It's no mistake that the Los Angeles Auto Show has developed a reputation of being focused on automotive design over the past several years. The L.A. region has long been considered a hub of emerging American creativity and consumer trends. Therefore, it's no wonder that the area, a 120-mile radius to be precise, contains the highest concentration of auto manufacturer design studios in the world with 15 from Europe, Asia and North America. Los Angeles is also home to the Art Center College of Design, one of the world’s foremost transportation design institutions where many of today’s leading automotive designers began their careers.
Running four years, the L.A. Auto Show in conjunction with the Design Los Angeles automobile designers' conference presents the Design Challenge competition where a panel of 6 prominent judges announce a winner. Based on this year's theme, ROBOCAR 2057, eight auto manufacturer design studios without the worry of legislative or production restrictions have "entered two dimensional renderings and concept descriptions predicting how the rapidly advancing field of artificial intelligence will integrate into the automobile to make life safer, more convenient and more attractive to consumers 50 years from now."
Jump to the following pages to view all eight Design Challenge entries with summaries. Stay tuned as we will be covering the L.A. Auto Show live on November 14 and 15.
About Design Los Angeles
The Design Challenge is part of the Design Los Angeles automobile designers’ conference that has evolved into an integral element of the Los Angeles Auto Show. Entering its fourth year, Design Los Angeles provides designers with leading design speakers and the opportunity to address common issues. More than 500 designers attended last year’s event.
The Los Angeles region, long hailed as a leader of creativity and consumer trends, is home to the world’s largest concentration of manufacturer design studios, representing automakers from North America, Europe and Asia. It is also the home of Art Center College of Design, one of the world’s foremost transportation design institutions where many of today’s leading automotive designers began their careers.
Design Los Angeles is unique in that automobile designers are playing an integral role in its ongoing development. Six prominent designers are on the advisory board to identify issues that are of interest to designers.
CONFERENCE DIRECTORS – The Design Academy, Inc.
Chuck Pelly
A 40-year veteran of the design industry, Pelly most recently started The Design Academy, Inc., a design and creative group that consults on projects for BMW Group, Nokia and Magna International, among others. Through lectures, articles and appearances, Pelly continues to contribute to the design profession. He has received more than 50 awards, including the Eyes on Design Lifetime Achievement Award, and has been involved with Art Center College of Design since 1968 as student, teacher, mentor and lecturer. Pelly has received the Art Center’s George Jergenson Design Achievement Award for his significant contributions.
Joan Gregor
As co-founder of The Design Academy, Inc., Joan Gregor works to bridge the gap between the design worlds of industry, academia and research. Gregor’s experience in design, corporate, entrepreneurial and nonprofit environments has provided her with a perspective on developing strategic design initiatives. She has also developed a variety of new product concepts, taking them from design all the way to the retail market.
DESIGN ADVISORY BOARD
Chris Chapman – Director of Automotive Design, BMW Group DesignworksUSA Chapman counts among his many concept and production design projects the X5, X-coupe concept and the CS1. Before joining BMW, Chapman spent four years with Isuzu Technical Center of America, where he designed the exterior of the gull-winged XU-1 concept vehicle. He graduated from Art Center College of Design.
Kevin Hunter – Vice President, CALTY Design Research Kevin Hunter oversees Calty Design Research, which is a subsidiary of Toyota Motor Corporation and part of a global design network for Toyota, Scion and Lexus vehicles. Hunter’s handiwork can be found in the exterior designs of Toyota’s Tacoma, Avalon and RAV-4. He was also the chief designer of the Matrix, as well as the 2001 RSC Show Car Concept. Hunter graduated from the College for Creative Studies in Detroit.
Derek Jenkins – Chief Designer, Volkswagen/Audi Design Center California Derek Jenkins became Volkswagen’s North American design chief in 2000. He spent the earlier part of his career in Germany, immersed in the disciplined design environment at Audi. Jenkins’ work includes the Audi A2 and the current-generation A8 production cars. He also designed and directed the development of the Volkswagen Microbus, Concept T show car and the GX-3 that had its world debut at the last January’s LA Auto Show. Jenkins graduated from Art Center College of Design.
David Marek – Chief Designer and Senior Manager, Honda Research & Development Dave Marek heads the Automotive Styling Group at Honda Research & Development and has been with Honda since 1987. He has served as project leader for such programs as the 1994 Accord Wagon and the 1997 Acura CL. A graduate with honors from the Art Center College of Design, Marek has been an instructor at the college since 1989 and has been instrumental in bringing numerous sponsored projects to the Transportation Department.
Joel Piaskowski – Hyundai Chief Designer, Hyundai Kia America Design Center Joel Piaskowski is the chief designer responsible for the Hyundai design team. Piaskowski received an early education in the world of automotive design, drawing cars with his father, a designer at DaimlerChrysler. Piaskowski graduated from the Center for Creative Studies in Detroit and worked at the General Motors Design Center for more than 12 years before joining Hyundai. The Hyundai HCD-8 Sports Concept is one example of the numerous design projects that have received his design direction.
Frank Saucedo – Design Director, General Motors West Coast Advanced Design Studio Frank Saucedo, design director of GM’s studio, has a long list of design credits that include international experience at General Motors’ Russelsheim studio, where he worked on Opel products, including the Corsa, Tigra, Astra and Omega. Saucedo was formerly the chief designer at Volkswagen’s California design studio, as well as chief designer at General Motor’s Advanced Concepts Center in Newbury Park, Calif. While at ACC, Saucedo contributed concepts for the current Corvette and the CK-series pickup. Saucedo graduated from Art Center College of Design.
Design Studio Backgrounder
Creative Climate Conducive for 15 Automobile Manufacturer Design Studios
From the sand and shopping to the latest music and movie stars, Los Angeles is known as the leader with a diverse cultural playground. In the eyes of the automotive world, Los Angeles is also seen as one of the global leaders in automobile design.
The Los Angeles area is home to 15 automobile manufacturers’ design studios — all situated within a 120-mile radius. In 1972, Calty (California Toyota) was the first automaker to formally open a design studio in the area. Others soon followed, inspired by the stimulating environment which both motivates untraditional thinking and enables the studios to serve as cultural outposts to monitor developing trends.
What distinguishes Los Angeles?
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The region’s cultural diversity and its passion for cars. Latino and Asian cultures play a decidedly increasing role in the composition of Los Angeles.
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Warm, temperate climate allows consumers to enjoy their automobiles year-round. The geography of Los Angeles also provides a wide range of terrain, from soaring mountains to sandy beaches.
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There is a tradition and culture of expressive freedom. Angelenos are quick to incorporate fresh ideas and activities into their lifestyles and an entrepreneurial spirit permeates the region.
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Integrating film, television, and music, Los Angeles serves as the intersection of the entertainment world. The character of the city reflects the trendsetting nature of the industries and its role in popularizing the most current images worldwide.
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Customization has become an expression of Los Angeles’ culture and desire for individualism. There are more aftermarket businesses located in the region than anywhere else in the world.
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The Art Center College of Design in Pasadena is recognized as one of the world’s leading design schools. Many of the world’s leading automobile designers have trained at/or graduated from The Art Center.
Perhaps no other city is associated with and as dependent upon the car as is Los Angeles. The automobile allows the freedom with the ability to decentralize. With Los Angeles being the home to some of the country’s first freeway systems, fast-food chains and drive-through banking, LA continues to play significant roles as a trendsetter. Even as the region continues to develop, it develops first around the automotive culture.
Los Angeles has the ideal culture and climate to serve as an epicenter of creative automobile design and has clearly caught the attentions of leading automobile designers.
Southern California-based Automobile Design Studios
Studio – Opened – Location
Advanced Design Studio – Honda R&D – 2006 – Pasadena
BMW Group DesignworksUSA – 1972 – Newbury Park
California Advanced Product Creation – 1984 – Irvine
Calty Design Research – 1972 – Newport Beach
DaimlerChrysler’s Pacifica Design Center – 1983 – Carlsbad
General Motors West Coast Advanced Design Studio – 2000 – North Hollywood
Honda Research & Development – 1985 – Torrance
Hyundai Kia America Design Center – 2003 – Irvine
Isuzu Motors America Design Studio – 1984 – Cerritos
Mazda Research & Development of North America -1988 -Irvine
Mercedes-Benz Advanced Design of North America – 1990 – Irvine
Mitsubishi Motors Research & Development – 1984 – Cypress
Nissan Design America – 1979 – La Jolla
Volkswagen/Audi Design Center California – 1991 – Santa Monica
Volvo Monitoring and Concept Center – 1986 – Camarillo
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