YouSaid · the spoken record

Paul Wraith

lines on the record: 44
first: 2020-08-07
most recent: 2020-08-07
sittings or episodes: 1
sources: podcast

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“And this is advice I give often because I'm in the fortune position to be able to employ people from college. And I guess what I always try and explain is not to try and emulate what they think that they should be doing with the car industry, but to form a point of view, have a point of view about what they think mobility should be about in the future and hang on to it and then keep driving that forward and listen, most of all, to that little instinct. A very quiet voice much earlier on and acts on it and do something in advance of the thing happening. So listen to your instinct. However, the point of view and do something with it and basically also work really hard.”
2020-08-07 · Masters in Business · Paul Wraith on the Design Business (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source
“I read Wired magazine. That's not a book, but that I always read cover to cover usually early in the morning with a coffee. 21 lessons for the 21st century by Yuval, Noah Harari. He's been through that a couple of times, actually. That I find constantly quite inspiring. And a couple of books by Bill Bryson actually, particularly on the home, that book was fascinating. Again, I read that over and over. The amazing observations about something which is so familiar is a home, your house, you know, a journey through a house, each individual room and where that room came from and what is in that room and where all those inventions came from, that simplicity that he's got in explaining things that we just take for granted. It seems like a very good analysis of brilliant product design to me.”
2020-08-07 · Masters in Business · Paul Wraith on the Design Business (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source
“I probably would say your family is very good at helping you start. That child who was just fascinated with cars who fortunately was dragged to places where amazing cars could be seen to sort of feed this fascination. I think that's a good starting point. Some of the tutors that I had at my universities were really instrumental in first of all allowing me to study in the first place but then also helping encourage my enthusiasm and point it in the right direction. encouragement that you're able to do more, do more accurately and progress. It's not sort of favoritism, frankly, it's just information and you use that information in a really useful way to get better.”
2020-08-07 · Masters in Business · Paul Wraith on the Design Business (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source
“I watch very little television, in all honesty. I spend most of my time researching things on social media podcast-wise. Actually, I'm a real fan of motorsport. I listen to the BBC's checkered flag, Formula One podcast. I love the sort of references to high technology teamwork and determination that comes through that. I found that quite inspiring. And also, soon I'm going to be listening to the Bring Back Bronco podcast that's going to help explain some of the stories of the Bronco. So that I will be listening to.”
2020-08-07 · Masters in Business · Paul Wraith on the Design Business (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source
“Democratic. So everybody involved in the program, although it's not a product design, styling design kind of element, everybody would in the studio environment would recognize that those are deeply important and frankly a better trade-off than, for example, a piece of chrome, you know, decorative chrome on the outside. So we work together to produce products, not just things that look nice”
2020-08-07 · Masters in Business · Paul Wraith on the Design Business (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source
“and be a picture of that person's broncho, will their brother's Bronco, will their mum's broncho? Will the Bronco picture of their mum and dad when they were much younger or the one that they're looking at on bring a trailer or their models would come out of the pocket to know, here you go, these are hot wheels. That's what the Broncos should be. What we learned very quickly was that Broncos was about stories, about human stories, rich, enduring stories. And, you know, you can't get to the point where the vehicle is going to be able to create new stories where those stories be written most intensely. And so technologies like that that make access in the wilderness so much easier are critical to the vehicle.”
2020-08-07 · Masters in Business · Paul Wraith on the Design Business (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source
“Yeah, so, you know, this is again, it's about focus, isn't it? So I'd much prefer to have trail tournist as a feature on a vehicle because I think it's meaningful to the customer. For example, offer the bumpers in body color with all the intrinsic complexity and cost that that would drive. So it's all about focus. And I think some of those technologies you just listed are super, super progressive. They're absolutely fantastic. And they will make being off-road and easier, more fulfilling, and more accessible experience. You learned this at the beginning of the development process. And there's that little chatty bit before the agenda starts. And it was a typical behavior for people to go, tell you what, the Broncos should be like. And then you get these photographs that come out of wallets or the smartphone would come out.”
2020-08-07 · Masters in Business · Paul Wraith on the Design Business (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source
“redundant lighting elements, all those sorts of things. It became like a sort of training exercise to leave some excessive elements of cast styling behind and to focus exclusively on doing what was right for the Bronco really, really, really fun. So I'm not sure if that answers your question, but first of all, it's really complicated. The studio is definitely a part of that debate, and we ultimately come together to reduce a vehicle. It's going to be very profitable for the company.”
2020-08-07 · Masters in Business · Paul Wraith on the Design Business (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source
“It's continual throughout the entire process. And we're an active participant in it, but we don't sit there with a calculator trying to work out the percentages. We'll make our case for things that we feel quite strongly about. And then there's a tied team and our PV team is really tight. We can have good, frank and open debates about the merits of one execution versus another. And we're constantly looking for efficiencies to make things better. But in the case of the Bronco, I would come back and say that we were very open-minded to the sort of less is more approach. There's really nothing on the outside of these vehicles that is superfluous or unnecessary or frivolous. And it became a little bit of a hobby of mine driving to work in the morning, just looking at the other vehicles around me and thinking, what can I take off that vehicle and that still function as a vehicle, the things that you can't take off? Obviously, the headlights, you know, they have to be there. But, you know, extraneous pieces of trim.”
2020-08-07 · Masters in Business · Paul Wraith on the Design Business (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source
“There are people far cleverer than the designers talk about numbers, believe me, believe me. I think we want to make profit-making vehicles. Of course we do. And there are lots of different influences upon that. You can't laden a vehicle full of unnecessary componentry that the customer won't appreciate and expect to improve your bottom line. So you've got to be, I think, quite focused on adding things to the vehicle where it's really necessary and where it's going to be really appreciated first and foremost. And then there's a constant tension between what we're wanting to include versus what we think we can sell it for versus if you add a little bit of additional componentry or something or feature or technology or material to the vehicle, will that actually make it worth more? Can we command a high price out in the market? This debate, this yo-yoing of factors,”
2020-08-07 · Masters in Business · Paul Wraith on the Design Business (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source
“I've yet to see Grefian really being used versus the promises that were originally made. But I think the key is that we just need to be super open-minded and constantly be looking towards. And so, you know, occasionally someone might say, well, you know, cars are all the same, don't they? And you go, I can't tell you. But the people who are producing them do not necessarily set out to produce something that looks the same as everything else. Their eyes are on the future. then yeah you can make things out of exotic materials and unobtain them but the real challenge for product design is to try and take those principles and then bring them to the everyday person and to do it in volume as well that's a heck of a challenge and so you know you can't blame for dreaming those dreams sometimes they turn into reality so we'll keep pushing”
2020-08-07 · Masters in Business · Paul Wraith on the Design Business (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source
“Combination of all of those things. That's a very spectacular piece of investment and it's very exciting news. But we're working with other companies all the time. A lot of their names will be not very common unless you work deep inside the car industry. So I think a manufacturer like Ford wants to do the best and wants to progress as quickly as possible in a myriad of different directions depending on the needs of the product and the user. That would also be a method of trying to advance the subject of car and truck forwards for us versus our competitors.”
2020-08-07 · Masters in Business · Paul Wraith on the Design Business (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source
“Again, I can't comment on future product actions. This is a competitive space, but the world, of course, is moving on. So we're open-ended to all sorts of eventualities.”
2020-08-07 · Masters in Business · Paul Wraith on the Design Business (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source
“So iconic that we can build on and really focus down on. So Mustang's one, Broncos another, transit, frankly, is another one as well. And I think then once you've taken this idea that it's cool, in fact, it's got great potential in its differences, then it frees you to focus down on doing exactly the right things for that particular nameplate, which is why then a Bronco doesn't look like an explorer, for example. It's important that the differences are made. And that would be sensible, good business practice to do if it offers the customer another vehicle line a tacitered improvement. But in terms of appearance, no, we need to do things for Bronco that are true to Bronco. That's how you respect the brand, but it's also how you build the brand going forwards.”
2020-08-07 · Masters in Business · Paul Wraith on the Design Business (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source
“We look at vehicles which aren't necessarily, you know, haven't got necessarily four doors and a roof that have got another form factor to them. There's a point where some of these design languages can become quite challenged. They don't quite make it. It becomes quite difficult to apply that language of a low sleek sedan, for example, JA or to a flying machine or to a robot drone or whatever. We turn on the TV and we love to see these personalities, these characters that stand out and look different to one another. Imagine if you watch the chat show and everybody on it was exactly the same. You know, you want to see differences and it creates tensions and excitement and discourse. We have these nameplates.”
2020-08-07 · Masters in Business · Paul Wraith on the Design Business (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source
“You're right, of course. That's what the family look can be smeared across an entire range of vehicles. And I think for a number of years, decades perhaps, we've seen this as being a typical strategy. In fact, Ford have used it as well. But as our automotive space is stretched.”
2020-08-07 · Masters in Business · Paul Wraith on the Design Business (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source
“Manufacturers talk about platform strategies or which platform is this new vehicle based upon. So a degree of reuse is typical in the industry, but the platform can refer to the sort of otherwise usually hidden underbody of the vehicle. It can refer to the electrical infrastructure, the safety systems, and also powertrain as well. So to that point, the Donco, we're launching really three Broncos, the Bronco two-door, the Bronco four-door, and the Bronco Sport. Very different. Again, it's had vast amounts of investment put into it to ensure that its capability off-road is absolutely staggering, frankly. But that's how you use the platform to enable you to produce more vehicles affordably.”
2020-08-07 · Masters in Business · Paul Wraith on the Design Business (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source
“Well, I can't comment on future product actions, and of course I'm sure you'll appreciate this industry highly secretive, but it is no secret to accept that we need to, some of the technologies we use in our vehicles are so critical and so expensive to develop that reuse is really important. And so this funny word turns out platform.”
2020-08-07 · Masters in Business · Paul Wraith on the Design Business (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source
“So, from my point of view, I'm responsible for the appearance and the sort of product design of the vehicle interior and exterior as well. And so that team comprised of about, well, varied in numbers, but it was around about 10 to 15 people, all told. Then we have to work very closely with our engineering colleagues who are concerned with electrical interior and exterior and sheet metal experts and lighting experts. So we tend to be in the middle of quite a lot of it because we're sort of trying to glue the overall image of the vehicle together. But fortunately, we've got an extremely talented group of people. We had a few more on this project, perhaps, than some other programs, but mainly because of the complexity of it. It required more eyes and more hands on it. Yeah, super talented group of people who actually, some of whom drive their own Broncos every day to work.”
2020-08-07 · Masters in Business · Paul Wraith on the Design Business (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source
“Excellent bookend. And amongst all the other sort of modern day issues that we're having to sort of deal with. And it served a great purpose. Upon reflection, it was fascinating to bring that vehicle back home. It back in product development center in Dearborn, and then interrogate it in that way and then use it as a reference point for a new vehicle. I don't suspect there's been another Bronco used remotely like that. Certainly that original Bronco would have never been designed with any cat at all. It would all have been drawings and pens. So that was a fun process.”
2020-08-07 · Masters in Business · Paul Wraith on the Design Business (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source
“Amongst all the other layers of information that we were dealing with at the time. So we took our best guess on the platform and powertrain and cooling packs. We have all the zones where all of the lights are allowed to go, zones where we think we need to clear points for crash, for example, visibility cones for radar. And there are a myriad of other things that we need to accommodate, if you imagine a sort of CAD engineering software with all these multitude of inputs and hovering somewhere in the middle of it all as this 1960s Bronco, it was pretty unusual actually to see it. I have to say that, you know, it didn't just sit there preserved, it quickly became chopped up and moved around and elements of it got lifted and reproportioned as we use as a baseline. The objective at that point was not to try and make the new Bronco like the old Bonco at all, but it stood as an”
2020-08-07 · Masters in Business · Paul Wraith on the Design Business (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source
“It's really true, that specific broncho that we used belonged to and still does belong to my boss, the vice president designed Morris Callum. And what's terrific about his Bronco is it's actually pretty stock. You know, there's almost no such thing as a standard Bronco any longer. They've all been modified as they pass through the hands of all the owners and through families and they've changed their purpose and passes needed to be replaced. It can pick up the orange peel in the painted surface. And it became a layer of information.”
2020-08-07 · Masters in Business · Paul Wraith on the Design Business (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source
“And then on our next stage, was to make a full size vehicle, but not one made from modeling clay, which is a typical car industry medium. We made something out of packing material that we could all get in and out of and stand on and play with and open, closed doors and modify and hack and immediately start modifying. So we did the process somewhat differently. And it was kind of fun. I got into trouble a few times for not having things, the normal things ready at the normal times, but I had other things which I thought were probably more useful to learning and experimentation and furthering the development process.”
2020-08-07 · Masters in Business · Paul Wraith on the Design Business (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source
“And so we didn't do glamour sketches like the automotive industry typically produces. My designers can all do it. It's just that we had a different focus. The design of the vehicle emerged from tiny doodles on post-it notes and on scraps of paper that was pinned to a wall where we were trying to sort of imagine our way through a day in the life of our five customers. And then we were realizing that there were problems along the way in this role playing, they make something look like something. And it was actually from those little drawings there that there's a glimmer of the design of the vehicle began to emerge. And then we went straight into virtual reality. We didn't make physical properties. Normally the car industry makes scale clay models, little things, sort of a yard or so long. We skipped that process entirely.”
2020-08-07 · Masters in Business · Paul Wraith on the Design Business (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source
“Yeah, the game is on as he announced it. The screen behind him announced the Bronco coming back. I noticed all the journalists' heads around me all sort of went up. They all looked at each other and they all started scribbling furiously and writing text messages. And I thought, goodness me, there's an energy from this. This isn't normal. This is much bigger than I'd sort of anticipated. But, you know, we don't run away and start making models straight away. We need to go through a heavy period of learning and absorbing information before we then start to really start putting our pen to paper. And for us on this particular project, putting the pen to paper was quite unusual. We bent the rules all over the place to get this vehicle through because although Ford has got a fantastic product development process, we needed to reshape it a little bit to sit Bronco into it.”
2020-08-07 · Masters in Business · Paul Wraith on the Design Business (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source
“Whether we're doing a new vehicle or reintroducing an iconic nameplate, I think we take pretty much the same amount of time. It's always a very difficult question to answer this one because You'd sort of think that somebody would walk into the studio and say, here, everybody, here's the brief. And then at some indeterminate period in the future, they'd go, thanks very much. This is great. We'll just take this from here. And out it goes. But we have a build up too, and then we have a soft run out. So the amount of time it takes us to design a vehicle is a little bit difficult to tie down. But what I can tell you is, I think it was at the North American also show 2017 sitting up in a Kobo Hall in Detroit looking down at our then CEO, announced the fact that the Bronco was coming back.”
2020-08-07 · Masters in Business · Paul Wraith on the Design Business (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source
“From 21 year old to a 50 plus year old guy, someone who lived in the city to someone who's just not happy unless they're hanging their truck off the edge of a cliff somewhere. And then when you get down to it and you go, these people are so different, you know what we need to do more to cater for them, hence the greater number of series and also the different way that we're going to allow customers to add packs to their vehicle, to tune it specifically to their needs. You can get what you need.”
2020-08-07 · Masters in Business · Paul Wraith on the Design Business (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source
“Our users are so diverse. And in fact, when we started the program, we had five target customers in mind. Just by way of explanation, that's relatively unusual in my experience. In fact, it's completely unusual. You tend to have at target customer. The target customer for an automobile design tends to be an amalgamation of available statistics and behaviors sort of created into some sort of virtual human. And it's a little bit superficial sometimes, but in this particular case, the five people that we were trying to design for were very different and they were real, now real people that we'd really spent time with.”
2020-08-07 · Masters in Business · Paul Wraith on the Design Business (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source
“I think there's a few things there. So, well, first of all, we're not using the typical series nominature. There's no titanium or XLP or any of those things. So Bronco deserves its own series walk. We chose to use locations instead of abbreviations, which I think is really fun. That becomes a creative opportunity in its own right because our graphics team did an amazing job actually on the series badges. They're all different. They're all placed on the side of the vehicle, not the rear. And the cool thing with them is they're actually reflective as well. So when you're on the campsite and you flash a light over the mill, they'll pop in the distance, which is really fun. I think it's important to try and.”
2020-08-07 · Masters in Business · Paul Wraith on the Design Business (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source
“To keep the door open to the cool ideas. I mean, I'm a designer. I won't be happy until I won't want to retire from this industry until I've made something that flies or there's been 3D printed in one go from graffine. So our imagination is always going to be out there. But I think in a sort of practical sense, I think we managed to accomplish just about everything, which was a lot of pressure on the team as a whole. We set ourselves more homework than normal. And we did everything in the same time as normal, which for Ford's got an amazing product development process very fast, very robust, but we just chose to do significantly more in the time available than normal.”
2020-08-07 · Masters in Business · Paul Wraith on the Design Business (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source
“Nobody makes that mistake. The cutting room floor is very deep of broken dreams in the car industry. That is 100% the case always. But I maybe in this case we had to lose fewer ideas because the vehicle that we're producing, the Bronco, we're talking about less than the Bronco sport, but it has a degree of modularity, so you can do things with a vehicle which you couldn't do with an escape or an explorer, for example. So you can take the doors off, take the roof off, you can put different roofs on. You better put different doors on. You can take the fender flares off. There's multiple bumpers, multiple grills. So the vehicle has got this high level of modularity. So fortunately, that means that we kept the door open to doing lots of cool things. Is there a specific thing that we didn't manage? And you know what? I think credit to the system, the Ford Motor Company that we managed to”
2020-08-07 · Masters in Business · Paul Wraith on the Design Business (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source
“all over our vehicles. We like this sort of flush finish. Everything's very discreet and very crafted. We sort of took completely the opposite tack. At the same time as we were coming up with that initial idea, we discovered that actually that Ford produced Willis Jeeps during the Second World War. But what keeps the Ford produced vehicles different to the others is that each of the bolts on a Ford produced jeep have an F bash into their head. So we thought there was kind of a nice nod and a wink back to the history. The original Bronco had these little peaked fenders. It was a real nice piece of styling, but it was also very practical because when you sit behind the wheel of an early Bronco, you sort of see these peaks and it tells you exactly where the corner of the vehicle is, the front corner of the vehicle is. So it helps you position.”
2020-08-07 · Masters in Business · Paul Wraith on the Design Business (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source
“That's a really difficult question because you're so invested in all of it. I mean, some of the favourite elements would be the ones that you felt you had to push for with the greatest sort of vigor. Other things are just ideas that I think just seem to make a lot of sense and are a bit unusual. I really love the Bronco bolt, actually. I love the fact that we have a bolt with Bronco smashed into its head. And whenever you see one of those on a vehicle, it's an invitation for you to get the tool out and get involved with a vehicle and undo those bolts and take that part off and either put another one in its place or it's an opportunity for the aftermarket to come in and do something kind of exciting and creative and interesting. I think that's a really interesting part because generally in the contemporary automobile industry.”
2020-08-07 · Masters in Business · Paul Wraith on the Design Business (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source
“TVs, you know, they're only road registered all the way over to the marine industry products and speedboats. So yeah, we didn't, I don't think we really spent a lot of time really thinking that one vehicle, how can we be like it? We use it as a measure, but really our focus is about what we thought we needed to do.”
2020-08-07 · Masters in Business · Paul Wraith on the Design Business (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source
“I think whenever you launch a vehicle, there's almost certainly going to be something out there that's a bit like it. Sometimes it can be a bit of a difficulty when your segment comprises of basically one vehicle because that can become too much of an influence. So what I think it did for us is it redoubled our focus on just doing what was right for us, for the Bronco as a brand for its legacy and for the users as well. We want to look at what they're doing right and learn from that as well. But we didn't just fixate about one other vehicle. We looked very boldly, in fact, as well on our benchmarking as wide as side-by-side UK.”
2020-08-07 · Masters in Business · Paul Wraith on the Design Business (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source
“The overall product development team at Ford were able to get their teeth into this thing and do a really good job. There's a lot of passion behind the scenes to try and make it work. And I think it's well known that there have been a couple of runs at it in the past. In the past, maybe the situation wasn't quite right. Thankfully, it was this time. And here we are.”
2020-08-07 · Masters in Business · Paul Wraith on the Design Business (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source
“Of a cool looking Bronco and hoping that that will be enough to sort of kick the program off before I get to pick my pencil up there's an awful lot of work with some super sharp people who take on the Colossal undertaking of trying to take all of the parts that they know might exist that would help form the vehicle, the engine, the platform, the wheels, electronics, the safety systems and so on, overlay that against the legislative framework that we'll drop the vehicle into, the amount of investment required to set a vehicle up, the amount of resources that we have available, human and financial. Is there a factory in the right place at the right time with the right capacity? in the right way this time such that the”
2020-08-07 · Masters in Business · Paul Wraith on the Design Business (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source
“Well, that's a very good question. I think you're right. I think we've seen a shift in the sort of classic car market. It's paying a lot of attention to the vehicles that you've just listed. I think we are seeing a shift in the sort of public's ambitions for the off-road vehicles that they want. And I think there's going to be a lot of growth in the rugged SUV space. And the Bronco is really well primed for that. But the Bronco has never gone away in the minds of the full team, I'm sure. There are people who've been working on opportunities to try and get it back for a long time. But the circumstances have to be right. And it isn't just a question of someone like me doodling pictures of”
2020-08-07 · Masters in Business · Paul Wraith on the Design Business (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source
“A thing that we did now and again. That was something that was happening constantly. We were sharing as a team on the Bonco program insights and observations and images and quotes from social media from the time that we got up in the morning until the time we were going to go to bed amongst the team, whether we were sharing via text or email or Instagram. It's kind of a popular means of communication for us as well. So it's really important. Nobody knows the products better than the enthusiast. So, you know, it's good to learn from them and then trying to apply it into our future visions as well. We can't be constrained by it, of course. We can't just do what they know that they want. We need to also try and stretch the topic further out so that we're always making progress.”
2020-08-07 · Masters in Business · Paul Wraith on the Design Business (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source
“I would say, first of all, that I was told a long time ago that designers are like information filters. We just draw in this wild pile of information. We sort of push it through our brains and somehow it falls out of our hands and our pens in a form of cars. We're just filtering all this information all the time. Part of that, of course, is what we see in the press. It's what we read. Social media plays a really big part on it. And then you're wanting to get the unsort of fettered word of the user. And so it's great when you've got an enthusiast base to tap into. And we were really lucky with Bonco that we had that. Going to places, using the internet. And that was a sort of, that wasn't.”
2020-08-07 · Masters in Business · Paul Wraith on the Design Business (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source
“That you're designing for, and as much as you possibly can sort of see the world through their eyes. And I think once you start to do that, the output in your work naturally sort of changes. And learning is terrific fun and experimenting is great fun and putting your ideas out there to sort of test them, stress test them is also interesting. It can be disappointing sometimes when you've got it wrong, but it can also be really energizing when you think you're onto something, which is new. And from those kind of insights, we hope to design more relevant products that move the topic, the subject of car forwards.”
2020-08-07 · Masters in Business · Paul Wraith on the Design Business (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source
“A fundamental building block. I mean, vehicles are owned and used by people and everyone's different. And people can be culturally different by region. And also the circumstances, the situation that they're in can be very different as well. In the US, we've got a road system that's really being framed around the vehicle, go to Europe and it's been framed around Ox in sort of medieval area, people moving livestock around the wild landscape. So the roads are smaller, they're much more complicated. The city centres are very intense. It's a very different situation to hear. So once, and the people that live in those environments as well, they have different needs and aspirations, their circumstances are very different as well. So they may not have a garage to park a vehicle in at all. So you need to get into the skin of the people.”
2020-08-07 · Masters in Business · Paul Wraith on the Design Business (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source
“Chief designer means essentially I've got more toys to play with. I have a large team around me, a very, very talented people. And it betters positions one to use your point of view and your experience to apply across a much more broad body of work. It's an exciting challenge and it's a huge responsibility as well. And then somehow or other, you're blessed by having a fantastic group of people to work with. And then we do our best. We work like really hard. Like hell, and we produce what we hope will be compelling future vehicles.”
2020-08-07 · Masters in Business · Paul Wraith on the Design Business (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source
“I think myself and all of my friends who are car designers, colleagues, I think we all have this little infatuation with the car or the truck from sort of year dot. I think typically our first words were probably car. And then we would have been the little kids in the back of the classroom somewhere scribbling pictures of cars into our textbooks when we were at school. And it sort of stuck with us, really. It's a sort of compulsion. And unfortunately, some of us are able to get places in design school to develop our skills through degrees and master's degrees. Really great fun.”
2020-08-07 · Masters in Business · Paul Wraith on the Design Business (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source