ATW #2216 – Designing Cars & Brands That People Trust

May 10th, 2018 at 4:00pm

Internet Premiere: Thursday, 5/10 @ 4:00pm ET
Detroit Public TV: Sunday, 5/13 @ 10:30am ET

Phil Gilbert, General Manager, IBM Design
Phil Borchard, CATIA Design, Dassault Systemes
Jeevak Badve, Vice President, Sundberg-Ferar
John McElroy,

With more and more technology being added to cars, automakers can no longer design vehicles that delight customers, they now have to design vehicles that build trust. Input is needed from many different disciplines, so design can encompass a customer’s entire experience. On Autoline This Week, John McElroy is joined by three design experts who explain why “designers have to become stewards of morality.”

Subscribe to the free podcast:

5661 rss-logo-png-image-68050 stitcher-icon youtube-logo-icon-65475

One Comment to “ATW #2216 – Designing Cars & Brands That People Trust”

  1. Lambo2015 Says:

    This conversation sounded very much like they are in pursuit of the trust and customer loyalty that is prevalent in the cell phone industry.
    All cell phone users upgrade every year or two but if they have an I-phone they tend to stay with I-phone. Galaxy or Android users tend to stick with another Android phone. That trust or familiarity with the system keeps them coming back. I believe that vehicles will need to balance all the new AV controls and infotainment systems to maintain that familiar feeling in the way they work while allowing for upgrading and additional functions.
    This will become even more important as ride sharing becomes more popular and people are jumping from one vehicle to another. Commonality will provide a level of comfort and ease of use. Jumping into a new car and having to search for radio, wipers, HVAC or any other controls increases stress. Ease of use will increase preference but I’m not sold that a preference is the same as trust. To me trust is when the vehicle operates every time as it should. Not sure they can do much of anything in the design to build that trust. Its like my home furnace. It operates every time without issue and nothing more than a filter change like twice a year. Does it matter how it looks or is designed? Not really but I trust it because it works for years on end often times for 20+ years or more.