Cevap: GELECEĞİN VOLVOLARI

12 yıl

Yarbay

Konu Sahibi

The design direction of Thomas Ingenlath:

Releasing the full potential of the Volvo brand

The work of Thomas Ingenlath, Senior Vice President Design at Volvo Car Group, has been one of the best-kept secrets in the automotive industry for over a year. Until now.

“Volvo Cars was already transforming rapidly when I joined the company in 2012. My team and I have focused on creating a new interpretation of the design language. It will help taking this great brand in the desired direction,” says Thomas Ingenlath.

This is how Thomas Ingenlath expresses the new design direction for Volvo Cars.

Why Volvo Cars?

“Everyone that knows me well would agree that Volvo is a perfect match for me. I have never been an instant crowd-pleaser who likes fast and loud designs. I am thoughtful. I like to explore the intellectual elements below the surface. If you do that right, the aesthetics will come naturally.”

“Volvo is a human-centric brand with an exceptionally strong heritage. It is exciting to create a new design expression that supports the established brand values as well as the repositioning towards a more distinctive premium brand.”

What’s your view of Scandinavian Design?

“Well, since Volvo Cars is the only remaining automotive brand in Sweden, we are by definition the only carmaker that can create original Scandinavian Design. The challenge is to create a modern, desirable interpretation.”

“To me, Scandinavian Design according to Volvo is firmly rooted in the values of the Swedish society and the way of life enabled by this unique environment. Our approach goes beyond just bringing Scandinavian design items and signatures into our cars. Our job is to understand the spirit and the confidence that make Scandinavian design so special. Then we must translate it into car design.”

What is your approach?

“It is important to recognise that Scandinavian design will only be perceived as attractive if it is crafted with precision and attention to detail. Meticulous execution and consistent quality are prerequisites to qualify for the premium league of automakers.”

Explain the new design direction.

“In my opinion, Volvo design has always had a certain authority. We aim to extend this calm, intelligent and strong side of our brand with a greater potency, modernity and expressiveness. Concept Coupé clearly expresses this direction.”

“Outdoor activities are an important part of the Swedish lifestyle. We will continue to refine Volvo’s strong connection to these activities with more emphasis on modernity. It’s about making functionality an emotional experience. Just like an exclusive goose down jacket, our cars will have a true feeling of sophistication with an underlying strength and capability.”

“Creativity is thriving in the Swedish society. This includes design and technology as well as the fashion, music and art scene. We use this as an inspiration for creating a new kind of attainable luxury. Our future cars will show that there are new, exciting ways to express the soul of Sweden.”

What opportunities does the new Scalable Product Architecture create for the designers?

“The new architecture enables us to create the great proportions that are important to achieve a premium look. The dash to axle ratio is more generous than any other architecture I have worked with before. This gives us the opportunity to be up there among the top premium brands when it comes to proportions.”

“The hip point is another example of the new opportunities. It is low enough to create a low profile on a sleek sedan without compromising headroom.”

Which are the most the most prominent new design signatures?

“Every strong brands needs a set of visual keys that makes it unique. Future Volvos will be characterised by the distinctive iron mark in the floating grille, flanked by the T-shaped DRL lights. The larger bonnet with its new topography, the beltline spanning an elegant bow along the whole car and the sharpened shoulder connecting with the new rear light are other important design signatures. They all contribute to the confident stance. The overall simplicity, both exterior and interior, has a strong connection to the Scandinavian lifestyle.”

How about the interiors?

“We will continue to build on the premium feel in the new Volvo V40. The new user interface with a large, portrait touch-screen in the centre console allows us to remove almost all buttons. This simplicity is perfectly in tune with our Scandinavian design heritage. It opens up clean surfaces that give us the opportunity to create a luxurious interior experience with new forms.”

“We will deliver on our brand promise to make Volvo customers feeling special by blending, classic handcrafted elements with distinctive, surprising delight details.”

H

hesheit

12 yıl

Yarbay

Konu Sahibi

New design direction injects emotion into Volvo’s transformation journey

The Volvo Concept Coupé is the first expressive interpretation of a new brand direction where design has an elevated strategic importance to deliver more emotion into the Volvo brand.

“Our transformation plan includes a commitment to create a more premium vision of Volvo Cars. Releasing the emotional power of our human-centric design heritage is one of the key elements in this strategy,” says Alain Visser, Senior Vice President Marketing, Sales and Customer Service at Volvo Car Group. He adds: “A more premium image is vital to gain momentum in our journey towards an annual sales volume of 800,000 cars. It also supports our price position versus our main competitors in the premium segments.”

Building on recent success

The introduction of the Volvo V40 in 2012 was the first step in this direction. The positive media and customer feedback emphasizes that Volvo Cars is running with the best in several important areas, including design.

The upcoming introduction of the new scalable architecture enables the company to accelerate the transformation.

The Volvo Concept Coupé is the first of a series of three concept cars that demonstrate the design possibilities created by the new Scalable Product Architecture (SPA). They pave the way for the introduction of the all-new Volvo XC90 in 2014.

Technology as an enabler for emotion

The new in-house developed architecture and engine programme are the enablers for a stronger emotional expression of the brand, both when it comes to the exterior design and a new approach to the interior, user interface and connectivity

“Volvo’s unique human-centric approach and the aim to inject more emotions into the car design are perfect partners. Volvo Cars’ caring, human-centric values are an integrated part of the Scandinavian culture and lifestyle. The challenge is to express this with a bolder, more distinctive design that is an all-important customer criteria for premium cars,” says Thomas Ingenlath, Senior Vice President Design at Volvo Car Group.

Design creates premium desirability

Truly premium brands are based on a complex mix of rational, qualitative parameters and strong emotional values that create desirability – and there are several examples of brands that have moved from mainstream to premium through a stronger focus on design.

“Case studies of brands that have made a similar journey to ours give us valuable input into the mechanisms that trigger the consumer's perception of premium. This, together with our own studies of people’s views of Volvo Cars, becomes a valuable base for our design development,” says Alain Visser.

Rational properties with added emotional value

The emotional aspect is also important when shaping the future of properties that are established Volvo territory among consumers:
•Focus on safety has moved from offering protection in worst-case scenarios to creating features that support the driver and enhance the user experience.
•Modern environmental care is able to combine low emissions and reduced fuel consumption with an enhanced driving experience – for instance though ingenious plug-in hybrid technology.
•The classic functionality has moved beyond being practical. Volvo Cars’ approach is to create human-centric features that actually make today’s hectic life easier for the user.

“Reliable functionality has always been a non-compromise prerequisite for Scandinavian designers. Up here, designs have to deal with a harsh reality that demands meticulous attention to detail and quality,” says Thomas Ingenlath. He concludes: “Combining this with a distinctive design language that is inspired by this unique Scandinavian environment will give us a competitive edge that no one of our competitors can match. You could say that we will continue to do what Volvo always has done. We will just do it much better and make it much more emotional.”

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O

ohbenezor

12 yıl

Yüzbaşı

Audi A5 coupe olmus.

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H

hesheit

12 yıl

Yarbay

Konu Sahibi

Burada biraz daha gerçekçi gözüküyor:

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E

erhan850

12 yıl

Yarbay

ben tasarımı şahane buldum. volvonun tasarım ekibi doğru yolda ilerliyor. yeni konsept volvolar volvonun klasik iskandinav tasarımı çizgisinden ayrılmadan üzerine katarak yeni tasarımlar çıkarıyor. iyi yoldalar diyebiliriz.

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H

hesheit

12 yıl

Yarbay

Konu Sahibi

Bu yeni konsept beni, XC60 ve S60 II konseptleri kadar etkilemedi. Bu araçta Volvo namına ne kalmış anlamadım. Arka omuzlar Volvo'ya özgüydü gitmiş. Bombeli ön kaput gitmiş. S40 II ile giriş yaptığı ve sonra da gayet güzel geliştirdiği şelale konsol, o da gitmiş. Geriye şimdilik az biraz burun kalmış gibi, orada da amblem olmasa kimse Volvo demez araca. İç kabinde de artık bir türlü üretmeye cesaret edemedikleri cam ve dokunmatik tuşlar kullanımını bir kenara bıraksalar fena olmaz. Konsept VCC'den beri aynı şeyi görüyoruz, sonra üretimde herşey plastiğe dönüyor. Eğer geniş dokunmatik ekranı da bir sonraki modelde kullanmazsa ondan da ümidimi keseceğim. Cadillac tüm modellerde standart hale getireli çok oluyor.

Mercedes BMW karışımı birşey çıkmış ortaya. Araçta BMW sportifliği var. Köşeli hatlarla da Mercedesler'e kayış var. Mercedes'in köşeli hatlarının tutulması köşeli hatlara yönelik bir eğilim olmasından değil, tamamen Merc olmasından. Merc aracın dışını suntadan da yapsa tutar ki CLA'nın bana çocukluğumdaki oyuncaklarımı hatırlatan iç plastiğini görünce sunta da kullanabileceğine inanmaya başladım. Volvo artık diğerlerinin aynısı olacaksa Volvo namına geriye sadece amblem kalacak gibi. Oysa Audi diğerleri gibi olmadan son on yılda istikrarlı şekilde satış rakamlarını yükseltiyor.

Volvo'nun işine son verdiği XC60'ın ve S60 II'nin tasarımcısı Steve Mattin'in kupe Volvo düşü vardı. SM çok daha iyi bir iş çıkarabilirdi. Bu yeni baş tasarımcının videolardaki konuşmaları ortaya çıkardığı tasarıma kendi de inanmamış dedirtti bana.

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K

Kurzweil

12 yıl

Binbaşı

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Frankfurt Motor Show 360 derece dış görünüm:
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Lansmandan iç-dış detaylar:
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Ekran dokunmatik.

2013 Frankfurt Motor Show inceleme:
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"Concept Coupe, Volvo'nun hayatta ve iyi olduğunu kanıtlıyor."
"2.0 litre, 400hp, 600nm, V8 ayarında performans"

Aynı fuarda görücüye çıktıkları için sıcağı sıcağına bir karşılaştırma yapmak adına:
2013 Frankfurt Motor Show Mercedes S Class Coupe Concept:
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Teknikensvarld lansman incelemesi ve dış tasarım sorumlusu Maximilian Missoni ile röportaj:
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İç dizayn, daha önce Bentley'in iç dizayn sorumlusu olan Robin Page'e ait.
Dış tasarım sorumlusu olan Maximilian Missoni ise Volkswagen'den transfer edilmiş.
Dizayn takımının başındaki isim olan Thomas Ingenlath da VW Group'tan geliyor. Audi, VW ve Skoda için çalışmış olan Ingelath son olarak Volkswagen Design Center - Potsdam'ın başındaymış.

Dizayn çizimleri:
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< Bu mesaj bu kişi tarafından değiştirildi Kurzweil -- 11 Eylül 2013; 17:36:14 >
Bu mesaja 1 cevap geldi.

K

Kurzweil

12 yıl

Binbaşı

Volvo P1800 - Volvo Concept Coupe
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