Vehicles on show include versions of the Ferrari, Saab, Bristol, Lambourghini,
Volkswagen, Mercedes, BMW, Scania, Dodge and Honda marques.
The automotive design industry places major emphasis on product differentiation -
companies like Ford have a reputation for clear and decisive niche market targeting -
while Audi have their own distinctive marque identity down to a fine art.
Though their ambitions are the same - vehicles in all the vital mainstream and niche
markets - the means of achieving this are quite different. Audi have their identity well
honed and clinically refined, whereas Ford have once again set off in a new direction
using their bold ‘Edge’ design on which to hang their product range.
Students' ability to capture marque identity through refinement of visual form, is a
strength that is held in high regard by the automotive industry.
Commenting on the students’ work Transport Design Course Leader David Browne makes
the point that:
"Our students are perfectly in tune with industry's needs and ambitions to target
mainstream and niche market segments, and thrive on the opportunity to prove that they can
tap into corporate signatures whilst adding their own distinctive flourish."
He adds:
"The work of two particular students illustrates this point perfectly. Alister
Whelan was snapped up as a designer by Audi, following the appearance of his design for a
new Audi at last year’s Design Show, and David Strong has last year completed a work
placement for Volkswagen.
"Both demonstrated a clear empathy with the philosophies and sculptural direction
of those companies’ products."
Chances are VW will have more than a passing interest in David’s project topic
this year too: this time it’s a Bentley . . .
NOTES
The show is open to the public from 12-16 June, 10am-5pm. For a taste of what the show has
to offer, visit the website at http://www.coventry.ac.uk/newevent/designsh/
