Purchase Erythromycin, Drew Smith is an automotive design strategist and journalist. He offers a refreshing take on car design with his blog DownsideUpDesign. Strategic Aesthetics interviewed Drew to get a better understanding of the transportation design from a strategic point of view.
Please tell our readers a little bit about yourself. How did you become a transportation design strategist?
I started a PhD looking at the perception of form at Coventry University, one of the two English Ivy Leagues as far as automotive design is concerned, Discount Erythromycin, and had come to realize that I would benefit enormously from gaining some experience in the industry. I had a vague notion of design strategy from my days as an Industrial Design student in Sydney, Australia. However, in all the time I was at Coventry, design strategy was never promoted as a career path, Purchase Erythromycin. I started researching companies that offered these services on a consultancy basis to automotive design studios. After weeks of searching, just one name came up, buy Erythromycin online cod, for a firm located near Frankfurt, Germany. One of my colleagues knew one of the principals pretty well and the introduction was made. I left my jobs as lecturer and senior designer in a small industrial design studio and began working, Erythromycin maximum dosage, on a freelance basis, for the company in May 2008.
What is your definition of Strategic Aesthetics?
For me, strategic aesthetics is about recognizing the combined powers of beauty and forward thinking. Purchase Erythromycin, There are many examples of products and services that have beauty but a poor sense of context, leading to waste and inefficiency. There are fewer examples, but still a significant number, of products and services that nail the context and content, low dose Erythromycin, but crucially lack the emotional pull to allow them to capitalize on their, for want of a better term, "goodness." When you bring aesthetics and strategy together you have the tools to create products that can be catalysts for change, both from an economic standpoint and from a socio-cultural perspective.
What carmaker has the best design strategy. Erythromycin australia, uk, us, usa, Who is executing their strategy the best?
Putting my personal design taste aside there seems to me to be two companies that are currently doing well with regards to aesthetic strategy. The first is Audi. They have somewhat taken over the mantle that BMW, and to a lesser extent Mercedes, used to hold of producing highly consistent, infallibly well-resolved designs, where to buy Erythromycin. It's easy to argue that it's not a highly visually innovative approach, but it has had an extremely positive impact on their sales figures, Purchase Erythromycin. They have also stuck with core models and market positioning that build their brand image, rather than detract from it unlike BMW (5 GT, X6) and Mercedes (R-Class, CLC, Kjøpe Erythromycin på nett, köpa Erythromycin online, GL). The premium market place is a highly conservative one and, by and large, premium consumers like a brand that doesn't rock the boat too much.
The second is Mazda, a company which I covered recently on DownsideUpDesign
. The caveat here is that I'm referring to their Nagare series of concept cars, canada, mexico, india
, which as of today, have still not been transferred into production. Mazda set out to achieve a truly unique Japanese sense of premium with these concepts and they achieved it, without question. Purchase Erythromycin
, The real difficulty has arisen when they have tried to translate key design elements into production vehicles and it suggests that either it's too expensive to do properly or they aren't trying hard enough. Erythromycin over the counter
, The grille of the new Mazda 3 MPS, for example, is meant to be a direct translation from the Nagare cars into the production realm. Sadly, it just ends up giving the car a rictus grin. No manufacturer in recent memory has spent so much money or, Erythromycin schedule
, more importantly, design effort on creating such a beautiful series of cars based on a superbly strong design theme. My fear is, however, Order Erythromycin no prescription
, that if they can't get really tangible examples into production soon, the effort will have been wasted.
As far as real design strategy is concerned, which, when it com es to the automotive industry is about looking at ways to solve both issues of long-term sustainability and urban mobility, nobody has really stepped up to the plate with a convincing, visible commitment, online Erythromycin without a prescription. Toyota has been playing at the edges for a few years now with their iUnit/iSwing/Winglet concepts and BMW has outlined Project-i which will provide "premium" urban mobility solutions starting in 2015, Purchase Erythromycin. From where I sit it's still not enough. Toyota is aping the questionable Segway model, BMW is focusing on too small a customer group and nobody is taking a really hard look at the whole-of-life impact of building and selling new cars.
I do think that the automotive industry is at a disadvantage when it comes to strategic design because, traditionally, Rx free Erythromycin
, the product lead times have been so long that it's a real, but not insurmountable, challenge to project far enough forward to ascertain what will be appropriate for the long term. The counter argument to this, of course, is that the industry has had it's head stuck in the sand for far too long, Erythromycin pharmacy
. This and the fact that the auto makers have developed into monolithic bureaucracies that can't respond fast enough to change. There are a lot of brilliant minds in the car design community being strangled by the very companies they love. It's been interesting to watch, over the last couple of years, Erythromycin no rx
, as high-profile players have started to drift away to found or join start-ups, like Mindset
, that are small, focused and don't suffer from the burden of history and red tape. I think it's in these companies that strategic automotive design will really take off.
Check back for the second part of our interview where Drew gives advice on how designers can be more strategic.
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