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.
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.
“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.”