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A quick question to spur discussion and should also be applicable to product design in general:
Based on the concept that the U.S. consumer believes foreign cars are superior to American (I’m not saying it’s undeserved due to past products), what is the one big thing U.S. automakers should offer in product design, or function to alter this stigma?
Ever since I can remember, I’ve been drawing cars. I grew up loving to draw, paint, take pictures, take things apart, and put things back together. I suppose, becoming an Industrial Designer was one of the simplest decisions I’ve ever made. Read more...
First I have to say there isn’t only ONE thing US automakers must do but many things they must do. It is a complicated answer with many variables. I personally feel that US automakers cater their autos to consumer appeal instead of leading them with what is best. Its as if we are giving Joe six-pack what he wants and the problems begin when we don’t realize Joe six-pack doesn’t know best. The American lifestyle is one of excess which is why we are currently dealing with this sorry economy. I for one own a BMW and swear by the brand. Take BMW for example and how they truly innovate (the GINA is a prime example)with little regard to what the consumer thinks is best.They, through inspiration and hard work, blaze their own path and the consumers follow, not the other way around. If I had to sum it up I’d say Japanese automakers are concerned with efficiency, European automakers are concerned with performance and US automakers are concerned with making huge profits.America has some great automobiles in its history but this latest bailout crap has many Americans pissed and looking elsewhere. It’s no secret GM and others killed a lot of these technologies in their infancy 30 years ago. American car makers are now reaping what they’ve sown.These are all just my opinion and for the record I am an American and also a designer (not autos). Rob you’re site rocks, I dig you’re work and I look forward to more of your content.
Headplow,
Thanks for the comment. It’s interesting to hear other people’s perspective on this subject. I especially liked your “sum-up” of each manufacturer. That’s kind of my point and question I’m interested in. It feels as though people have created boxes in their mind and placed each company in its respective box, i.e. foreign cars fit in the premium or aspirational and domestic fit in the affordable or everyday box (to speak generally). What would change your perception? I think for each person this answer would probably be different. Personally, I can’t speak as a representative of Ford, but as an employee, I’ve been really impressed with their dedication to raising the level of product quality (Sorry if this sounds like a Ford commercial, but this is drummed into us on a day to day basis and I have noticed a huge difference in our products), but I think this plus exciting design will really start changing these perceptions.
Thanks again for sharing your thoughts!
-Rob
Headplow, you pretty much stole the words out of my mouth. I’m definitely on the same page when it come to the US automakers’ goal, vs Japanese and European. Rob, great question, except it’s impossible to come up with that “one” thing.
There are probably at least 10 things that the big 3 – not big anymore sadly – need to urgently change. If anything, I’d say commitment to design equity (i.e. the soul of a brand), true quality, and consistent innovation. When you see a bmw, or a mercedes, from decades ago to now, you see a clear evolution of the design, and the “soul” of the brand brought out in the details, proportions, etc. When I look at virtually any American brand, especially GM, it’s a crazy inconsistency, nothing recognizable sticks in my mind, every model year it’s something different, and majorly hit or miss. It’s like a never-ending experiment.
One thing I’ll add is US automakers appear to be super-heavy marketing-driven, at least in the past number of years. Instead of a new car selling itself (i.e. Honda), in their commercials I see constant forcing of whatever perception they want public to form.
I saw an ad in some magazine once by Bmw, where they made a point that they’re not owned by some giant conglomerate, but an independent automaker. So they focus on creating exciting cars, not “multi-brand portfolio management”. Focus is something the big 3 have been lacking.
Btw, I am an industrial design also, not an automotive one.