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FUTURE IS NOT ONLY RETHINKING BODY ARCHITECTURES AND MECHANICAL LAYOUTS FUTURE IS CARE FOR DETAIL nani CAN A LUXURY CAR FIND SUBSTITUTES TO LEATHER AND WOOD? CAN A SPORTS CAR FIND SUBSTITUTES TO CARBON FIBER OR ALUMINIUM? “AUTHENTICITY” IS THE NEW TREND IN CONSUMING SPEED OF THE AUTOMOBILE SPEED IN THE AUTOMOBILE PHYSICAL SPEED VERSUS VIRTUAL SPEED DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA 12 YEARS SUPPORTING INDEPENDENT GROWTH OF CHINESE OEMS ONLY IN THE LAST 2 YEARS 9 NEW CAR PROJECTS FOR CHINA MADE BY BERTONE ACCELERATION OF LEARNING PROCESS yesterday today time learning process PUSHING CHINESE OPPORTUNITIES THANKS TO INNOVATION IMPORTANCE OF PSYCHOLOGICAL APPROACH TO DESIGN FIRST APPROACH NEED OF CERTAINTIES WISHING TO BE REASSURED NO RISK TRADITIONAL PRODUCTS WELLKNOWN BRANDS BEING LIKE THE OTHERS PERSONALITY INDEPENDENT ELABORATION OF AN IDEA OR PRODUCT LOVE OF DIFFERENTIATION APPROACH TO TESTIFY AN ACHIEVED STATUS MATURE APPROACH KID ACHIEVED STATUS MATURE APPROACH KID ACHIEVED STATUS MATURE APPROACH KID ACHIEVED STATUS MATURE APPROACH CHINESE CUSTOMERS TODAY: HIGHLY RECEPTIVE TO DESIGN AND INNOVATION WHERE IS THE CAR OF THE FUTURE AFTER MORE THAN 100 YEARS OF HISTORY? CONSERVATISM AVOIDING ANY RISK NO RISK IS PROBABLY THE BIGGEST RISK NO NEW STYLING TREND YESTERDAY STRONG AESTHETIC PHILSOPHY STRONG BRAND IDENTITY GLOBAL COMPETITION FEAR OF SPOILING A BALANCE HOMOGENEITY OF PRODUCT TODAY “Life is not measured by the number of breaths we take, but by the moments that take our breath away” George Carlin “Wisdom begins in wonder” Socrates THINK TO YOUR LAST MOTOR SHOW! HOW MANY “WOW” MOMENTS DID YOU EXPERIENCE? “WOW” MOMENTS ARE RELATED TO HAPPINESS… WHEN EXPECTATIONS ARE VIOLATED IN A PLEASING WAY… THIS GENERATES HAPPINESS HOW OFTEN ARE WE HAPPY WHILE EXPERIENCING DESIGN? HAPPIEST MOMENTS: AGE 5 AGE 6 AGE 12 AGE 14 AGE 16 AGE 17 AGE 18 AGE 19 AGE 21 AGE 22 AGE 23 AGE 24 … WITH GRANDF