button located in the headliner [3].
Audi’s solution to this moving-occupant problem was to move the primary interface of the
Aicon concept (Frankfurt, 2017). A series of screens run down the inside [4, 5], and the
primary control menu is thus positioned in the door, not the front screen. When the front
chairs travel backwards into a reclining position, the interface follows towards the back so
it is still within reach, an interaction method augmented by gaze-recognition for the screen,
which remains at the front of the car.
Spring 2018 41
Insight: Andreas Wlasak, VP industrial design, Faurecia
“At CES, the key theme was to
show the new domains Faurecia
is entering. It has a lot to do with
putting the user in the centre,
creating user experiences, which
of course need to be designed.
We showcased [technology
concepts around] HMI, UX, UI,
screen display content, thermo-
bubbles and thermo-experiences;
we have to be present at all of
the levels of autonomous driving,
showing a path towards an
XOWLPDWH/HYHO$QGWKDWPHDQV Faurecia Cockpit of the Future concept
moving an occupant around, so
completely new seat structures, “We have to think about technology evolution, and how user preferences
new positions, and as a result, you need to get air, music, temperature will change according to that. And how can I create all these functionalities
LQDGLσHUHQWZD\EHFDXVHWKHWUDGLWLRQDOHUJRQRPLFVFKDQJH without creating more square inches of screens and buttons? This also
pushes us in a direction which is extremely important, where the world of
ì:HDUHDEOHWRGHðQHHQWLUHRFFXSDQWHQYLURQPHQWVDQGQRWMXVW real material well-being physically meets the world of digital interaction.
a seat, a console, a door panel. We can now create a user scenario We morph surfaces, so that suddenly the shape changes, and then maybe
with an electronic part that goes with it, a graphic user interface, and another display on another surface becomes visible. We are integrating
also a comfort, health and well-being part, like measuring respiration, this within the traditional parameter of hard parts, skins, leather; those
heartbeat rate, and feeding back through massage systems, light, things are moving, the screen might be small and then bigger, because the
sound. Everybody talks about the internet of things, the car being front of it is unfolding so you can see it. You have to make sure that the
connected to the rest of the world, and it is really becoming tangible. HQYLURQPHQWDGDSWVWRWKHXVHFDVHDQGWKHVSHFLðFXVHWKDWLVPDGHDWD
People want to have a seamless experience, they are on every mobile VSHFLðFPRPHQWE\WKHVDPHSHUVRQRQWKHVDPHMRXUQH\
or smart device before entering a vehicle, and they want to continue
this exercise or activity when they are in the vehicle. Another thing is “It’s much more rewarding [as a designer, today] because you’re able to
that you have your personal preferences: the car knows who you are, control much more: the complete user experience, and all the technology
\RXUWHPSHUDWXUHDQGFRPIRUWVHWWLQJVDQGFDQDGMXVWWRWKHP elements and the physical parts that allow this experience to happen.
It’s this very, very close collaboration where you could eventually say, ‘it
“And coming back to autonomous driving: you have to ensure the doesn’t matter, I don’t care where design stops, where technology starts’
transition between the act of driving and all the use scenarios when – there’s only one result which has to be absolutely excellent in design
you are driven. There are physical transitions that have to happen, and quality, material, shape and desirability, but of course, meaningful in terms
then the ergonomics, comfort and social positions of one person to of what it provides as technology content and functionality, from the whole
another, or isolation – from a thermal, audio or acoustic point of view. user experience. You talk about user experience as a design part, but
You can create a bubble for each occupant, or you can create a bubble WKHUHâVDOVRDSXUHWHFKQRORJ\SDUW,GRQâWHYHQWU\WRðQGWKHOLQHWKDW
for the occupants together in the car as opposed to the outside world; separates them, because there should not be one.”
it becomes especially important in a shared vehicle. Interview: Farah Alkhalisi
Faurecia Morphing Instrument Panel
42 Spring 2018
(Y[PÄJPHSPU[LSSPNLUJLHUKMHJPHS0+
Voice controls open the door onto a wider world of AI which will have wider reach over
[PTL([*,:JOPWTHRLY5=0+0(\U]LPSLK+YP]L0?HUK+YP]L09!0?HSSV^Z6,4Z[VKL]LSVW
HY[PÄJPHSS`PU[LSSPNLU[KYP]LYHZZPZ[HU[ZHUKTVUP[VYPUNHZZPZ[HU[ZHRL`Z[LWVU[OLYVHK
towards autonomy. Volkswagen is to use this in prototypes for the I.D. Buzz, slated for
production in 2022.
5LHYLY[LYT[OPZ[LJOUVSVN`TLHUZWLYZVUHSPZH[PVUHUKWYLKPJ[PVU!MHJPHSYLJVNUP[PVU
HSSV^Z[OL]LOPJSL[V\UKLYZ[HUKÔVPZ\USVJRPUNP[HUK[OLU[VJVUÄN\YL[OLLU[PYL
\ZLYL_WLYPLUJL[VZ\P[[OLPYRUVÛZWLJPÄJWYLMLYLUJLZHUKULLKZ)`[VUÄ[[LKHMHJPHS
PKLU[PÄJH[PVUJHTLYHBD[V[OL)WPSSHY[VKL[LJ[ÔVPZHWWYVHJOPUNHUK[OLU\USVJR[OLJHY
if they have permission – doing away with door handles. A second sensor in the cabin uses
PYPZYLJVNUP[PVU[VHSSV^[OLJHY[VILZ[HY[LK"[OPZ^HZÄ[[LKULH[SÌ`Z\WWSPLY.LU[L_PU[OL
YLHY]PL^TPYYVYBD(Z)`[VU»ZKLZPNULYZWVPU[LKV\[[OPZ[^VZ[LWHWWYVHJOTLHUZ¸`V\
could allow your child access to the car to go and get in it, or retrieve something front it, but
UV[[VZ[HY[P[\WHUKKYP]LVќ¹
And while drowsiness detection isn’t new, facial recognition allows driver condition
monitoring to be taken to the next level. Panasonic’s emotion-sensing cockpit [3, 4, 5, 6]
plots a driver’s current mental state on an axis from ‘miserable’ to ‘pleased’, ‘aroused’ to
‘drowsy’, to give an instantaneous reading – for the UI graphics, HVAC and windows to
respond to, should the driver need waking up – and it also uses AI to predict the driver’s
state in 15 minutes’ time. The most interesting aspect from a design perspective, however,
was the decision to present this information back to the driver on the display: is presenting a
tired, irritated driver with this likely to lead to them making the right decisions?
44 Spring 2018
CES 2018: Nissan’s brainwave
You’ve heard of V2V (vehicle to vehicle) and V2X, but how about B2V – brain to While designers might be interested in the idea of an emotional connection, it’s
vehicle? Nissan has been working to analyse drivers’ brains to create a better car- the safety aspect that seems to be really key here. Basically, by reading your EEG,
driver bond and potentially anticipate what is going to happen, to help them out on Nissan can see up to half a second in advance when you plan to turn, or hit the
the road. At CES, we got to try it for ourselves, albeit in limited form. brake or do something to take evasive action. If they know this, the theory is that a
semi-autonomous car could help by inputting steering, braking or throttle – and in
*HWWLQJVHWXSLVQâWWKHPRVWSOHDVDQWH[SHULHQFH$1LVVDQWHDPðWDFDSWR a potential accident situation, at speed, milliseconds count.
your head, in a process where they sort of semi-screw some metal sensors to
your head – it’s not altogether pain-free. Next, you get to see your own EEG – For now, all Nissan are looking at is smoothness and synchronicity in steering
electroencephalography, basically your brain activity on a laptop screen. Looking around the course. We’d recommend you focus on the smoothness – apparently
like something out of the Simpsons episode where Homer’s been abducted by ours was the best result all day and, according to Nissan, the kind of result a
Kang and Kodos (the aliens), you then walk out onto the stand and are plonked racing driver would be expected to get. With feedback like that, we’d happily have
LQWRDWKUHHVFUHHQGULYLQJVLPZLWKMXVWDVWHHULQJZKHHOIRUPDNLQJLQSXWV7KH our brains felt up every day of the week.
machine accelerates and brakes for you as you ‘drive’ a pre-set course. Joe Simpson
Getting personal, contextually

At CES and in Detroit, Byton, Toyota, Dura, Aptiv [7], AutoLiv and Bosch all placed focus
on personalised and contextual interfaces; Bosch’s Cockpit Concept [8] merges digital
instruments and functionalities into one hardware system, enabling personalisation via facial
YLJVNUP[PVUHUKZTHY[]VPJLYLJVNUP[PVU+YP]LUI`HJVTIPUH[PVUVMZWLJPÄJ[LJOUVSVNPLZ
(i.e. large OLED screens and AI) and the ability for the car to be constantly cloud connected,
aware of where it is in the world and able to receive a feed of data, this area includes cloud-
IHZLKWYVÄSLZKYP]LYTVUP[VYPUNHUKJHY[V\ZLYJVTT\UPJH[PVUº4`)`[VU3PML»PU[LNYH[LZ
all of these aspects, and furthermore, uses Alexa to provide ‘smart’ suggestions or prompts
based on location, access to occupants’ diaries and data on their habits.
MBUX is typical in the current personalisation paradigm. The primary driver part of the
KPZWSHÒHZ[OYLLJVYLHYLHZ¶HZJOPLMKLZPNUVѝJLY.VYKLU>HNLULYZ\NNLZ[LK¸`V\
simply decide what you want to see” – but beyond that, three display modes: full screen,
silent, and a performance or race mode. Meanwhile, the car learns your behaviours and
locations over time, and then presents song tracks, people to call, navigation destinations
and more, not just based on the last thing that you did, but where you are and the time of
day: for example, learning that you typically call a loved one on your way home from work,
and thus presenting their number at the top of your phone menu.
Spring 2018 45
Beyond the cars
At CES, we saw several interesting concepts which could indicate further developments for
H\[VTV[P]LHWWSPJH[PVU3.»ZYVSS\WKPZWSH`KLTVUZ[YH[LK[OL\S[PTH[LÅL_PIPSP[`VM63,+Z"
UPJOLTHU\MHJ[\YLY:R`^VY[OOHKÅL_PISL^YPZ[IHUKKPZWSH`Z\ZPUNZPTPSHY[LJOUVSVN`X\P[L
possibly previewing a future form for wearables. Samsung’s ‘The Wall’ [1] was a whopping
146-inch screen in fact made up from a series of 4x8-inch bezel tiles, allowing for modular
expansion but with joints that are seamless, creating an unbroken picture.
Wi-charge’s wireless power projection unit sits on the ceiling and induction-charges battery-
powered devices in the room below it: it does away with the need to accurately locate a
device over a charging pad. And Ultrahaptics [2] showcased a hugely impressive interactive
display which uses ultra-sound projectors to project sensations onto the hand of someone
[V\JOPUN]PY[\HSI\[[VUZPU[OLHPY"HOHYK^HYLHUKZVM[^HYLWYV[V[`WPUNRP[PZVќLYLK
CES 2018: Screens go big and bendy

It wouldn’t be CES without $QGRIFRXUVHVL]HVWLOOPDWWHUV6DPVXQJLQWURGXFHGDLQFK
some innovations in television PLFUR/('WHOHYLVLRQDSSURSULDWHO\QDPHGã7KH:DOOâDPLQLDWXULVHG
from the big manufacturers, version of those Jumbotrons you see in sport stadiums, with individual
and Sony, Samsung, LG and sub-pixels displaying a dot of colour. Prices for ‘The Wall’ are expected
TCL, among others, did not WREHDVWURQRPLFDOIRUDZKLOHDVWKHPLFUR/('VDUHWHUULEO\H[SHQVLYH
disappoint. The television, to produce.
of course, has been drifting
away from the traditional Television is even having a Frank Gehry moment thanks to LG, which
concept for some time GLVSOD\HGDñH[LEOH2/('VFUHHQWHOHYLVLRQLQDVLQXRXVã79&DQ\RQâ
now, enabled by advanced [below] grouping that reminded us of Gehry’s buildings with their
processors and now AI FXUYHGSDQHOV7KHVHSDQHOVHDFKZLWKDVOLJKWO\GLσHUHQWFXUYHG
software: we can expect to VKDSHZHUHMRLQHGWRJHWKHUDQGV\QFKURQLVHGWRGLVSOD\DQLPSUHVVLYH
VHHRXU79VEHFRPLQJLQFUHDVLQJO\PRUHGLJLWDOKXEVUDWKHUWKDQMXVW tour through a canyon of light, color and sound.
rectangular screens from which we passively absorb Top Gear reruns.
Towards this end we have seen more seamless TV integration with the The potential for this technology is huge for architectural applications,
internet, streaming services, gaming consoles, and smart hub points but also for automotive design. Imagine screens bent to the complex
for various controls around the house. curvature of dashboards, seatbacks, headrests and other surfaces,
all the while maintaining perfect resolution: it would be a revolution in
$GGLWLRQDOO\VFUHHQVDQG79OLNHFDSDELOLWLHVKDYHEHHQðQGLQJWKHLU automotive interiors. Combined with augmented reality windscreens
way into all sorts of appliances – washers, dryers, refrigerators and and side glass, the automotive interior could become a truly immersive
even toilets or ranges and cooker hoods. The GE Kitchen Hub [above] media environment.
LVDLQFKWRXFKVFUHHQUXQQLQJDYHUVLRQRI$QGURLGVRIWZDUHWR Karl Smith
control (GE-made) appliances and smart
features in the home: you can stream movies,
play music, communicate with family members
– it has all the functions of a digital hub, plus
lighting the stove-top and sucking all the
smells of your burned pot roast out of the
house with its powerful exhaust fan.
Yet if the trend is to employ a screen in every

device, there is also a movement to stop that
huge black rectangle dominating your lounge.
Both LG and Samsung make TVs that display
artwork when not engaged in video functions:
LG’s model was particularly elegant, with Van
Gogh’s ‘The Starry Night’ gracing the framed
screen. And LG also proposes to eliminate
the black rectangle by rolling it up and putting
LWDZD\FRPSOHWHO\LWðUVWVKRZHGDñH[LEOH
roll-up screen a couple of years ago, although
that screen was a mere 18 inches. This year,
/*FDPHEDFNZLWKDLQFKVFUHHQWKDWUROOV
XSLQWRLWVER[FRQWDLQHUZKHQðQLVKHGRUFDQ
stay partially raised by a few inches to display
apps and widgets for smart home controls.
46 Spring 2018
TATA H5X
Vehicle type Concept / SUV
Global head of design Pratap Bose
Head of design, Italian studio Cosimo Amadei
Chief interior designer Ermanno Seluitella
Chief colour and trim designer Kyeong Hee Shim
1SPKFDUTUBSUmOJTI 2015 / 2018
Launch Delhi / February 2018
Component Supplier
Wood-plastic composite material Renolit Group
Text Farah Alkhalisi
“The product positioning was very clear from day

VUL!^L^HU[LKP[[VILV\YÅHNZOPWWYVK\J[PU[OL
range as a company,” says Tata global head of design
Pratap Bose. “We currently play in around 70 percent
of the Indian market in terms of segments, but we
didn’t have a premium SUV – and we thought that
would be the right place to start, because of the
pedigree of the platform coming from Land Rover. It is
one of the best SUV platforms available, and it would
be a shame not to use it for what it was designed for!”
The H5X concept is built on what Tata calls ‘Omega

HYJ»6W[PTHS4VK\SHY,ѝJPLU[.SVIHS(YJOP[LJ[\YL
based on the Jaguar Land Rover D8 architecture,
albeit adapted for the Indian market: this is one
of the two new platforms that will underpin all the
UL_[NLULYH[PVU;H[HTVKLSZ0[HSZVZOV^Z[OLÄYZ[
application of Tata’s sharper, bolder and more three-
dimensional ‘Impact 2.0’ design language on an SUV.
48 Spring 2018
Spring 2018 49
50 Spring 2018
“With these two new architectures, we could take it to the next level: design was very much involved
MYVTKH`VUL¹ZH`Z7YH[HW)VZL¸>LJV\SKWSH`HZPNUPÄJHU[YVSLPUKLÄUPUNÔH[[OLZL^LYLNVPUN
[VILKLÄUPUN[OLWYVWVY[PVUZNVPUNMVY^HYK(UKMVY[OLPU[LYPVY[OPZWSH[MVYTHSSV^Z\Z[VI\PSKPU
a future-proofed architecture for the HMI.” The technology concept is crucial, he explains, given the
young, aspirational and highly-connected customers in India’s rapidly-growing car market.
These proposal sketches seen here are less representations of chronological development, Bose
ZH`Z[OHUWHYHSSLSJVUJLW[ZMVYKPќLYLU[ZJYLLUZPaLZHUKSH`V\[Z¸;OLWYPJLVMZJYLLUZPZMHSSPUNVUH
daily basis, and while we might not go on day one with a screen that goes across the IP, we want to
protect the interior design so the day that we can introduce that at our price points and positioning,
we can do it. So we really pushed it [the cockpit architecture] to the furthest limit of what we could
HJOPL]L¶[OH[PZ[OLKPќLYLUJL^LOH]LILLUHISL[VTHRLIÌLPUNPU]VS]LKLHYS`PU[OLHYJOP[LJ[\YL
“What happened with previous architectures, in many cars, the screen is embedded in the main IP
moulding, so you’re pretty much stuck with where you can go; we didn’t want this, because in India,
/40JVUULJ[P]P[`PUMV[HPUTLU[ZJYLLUZPaLZ¶[OL`»YLHSS]LY`]LY`Z[YVUNZLSSPUNWVPU[Z0[»ZYLHSS`
growing, people seeing the car as a total extension of the connected life. So we’ve disassociated
[OLZJYLLUMYVT[OLTHPU07Z\YMHJL![OPZHSSV^Z\Z[VVќLYHYHUNLVMZJYLLUZPaLZPUJS\KPUNZJYLLUZ
which will emerge in the future.”
+PќLYPUN[YLH[TLU[ZMVY[OL07JV^S]LU[ZHUKZVMVY[O^LYLHSZVL_WSVYLK"LHYS`ZRL[JOLZZ\NNLZ[H
YPJOKHYR^VVK[YPTHWWSPLKPUHIVHYKSPRLLќLJ[HJYVZZ[OL07[VWHUKVU[OLÅVVYHS[OV\NO^VVK
was not used to such an extent in the ongoing H5X project.
The three-year design programme to develop the H5X took place in Tata’s Italian studio. “We start
all our projects together. That means all three studios [Turin, Italy; Coventry, UK; and Pune, India]
WHY[PJPWH[LPU[OLZRL[JOWYVNYHTTL[OLPUP[PHSWOHZLVMPKLH[PVUHUK[OLU^LJOVVZLKPќLYLU[
studios based on capacity and how we are placed,” says Pratap Bose.
The Tata team worked with JLR to develop the D8 platform (which underpins the current Land Rover
+PZJV]LY`:WVY[PU[V[OLº6TLNHHYJ»Z\WWVY[PUNH;H[HZWLJPÄJHYJOP[LJ[\YLZ[YVUNS`KL[LYTPULKI`
[OLPU[LYPVYKLTHUKZ¸;OLYLX\PYLTLU[ZLZWLJPHSS`MVY[OLZLJVUKYV^VMZLH[ZHYLKPќLYLU[PU0UKPH
so we adapted the platform and ‘top hat’,” says Bose. “So our headroom, leg room and shoulder
room are a little more generous than in a Disco Sport. Cars in India are not necessarily owner-driven,
as in Europe, so the second row is extremely critical – most cars are bought and sold on the physical
WHYHTL[LYZVM[OLZLJVUKYV^:V^L[YPLK[VVW[PTPZLL]LY`ZPUNSLTPSSPTL[YL^LJV\SKÄUK¹
The rear seats recline, the base sliding forward and backrest sliding down, and the front passenger
seat can fold to form a foot-rest, again enhancing the passenger experience – “business class travel
in the back,” says Bose. The centre console and its touch-controls slide, and the backs of the front
ZLH[ZOVZ[ZJYLLUZ¸(SSV\YPUMV[HPUTLU[Z`Z[LTPZKLZPNULK^P[O/HYTHU¹)VZLHKKZ¸/HYTHUOHZ
IYHUKZMYVT1)3[V/HYTHU2HYKVUZV^LJHUVќLYKPќLYLU[YHUNLZH[KPќLYLU[WYPJLWVPU[Z;OH[»Z
one of the fundamentals: we lead in India in terms of HMI, connectivity, infotainment, those are very,
very important.”
(KPZ[PUJ[P]LNYHWOPJWH[[LYUPZHWWSPLK[VZLH[\WOVSZ[LY`ÅVVYPUNHUKV[OLYLSLTLU[Z¸>LJHSSP[[OL
[YPHYYV^HUKP[»ZWHY[VMV\Y0UKPHUPUÅ\LUJL¹ZH`Z)VZL¸;OLYL»ZHSV[VM\ZLVMNLVTL[YPJWH[[LYUZ
in our architecture, especially in Indian Mughal architecture from the 16th and 17th centuries, and
^L^HU[[VYLÅLJ[[OH[PUHJVU[LTWVYHY`^H`0[HSZVYLÅLJ[Z[OL[OYLLI\ZPULZZLZPU;H[H4V[VYZ
the passenger car, commercial vehicle and defence divisions. It’s on the roof as well, and when the
Z\USPNO[ÄS[LYZ[OYV\NOP[JHUJHZ[H]LY`PU[LYLZ[PUNKÙHTPJZOHKV^0[»ZQ\Z[HSP[[SLZ\IJVUZJPV\ZUVK
to India.”
Spring 2018 51
“You can’t escape the kind of role technology plays in the
interior of a car, but I never wanted that to overpower the
interior,” says Pratap Bose. “It shouldn’t only be about these big
screens, I didn’t want that to be the only story. So it was also
about bringing in an element of warmth, using the materials,
[OLÄUPZOLZ[OLMVYTZ[OLZOHWLZ[VYLHSS`NP]LHZLUZLVM
comfort, of cutting yourself [from the outside world] if you want
to, especially in the second row.”
Bose points to the mix of textiles: “We wanted to challenge the

preconception in India, and in many parts of the world, that
SLH[OLYKPYLJ[S`ZPNUPÄLZS\_\Y`>LIYV\NO[PUMHIYPJHUKSLH[OLY
juxtaposed against each other: you’ve seen that a lot in travel
goods, really nice canvas and leather, bringing in that feeling
^HYT[OVM[HJ[PSP[`Q\Z[KPќLYLU[[L_[\YLZHZ`V\»YLZP[[PUNPU[OL
car and your hand runs over a material.” Particular attention has
been paid to the stitching and treatment, he adds.
(NYL`[L_[PSLPZHWWSPLK[V[OLKVVYJHYKZ"[OV\NO[OPZPZUV[[OL
more expensive Kvadrat fabric as used by Land Rover, it gives a
ZPTPSHYLќLJ[;OLNSVZZISHJRVM[OL[V\JOJVU[YVSZHUKZJYLLUZ
alongside the more matte silver of the metallic elements, set
Vќ[OLYPJOIYVÛVM[OL\WOVSZ[LY`HUK[OL^VVK¸>LSLM[[OL
wood very much untreated, or with very minimal treatment,
and it’s a completely natural feeling,” says Bose. However, the
^VVKLUÅVVYHUKKHZO[VWZLLUPU[OLLHYSPLYZRL[JOLZKPKUV[
THRLP[[OYV\NO[V[OLÄUHSZOV^JHY
52 Spring 2018
The lower part of the two-piece tailgate folds down to form a deck or seat. “SUVs are
a lifestyle product, and people are getting out more and more for recreation in India,”
says Bose. “We just thought it’s a little place for a couple of kids to sit, or for you to
enjoy the view.” The sketches show proposals as to how the boot space could be
JVUÄN\YLKILOPUK[OLYLHYI\SROLHK
The side steps also fold down to aid access in and out of the cabin. “Lots of women
in India wear saris, and people tend to live in larger families with elderly people,” says
Bose, “so we said ‘what can we do to the side step? There’s always a side step
which is stuck on: can we integrate that in a nicer way so it becomes part of the
design?’ It actually becomes the rocker panel or the side body protector, and then
when you open the doors it deploys; it comes into play only when you need it, and it
hides away as a bodyside protector.”
Spring 2018 53
;OL/?ZOV^JHYPZWPJ[\YLKOLYLH[[OLZ[\KPVWYPVY[VP[Z\U]LPSPUNH[[OL+LSOP(\[V,_WV:VTL
percent of the concept will make it to the upcoming production model, says Pratap Bose, who notes that
creating an SUV to sell at a suitable price-point for the Indian market has been a challenge. “There’s an
LU]LSVWLPUÔPJO`V\VWLYH[LI\[P[»Z[OLILZ[[YHKLVќ`V\THRLHZHNYV\W!ÔLYL`V\YLHSS`ZWLUK[OL
TVUL`PZÔLYL[OLJ\Z[VTLYHWWYLJPH[LZP[(UK[OH[»Z[OLSPUL`V\ULLK[V\UKLYZ[HUK0ZLLHSV[VM,\YVWLHU
JVTWHUPLZHUKPUKLLK(ZPHUJVTWHUPLZÔVLU[LY0UKPHHUK[OL`KVU»[ULJLZZHYPS`RUV^ÔLYL[OH[SPULPZ0[
takes time and experience to understand what the customer will pay for, appreciate, and give value for.”
Bose stresses that the home market is the initial priority, though Tata has, unsurprisingly, ambitions to sell this
SUV outside India in future. “In terms of design and engineering, it’s exactly the same product now: all the
Z[HUKHYKZH[[OLSL]LSVMHYJOP[LJ[\YLPU[LYTZVMZHML[ÙVYTZ(+(:PU[LYTZVMILPUNM\[\YLWYVVMLK^LKVU»[
distinguish between global and Indian any more,” he says. “These are completely global products in terms of
design and engineering. So once we’ve consolidated the India market position, we will certainly think of going
beyond the shores – but it has to be a meaningful entry into any overseas market, we won’t go there just to
LZ[HISPZOHWYLZLUJL0[»ZNV[[VILZVTL[OPUN[OH[`V\IYPUN[V[OLNHTL[OH[THRLZHKPќLYLUJL¹
TATA H5X
Length 4575mm
Width 1960mm
Height 1686mm
Wheelbase 2740mm
Read the full design development story online:

cardesignnews.com
Our view: The H5X is a well-balanced, convincing and

soundly on-trend show SUV – although a lot of surfacing,
including an echoing of the wheelarch eyebrow multiple times,
had to be done to avoid a slabby bodyside here. Inside, the
natural, untreated wood contrasts nicely with the cutting-edge
screens. Michael Gooderham
54 Spring 2018
in association with
25th April 2018, The Chao, Beijing
cardesignnews.com/bjg18
Meet acclaimed car designers for

an exclusive evening of networking
Car Design Night presents Gold partner Silver partners
TECHNICON DESIGN
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56 Spring 2018
TATA 45X
Vehicle type Concept / supermini
Global head of design Pratap Bose
Head of design, UK studio Martin Uhlarik
Chief interior designer Aurelien Doisy
Chief colour and trim designer Kyeong Hee Shim
Project started / completed 2015 / 2018
Launch Delhi / February 2018
Component Supplier
Wood-plastic composite material Renolit Group
Spring 2018 57
58 Spring 2018
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^VYKZ0ZH`[OLU[OLKLZPNULYZYLHSS`[YHUZSH[L[OH[PU[VMVYTZHUKZOHWLZ¹ The lower screen contains controls for HVAC and infotainment. “Sometimes when
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Spring 2018 59
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60 Spring 2018
TATA 45X
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cardesignnews.com
Our view: ;OL?»Z[OYLLKPTLUZPVUHSKLZPNUWYV]LKOPNOS`JVU]PUJPUNÔLU^LZH^P[PU

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[OPYKJVUJLW[JHYVUZOV^PU.LUL]HMichael Gooderham
Spring 2018 61
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Global design recruitment

R
“ ecruiting is not just about sending portfolios and CVs – the most
important aspect is mutual trust,” say Martin Groschwald and Daniel
Schoenfeldt, the co-founders of Konzepthaus.
“
Having worked as headhunters for several years in the heart of

London, in 2014 the pair conceived the idea for a unique boutique-style
agency specialising in recruitment for the automotive design industry.
From previous experience in this sector, and with their backgrounds in
graphic design and business studies, both felt that it was time to start HQ Munich
something new. Nonetheless, “the most important aspect for us was the Founded 2016
fact that we were always striving to provide the best service possible to Contact contact@konzepthaus-consulting.com
the people that we work with,” says Daniel.
The decision on the 'Konzepthaus' name was made intuitively in
almost an instant, but choosing a suitable city in Europe in which to base www.konzepthaus-consulting.com
the agency proved a landmark decision. Daniel originally comes from
Hannover and Martin from Stuttgart; both wanted a location that would
Ä[HSSVM[OLJVTWHU`»ZULLKZ;OL`KLJPKLK\WVU4\UPJOHZ[OLPKLHS
starting point for the business and its journey: it is close to many design
studios, and also to BMW and, nearby in Ingolstadt, Audi. “FC Bayern
Munich was not the only reason to move to Munich,” jokes Martin.
In January 2016, Konzepthaus started in a small room as subtenants,
“FC Bayern Munich was not the
HUK[OPZ`V\UNÄYTOHZZPUJLNYVÛ[V[HRLHUVѝJLÅVVYPUHI\PSKPUN
near the famous Königsplatz [pictured, right]. Now it has seven
only reason to move to Munich”
employees, and has established itself by supporting design studios for
new brands as well as for well-known global OEMs and suppliers.
“We build worldwide studio partnerships by focusing on the individual
ULLKZVMLHJOJSPLU[ÔL[OLYP[»ZHYLZ[Y\J[\YPUNVMPU[LYUHS/9WYVJLZZLZ
or hiring schemes,” says Daniel. “We have already been involved in
building up design studios from scratch for start-ups, linking our expertise "Our focus really lies in helping
in consulting on internal management and hiring structures.”
The Konzepthaus team works closely with their clients' management
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well as to cover activity peaks with external consultants and temporary
contractors. Due to their niche focus on automotive design, they are
right skill but, most importantly,
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series of roles across the design process. “The areas for which we recruit the right personality"
range from sketching, 3D modelling, visualisation and UI/UX design, to
physical modelling and studio engineering,” says Daniel.
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and, says Daniel, “being able to provide a 360-degree consultancy to
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the right skill but, most importantly, the right personality. We realised that
many companies have not yet adopted to a modern-day design hiring
structure. So our expertise and constantly forward-thinking approach has
helped them to build entire design studios from scratch, and to redevelop
their existing structures to be prepared for the new challenges that have
arisen over the past few years."
“All of this is, of course, only possible if there is a mutual understanding
and trust in this relationship, especially since we are very much involved in
the day-to-day activities to fully understand our partners and their plans,”
Martin notes.
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done where nobody else can help” – and he says that the company is
KL[LYTPULK[VIL[OLÄYZ[WVPU[VMJHSSNSVIHSS`ÔLUP[JVTLZ[VOPYPUN
extraordinary talents in the design industry.
"Our job is to solve a problem, so we’re here to get

things done where nobody else can help"
SPONSORED FEATURE
TVR GRIFFITH
=LOPJSL[`WL Production / sports coupé
*OHPYTHU.VYKVU4\YYH`+LZPNU Professor Gordon Murray
*YLH[P]LKLZPNUKPYLJ[VY Kevin Richards
Senior designer, interior Zachary Seward
Alias modelling Michal Vlcek
7YVQLJ[Z[HY[LKJVTWSL[LK May 2015 / September 2017
3H\UJO Goodwood, UK / September 2017
+LZPNUKL]LSVWTLU["P:[YLHTJOHZZPZP:LH[ Gordon Murray Design (GMD)
;L_[ Nick Hull
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64 Spring 2018
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WHULSZ;OLYL»ZUVNSV]LIV_¶I\[[OLOH[JOIHJRSH`V\[H[SLHZ[VќLYZZVTLWYHJ[PJHSP[`
(ZLYPLZVMJ\Z[VTLYJSPUPJZ^LYLOLSKPU4HYJO^P[OWVZP[P]LYLZ\S[Z¶HUKZVTLKLWVZP[ZWHPK
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TVR GRIFFITH
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3LUN[O 4300mm
4HKLJVTWSL[LS`PUOV\ZLH[.4+[OPZÄYZ[.YPѝ[OWYV[V[`WL[LZ[LKV\[[OLP:[YLHTWYVK\J[PVUWYVJLZZ >PK[O 1850mm
¶HUKOV^[OPZZÙJOLK^P[O[OLYVSLVMKLZPNU¸.4+PZHULUNPULLYPUNSLKJVTWHUÌ\[LHJOWYVQLJ[
^LKV^LHYLLZJHSH[PUN[OLH^HYLULZZVMKLZPNU^P[OPU[OLJVTWHU`¹:L^HYKJVUJS\KLZ¸5V^^L /LPNO[ 1240mm
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cardesignnews.com
Our view: >OPSL;=9OHZHYLW\[H[PVUMVYILPUN\[[LYS`
^PSK[OPZSH[LZ[WYVK\J[¶KPZWSH`LKH[.VVK^VVK
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L]PKLUJLHZ^LSSHZ[OL[`WPJHSV]LYHSSJVTWHJ[ULZZ
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ISHJRZ[HYZ[`SLÔLLSZTLHZ\YL PUJOLZH[[OLMYVU[
H[[OLYLHYMichael Gooderham
68 Spring 2018
DESIGN YOUR FUTURE
Overall winners of Car Design Awards China 2017, Liu Xingru and Zhang Heng from Hunan University
Network with top Chinese

design talent and world
renowned car designers
Awards ceremony: 24th April 2018, the Space 798 Art Factory, Beijing
Gold sponsors Brief sponsors Premier partner
School partner
Silver sponsor Media Partners
Register Now: cardesignevents.com

GAC ENVERGE
Vehicle type Concept / crossover
Vice president, head of design Fan Zhang
Assistant director, interior design department Yu Feng
Chief engineer, interior design department Stephen Chen
Interior designer Alexander Suvorov
Colour and trim designer Zongxuan Wang
Project started / completed 2016 / 2017
Launch Detroit / January 2018
¸>LILSPL]L[OH[/40<?^PSSILHJVYL[YLUKHUKHIPN]HYPHU[BKPќLYLU[PH[VYDPU[OLJHY
industry in the future, which gives us much room to imagine the possibilities,” says Fan
Zhang, GAC’s vice president and head of design. “During the design process, we always
put users in the most important position. We break some routines, the space layout
is all designed for people. At the same time, the intelligent vehicle system is ‘thinking’
HUKZLY]PUNWLVWSL;OLÅV^VMPUMVYTH[PVUIL[^LLU[OLO\THUPUZ[Y\J[PVUZHUK[OL
THUTHJOPULPU[LYHJ[PVU^VYRPUNLѝJPLU[S`^PSSILPTTLKPH[LS`JSLHYS`PU[LYWYL[LKHUK
implemented by the car.”
HMI and UX were key elements in this project, in which the aim was to attract and
impress young people as well as to explore a new approach for designing electric
vehicles. Zhang describes the target user as a “neo-geek who shows curiosity for
the unknown, and is keen on intelligent equipment,” and says that while the Enverge
represents a conjunction of the digital world and reality, it is also a practical vehicle for
IV[O\YIHUSPMLHUKVќYVHK[HZRZHRTIH[[LY`YHUNLPZJSHPTLKHSVUN^P[O^PYLSLZZ
charging capability).
70 Spring 2018
Spring 2018 71
;OLTVU[OWYVNYHTTLILNHUPU¸0[VYPNPUH[LKMYVT
HWYVZWLJ[P]LYLZLHYJOBWYVQLJ[DÔPJOMVJ\ZLKVU[OLL_WSVYH[PVU
of future EV design language,” says Fan Zhang. “Our design team
NV[HSV[VMPUZWPYH[PVUMYVT[OPZÔPJOL]VS]LKPU[VZVTLZWLJPÄJ
forms and sketches.”
Some 10-15 sketches were chosen to go forward, following three

main themes. “One direction stressed the new language of electronic
[LJOUVSVN`HUV[OLYVUL\ZLKT\ZJ\SHYSPULZHUK^LÄUHSS`JHTL
[VH[OLTL[OH[TLKPH[LKIL[^LLU[OL[^V¹ZH`ZAOHUN¸;OLÄUHS
theme of Enverge interprets a blend of an EV’s high-tech feeling and
perceived automotive spirit.” For the interior, this was illustrated by a
RL`ZRL[JOBDZOV^PUNHM\[\YPZ[PJPU[LYPVYJHWZ\SLPUÔPJOO\THU
and machine are symbiotically connected.
(ZSPTºÅVH[PUN»KHZOIVHYKLTWOHZPZLZHZLUZLVMSPNO[ULZZ[OL[LHT
aiming to create the feeling of a space capsule and to allow the driver
to focus on the road ahead without feeling constrained. “We wanted
the dashboard to be organically fused into the vehicle’s framework,
and to be light yet robust, that’s why it’s made from the same material
as the cabin structure,” explains Zhang. “We also kept the dashboard
clean, without adding on any excessive details.”
Alexander Suvorov’s images show the wing-style cockpit layout with

its wide, angled screen and a gaming feel, underlined by the joystick-
like steering wheel.
72 Spring 2018
;OLJLU[YHSS`TV\U[LKZOLSS[`WLMYVU[ZLH[ZHSTVZ[OV]LYV]LY[OLÅVVYHUK^LYL
conceived to combine a ‘knitted’ 3D fabric with high-density transparent coverings at the
IHJR"[OL[LHTKLZJYPILZ[OLZLSPNO[^LPNO[TH[LYPHSZHZºZJPÄPUZWPYLK»;OLZJ\SW[LKYLHY
seats are integrated into one piece with a central dividing structure but separate upper
backrests. The rear-seat entertainment experience was intended from an early stage to
include panoramic augmented-reality glasses.
Audio equipment is integrated into the aluminium inserts of the wide door panels. “We
were thinking about how to make the door as an art piece, and how to keep its simplicity,”
says Zhang. “For that reason, 3D printing was proposed to manufacture the main
door panel, which also helped us reduce its weight.” 3D printing was also used for the
patterned transparent roof panel.
Spring 2018 73
;OLKHYRTVUVJOYVTH[PJH[TVZWOLYLYLÅLJ[Z[OLPUÅ\LUJLVMNHTPUNHZ^LSSHZHTVKLYU
aircraft cockpit. The tastes and preferences of young American consumers in particular
were considered, and inspiration was drawn from sportswear, as seen in GAC’s mood
IVHYKZB[VWD;LJOUPJHSMHIYPJZHUK[L_[PSLZ^P[O+Z[Y\J[\YLZHUKLќLJ[ZHYLJVTIPULK^P[O
aviation-grade aluminium, glass-like acrylic and 3D-printed composites for light weight and
the desired futuristic feel.
¸;OLKLZPNUWOPSVZVWO`PZº]PY[\HSHUKYLHSP[`»¹ZH`Z-HUAOHUN¸;VLUOHUJL[OLºÅVH[PUN
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by transparent acrylic, which is dyed grey and covered by mask-sprayed patterns. The
KHZOIVHYKZOV^Z[OPZZ[YVUNPUULYZ[Y\J[\YLJV]LYLKI`[OPZÅVH[PUNWH[[LYU4VYLHUK
more lightweight materials will be applied to our designs in the future, reducing weight and
ensuring structural strength at the same time – and bringing a sense of fashion as well.”
Physical modelling was an important part of the process for both exterior and interior design,
with quarter-scale clays followed by full-size by mid-2017; leading the exterior design was
Ka Dan, with exterior designers Martin Amazarian and Junkai Yang. The design process
was completed in GAC’s home city of Guangzhou, and the show car then built by a supplier
near Shanghai. Zhang points out: “The most mature industrial chain of automobile model
production and parts processing in China is focused here in the Yangtze River delta region,
close to world-class level.”
74 Spring 2018
Spring 2018 75
Spring 2018
“Enverge focuses all the displays and operations on a horizontal large
screen, adapting people’s habits on tablets and smart devices nowadays,”
says Fan Zhang. “We saved a lot of physical buttons. The operation mode
PZTVYLZPTWSLHUKKPYLJ[B`L[D[OLKPZWSH`VMPUMVYTH[PVUPZTVYLHI\UKHU[
and diverse.”
All four seats have roof-mounted headrests, with ‘hidden’ speakers on

the sides of each to give each occupant their individual surround-sound
LќLJ[Z(KKLK[V[OPZPU[OLYLHYHYL[OLZ\WWSPLK(9NSHZZLZ;OLZL¸IYPUN
the experience of a virtual ride to passengers,” says Zhang, adding: “Our
concepts always incorporate latest technological advancements, such as
the window switching between two modes: holographic display screen
and transparent glass.” To develop the integration of new technologies like
this, he says, GAC has established a pilot project team, “mobilising talents
MYVTKPќLYLU[KLWHY[TLU[Z[VQVPU[OPZZWLJPHSPZLKNYV\WÔPJOPZPUZWPYPUN
us a lot.”
Spring 2018 77
The Enverge design project was completed at the end of 2017 and the show car was unveiled in Detroit
in January 2018. “From our perspective, the US market is very important, and we are trying our best to
understand it,” says Fan Zhang. “We have been sending our local designers to the United States for training.
In addition, we are setting up our advanced design R&D centre in Los Angeles.”
GAC ENVERGE
GAC intends to launch a compact electric SUV in the US in 2019, and this is previewed to some extent by Length 4350mm
the Enverge. The production version is unlikely to get the show car’s huge voice-activated ‘wing’ doors and
two-mode side windows, of course, but we hope that it will retain much of the same sense of playfulness Width 2020mm
and fun. Height 1700mm
Wheelbase 2650mm
Read the full design development story online:

cardesignnews.com
Our view: This concept crossover EV from the Guangzhou
Automotive Group ticks just about every fashionable box there is at
the moment. It’s activated by the user’s voice, turning on the slim
3,+SPNO[ZHUKVWLUPUN[OL]HZ[KPOLKYHSI\[[LYÅ`^PUNKVVYZVU
LHJOZPKLÔPJOHKK[V[OLº-S`PUN+ÙHTPJZ»KLZPNUWOPSVZVWO`
Furthering the gadgetry is a roof box for storing drones, hoverboards
and other cool Millennial things like that, and the front foglights can
be detached and used as torches for outdoors activities. As on any
good student project now, the side windows are ‘iced’, and from
the outside there appears to be no DLO in the bodysides – because
AR will make the view out better than real life. That said, the exterior still has the impression of a DLO-like
presence, much like an EV’s pretend grille, given by fading the light catcher back in above the waistline
and creating a protruding surface near the rear pillar.
Michael Gooderham
Spring 2018 78
The world’s foremost yearbook for the car design community
2017’s best concept and production cars judged
by the world’s top designers
Includes:
Expert trend analysis
Superb design and photography
The best students of 2017
Lifetime Achievement Award winner
To be launched at Car Design Night Geneva 2018

5 INSPIRATIONS
Eugene Berman/Shutterstock.com
SAMUEL CHUFFART
Global design director, Icona
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The Shanghai Tower Lamborghini Marzal (1967)

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:WYPUN
www.dinamicamiko.com
PIONEERING SUSTAINABILITY
IN THE MICROFIBER PRODUCTION.
We believe in nature, and we respect it.

We have chosen to produce Dinamica®,
the first and only microfiber that guarantees
eco-sustainability along its whole production cycle.

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SPRING 2018

Premium aesthetics. Powerful performance. Naturally

Your drive is ours.

PERSONNEL p32 FOCUS Technology

The overall shape is well-proportioned,

As for the detail design, a very iconic ‘V’ shape is carefully

Available positions for Car Designers:

Candidates should send their CV and portfolio to DFVHR@dﬂ.com.cn. Attachments should be

Reichman adds that “we can be brave, it’s a totally new

LAGONDA VISION CONCEPT

Text Nick Hull

The steering column assembly at the front of the cabin can

The front seats can fold and rotate to allow

There is, therefore, no wood or leather; Marek Reichman

Although the steering wheel is trimmed in cashmere,

LAGONDA VISION CONCEPT

Text Nick Hull

The 18-month Nucleus project started in late 2016 with this

Gwenael Pennarun, chief designer in Shanghai, outlined

While the development of the exterior was strongly led by

Parent company :[HUKL_,UNYH]PUN4VSK;LJO

Centre screens had begun to move towards a portrait-format

The ‘hypervisor’ part means that, in essence, the chip’s resources

Beyond that, expect screens to begin integrating with windows as

Yanfeng Automotive Interiors (YFAI) is the global leader in automotive

At CES, start-up OEMs including Byton touted the integration of

Mercedes-Benz has developed its own new, dedicated voice control

Faurecia Morphing Instrument Panel

Getting personal, contextually

CES 2018: Screens go big and bendy

Yet if the trend is to employ a screen in every

Text Farah Alkhalisi

“The product positioning was very clear from day

The H5X concept is built on what Tata calls ‘Omega

Bose points to the mix of textiles: “We wanted to challenge the

Read the full design development story online:

Our view: The H5X is a well-balanced, convincing and

25th April 2018, The Chao, Beijing

Meet acclaimed car designers for

Car Design Night presents Gold partner Silver partners

Text Farah Alkhalisi

Our view: ;OL?»Z[OYLLKPTLUZPVUHSKLZPNUWYV]LKOPNOS`JVU]PUJPUN^OLU^LZH^P[PU

Global design recruitment

Having worked as headhunters for several years in the heart of

"Our job is to solve a problem, so we’re here to get

+LZPNUKL]LSVWTLU["P:[YLHTJOHZZPZP:LH[ Gordon Murray Design (GMD)

;L_[ Nick Hull

Network with top Chinese

Gold sponsors Brief sponsors Premier partner

Silver sponsor Media Partners

Register Now: cardesignevents.com

Text Farah Alkhalisi

Some 10-15 sketches were chosen to go forward, following three

Alexander Suvorov’s images show the wing-style cockpit layout with

All four seats have roof-mounted headrests, with ‘hidden’ speakers on

Read the full design development story online:

To be launched at Car Design Night Geneva 2018

The work of Zaha Hadid Cheongsam dress

The Shanghai Tower Lamborghini Marzal (1967)

We believe in nature, and we respect it.

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Parent company :[HUKL_,UNYH]PUN4VSK;LJO

Our view: ;OL?»Z[OYLLKPTLUZPVUHSKLZPNUWYV]LKOPNOS`JVU]PUJPUN^OLU^LZH^P[PU

+LZPNUKL]LSVWTLU["P:[YLHTJOHZZPZP:LH[ Gordon Murray Design (GMD)