Are start-ups forcing major car brands to work faster?

Car design is moving quicker than ever, with new technology and software coming available at a pace that will soon mirror what is happening with consumer electronics. At the same time, start-ups are entering the market with a point to prove, and traditional car designers are being forced to adapt.
Car Design News sat down with Massimo Frascella of JLR, Pratap Bose of Mahindra and Andreas Kurbos of Studiokurbos to dig in to the subject in more detail. In what was very much a spur of the moment interview, topics included:
- the impact of new players and fast-moving start-ups
- car design in emerging markets
- the importance of heritage and how that influences long-term strategy
- how to balance bleeding-edge tech with sustainable design
- the process of developing for specific markets
- the relationship between design director and C-suite

[@nillsagain]

I would invest in some microphones - the audio quality is always poor here. It’s not like you don’t charge people a substantial amount of money for literal articles !

[@nitishchaudhary6185]

Thank you for sharing this video. For upcoming designers like me it helps us a lot to understand, what truly happens behind the scenes in the industry.

[@11ICE]

Thanks for the video, please post more content like this.

[@banovsky]

I like the forum approach but wish the interviewer had been more forceful and asked these reps: “But why is the speed of electronics developments your problem?? Why are you taking it on? Take that shit out of the car…”