Posh Evoque

The Range Rover Evoque is supposed to be posh… so in 2012 it was launched by Posh. Posh Spice of course, the infamous Victoria Beckham. At the time the event and project that was organised by JLR to launch the car gently raised a few eyebrows when Mrs Beckham presented a special edition of the new Evoque ‘designed’ by her. Little did we realise that one of the very people who orchestrated this event, and this special edition, was not particularly happy at the time. Quite strangely this story has resurfaced 5 years later, with comments from design director Gerry McGovern.

Mr McGovern said at a publicity event last week: “She didn’t design the car… I’ve forgotten more than that woman will ever know about [car] designing – to be a car designer takes years.”

Read more: http://www.dailymail.co.uk/news/article-4700192/Victoria-Beckham-centre-Range-Rover-row.html#ixzz4n1s04yJe

This could be aimed at boosting current Range Rover publicity? Who knows what Gerry’s motivation is to appear in The Sun, but it’s currently being reported by the British tabloids such as The Sun and The Daily Mail, who call it an “extraordinary row”. It is certainly unusual, especially as the main complaint is coming 5 years after the incident. It opens up a debate  around the attributing of design originality to specific designers. Credit for certain designs is a complex issue and 7 years ago I wrote a post here on this subject. Design Directors and chief designers are the public face of any car design story, and often they seem to be claiming work they didn’t do as their own. They are of course responsible for an entire design department and must take the good and bad comments about any design, sometimes directly. The headlines and articles from the tabloids contain very inaccurate (as usual) statements such as a claim that Gerry McGovern MADE the Evoque. The Sun journalists seem to think that a design director gets out his spanners and welding equipment, to personally construct every one of the 1000s of Evoques that the Range Rover factory turn out.. Terrible lack of expert knowledge or research. The reality is of course, that even Gerry McGovern did not design the Evoque. His very talented and large team of exterior and interior designers, plus clay and CAD modellers, colour and trim designers and even digital GUI designers DID. The teams that work together to create any vehicle are large, and that is simply the design stage. Then there is engineering teams that number in the 100s sometimes 1000s to get a vehicle ready for mass production. finally the factory starts production and another entirely different set of robots, and people, begin to bolt the cars together at astonishing rates. Design leaders protect their hard-working teams from negativity, and we might suggest that McGovern is annoyed in this instance for Victoria Beckham claiming credit for his teams work. Victoria Beckham has her own fashion label- and therefore counts herself as a fashion designer. In this capacity she ‘designs’ clothes and accessories, and that process involves zero engineering – but it does involve design decision-making. When she was asked to create a special edition Ranger Rover she of course contributed in a way that she was familiar with, and one which she has learned to call ‘design’ (because it IS design). She choose unique colours and material choices for the factory to piece together into her limited edition Evoque. To all intents she was right to say that she ‘designed’ her VB edition car, that she then stood in front of in 2012. It is of course, almost impossible for the depth of the automotive design business to be explained in a simple soundbite or tweet- to enable JLR to explain the difference between what Mrs Beckham did, or what Gerry McGovern did, or what his fabulous design team did. Words should be chosen very carefully, and indeed, Gerry is upset that she went off-script at that time- when we can imagine that the word ‘collaboration’ was something the Range Rover team had in mind? Much like Gerry’s own design collaborations… with the fashion world. 

McGovern fashion!

 

 

tabloid articles.

http://www.dailymail.co.uk/news/article-4700192/Victoria-Beckham-centre-Range-Rover-row.html

https://www.thesun.co.uk/news/4029894/victoria-beckham-slammed-by-land-rover-designer-who-claims-she-tried-to-take-credit-for-land-rover-he-built/

 

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Motoring Podcast Interview with the author!

Well this year has been incredibly busy, especially with my job where I’ve seen progress on my Vehicle Design course connecting with the industry. Meanwhile Twitter seems to be a place for my connections to grow and this led to a very fun situation where I was asked to be interviewed by Andrew Clews of The Motoring Podcast. Andrew managed to draw a lot of personal history from me, over the course of 3 hours chatting!  A very pleasant experience, it was split into two instalments due to length and I can part 1 and part 2 with you all now. Part 1 is about 1 hour, and covers similar topics to this blog. Part 2 is 2 hours talking about my own car ownership history!

Motoring Podcast – Rear View – Lee Walton Part 1

Motoring Podcast – Rear View – Lee Walton Part2

 

car design process sketches

I created this image board quickly to explain the design process to my students (vehicle design students, who are currently aiming for stage 3). Using excellent press released images of the CX-17 concept design, from the Jaguar design studio, we can see the stages of sketch and design development quite clearly. These are genuine drawings from before the car was created in 3 dimensions. Often released design renderings are created in post, from photography of the clay or even final production 3D models. Many thanks to Jaguar Design for making these available. 

Yes.. I know that the CX-17 was a “concept” car, but the F-Pace production version is unlikely to differ much from this image.

Despite the Mirai… Toyota do have talented designers.

Watch professional car designer Ian Cartabiano create and destroy his ultimate sports car in five minutes from his studio located at Toyota’s Calty Design Research Incorporated in Southern California.

Thanks to Car & Driver for the video.

Hyundai design process

Very in depth look into the design process within Hyundai North America design studio. A simulation of events that probably mostly occurred, this shows the way designers must internally compete, then swallow their pride and work together on the winning solution. I suspect more designers initially competed, potentially across global Hyundai studios even. Note the chosen design- from quite a loose sketch. The skill of the clay modeller is also very evident in this video. 

toyota FT-1 concept conception

click, whir, brrrummmm (emotional design)

Emotional design is something that is difficult to define, or describe. It’s also a relatively new concept outside of the car industry. Apple have pushed technical products in this direction very recently, and Alessi have championed it in consumer items for some time. Fashion design of course feeds on our emotions, but on a superficial level. Car design has slowly and steadily evolved its own emotional and personal design relationships with us. We own cars, much like we own pets. Often we give them names, we lavish care on them, we clean them, “detail” them, customize them and therefore seem to form relationships with them! We have crazy terms like “that’s a woman’s car” or that’s an “old person’s car”. Do any of us go around saying that about for example a microwave? Oh you bought a Whirlpool dishwasher? That’s such a “girl’s dishwasher” we bought the more appropriate Bosch “man’s dishwasher”…

Anyway, so how do we make cars emotional? Many tiny factors are involved, all of them add up and influence us humans in very subtle ways. Here’s the awesome Peter Stevens talking about one emotional aspect of his McLaren F1 design. Link embedded in Peter’s picture!

Peter Stevens on the McLaren F1 engine sound