Emma Fric, Global Development Director at Peclers Paris, was guest speaker at the event, which was associated with the award of the Red Dot design accolade earlier this year for its new Ford Fiesta.Ms Fric said there will be a greater desire among consumers to reconnect with culture, in an effort to make sense of this changed world.
She added that customers are likely to be bolder and more challenging, questioning political correctness, asking ‘Do I need this?’ and less burdened by conventional norms. He or she will not necessarily consume less, but differently. Looking good for less is a mantra of this self-styled ‘recessionista’, who cherishes genuine quality rather than status in what he buys.
There will be more of the consumer who balks at ostentation, preferring to celebrate the simple, the everyday, that which preserves culture and the environment.
Also speaking at the event was Ruth Pauli, Chief Designer, Colour and Materials, at Ford of Europe. She spoke of Ford’s ‘kinetic design’ philosophy of ‘energy in motion’ as answering the need for Ford cars to ‘look as good as they drive’. The Fiesta was the first expression of this design language in a small car. .
Joanne Sheehan, Marketing Director for Passenger Car at Ford, said that there will be more and more stylish fashion design cues in the make up of cars.
The red dot design awards are presented annually by Germany's Essen-based Design Zentrum Nordrhein Westfalen. The independent jury assesses each entry against a series of criteria which includes innovation, design, functionality and quality. For the 2009 award, 3,231 submissions were received from 49 countries. The Fiesta was hailed as "one of the most stylish cars in the world".
Pictured are Emma Fric, Global Development Director, PeclersParis and Ruth Pauli, Chief Designer, Ford of Europe.
