Size-wise, there’s a world of difference between a car and a mobile phone. But when it comes to design, they should be much closer together than they currently are.
Go deeper with GlobalData
That’s the view of former Hyundai designer Jeanne Marell, now head of design for colours, materials and decorations at mobile phone maker Nokia.
Marell worked for Hyundai on concept cars and the just-launched i30 compact hatchback and believes vehicle designers could learn a lot from their mobile phone counterparts.
“The way Nokia approaches design is quite different to when I was with Hyundai. We are taking a more human approach which I think is missing from automotive. Currently it doesn’t get inspiration from people and how they live their lives,” she said.
Marell used a special edition version of the Nokia 8800 as an example. It was 18-carat gold-plated with unique ring tones, and aimed at the premium customer who wants the functionality of a phone but with the style of a piece of jewellery.
How well do you really know your competitors?
Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.
Thank you!
Your download email will arrive shortly
Not ready to buy yet? Download a free sample
We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form
By GlobalData“In the car industry people are still using demographics to design. But it’s not about creating a first car for 20-somethings in western Europe.
“It’s not about where they live or what budget they have. It’s about their aspirations; designers need to find out what they want to use the car for – is it a mode of transport or something they want to show off? And work from that.”
