CDE Podcast #004 - Dominic Najafi

00:00:00: Genuinely, there's never been a better time to be a car designer because we're on the position of asking what is next?

00:00:07: How do you know user-wide AI?

00:00:08: how does that get used.

00:00:10: You look at disruption in industry.

00:00:12: What should we do next?

00:00:13: There are so many questions and opportunities.

00:00:15: therefore creativity will always shine through.

00:00:20: Hello & welcome to The CDE Podcast.

00:00:23: Today We're speaking with Dominic Najafi.

00:00:26: He's the head of exterior design at Chevrolet's advanced designed studio in The UK.

00:00:32: Hello, Dom!

00:00:33: How are you?

00:00:33: Very good thank-you.

00:00:34: yeah very nice uh...very happy to be here.

00:00:36: Good To Meet You.

00:00:38: Neither Of Us Are From Germany but we sit across from one another In Munich.

00:00:41: Where Abouts Are You Based?

00:00:42: In The UK

00:00:43: And UK.

00:00:43: We're Based In A Lovely Town Of Lemonson Spa In The Midlands.

00:00:48: Nice Location Quite Near Two Other Nice Areas Too Close To London Close To The North.

00:00:54: Very good location and I know the epicenter of automotive design as well.

00:00:58: So we've got great network around us.

00:01:00: That

00:01:01: is a lovely part of the world.

00:01:02: There are no towns that end in Spa In the UK that aren't quite nice.

00:01:06: Exactly, it's Royal Lemington Spa Aswell so its very esteemed location.

00:01:12: The Queen did go there apparently And thats why it's royal.

00:01:16: Seems unfair to put all the designers in Lemington spa But we put all engineers in Milton Keynes.

00:01:20: They definitely have a bum deal didn't they?

00:01:22: Well, we need the inspiration.

00:01:27: There's a few engineers in Le Mans as well absolutely but Milton Keynes is more of a Formula One focus and that seems to be where action is over there.

00:01:38: We're going talk extensively about your design studio work at GM and your work prize at JLR in Bentley.

00:01:44: But first things first Where did you grow up?

00:01:46: Where are from originally?

00:01:47: how far back can you trace your passion for automotive design?

00:01:50: Okay, so as a car designer born in the eighties my story is probably very similar to ninety nine percent of other people.

00:02:00: Other car designers born in eighties and it all comes from if I'm being very young age developing love for drawing on a lot of cars.

00:02:09: So let's think...so i was born uh In Manchester um in nineteen eighty And we are..my mom was a staff nurse My dad was at IT programmer, computer programmer.

00:02:22: And very humble beginnings.

00:02:24: we lived in North Manchester and back on the day before internet when cars weren't easy to access and glamorous cars were not easily seen.

00:02:34: so you did see one.

00:02:36: it was a big deal an event I remember occasionally seeing a glamourous car just being blown away by this thing.

00:02:45: that moved like art sounded beautiful really captivated me from a very, very young age.

00:02:50: My dad used to have interesting cars too and so occasionally he'd bring back the car magazine.

00:02:57: when you was coming out of work I dove into these.

00:03:02: there is pictures with me in my cot as baby just like surrounded by car magazines.

00:03:09: There's even my parents used to say that they'd wake up in the middle of light and just hear like pages turning.

00:03:14: When I was reading, looking through car magazines as a baby with my carton stuff.

00:03:17: so it has been weird... I'm not normally a bit of a weird child when i was growing up but yeah always had this love for cars.

00:03:26: And um..and think you know my dad and mom are a car designer.

00:03:32: That wasn't any normal job or anyone knew about.

00:03:37: I didn't acknowledge of, but by looking at car magazines and i could see you know there's articles that occasionally you'd see a sketch or an interview with the car designer.

00:03:45: It was like this is a job!

00:03:46: You know people design... People draw these shapes.. These cars And from very early age they just knew it wanted to be a car designer.

00:03:54: But even in school I remember seeing The Careers tutor when he came to point out what jobs we would like do for what Jesus is to study and stuff.

00:04:04: Yeah, The Career's advisor shared his massive book and I was looking through it.

00:04:08: It's like, no, no car designer is not in here!

00:04:10: And there can't be a

00:04:11: job."I

00:04:11: knew... I know its'a

00:04:13: job!".

00:04:13: So anyway.. I did actually drag my dad as about probably like fifteen but i dragged him to the Royal College of Art To see The Vehicle Design Show There.

00:04:26: Then that when he knew It's not normal for teenagers to be taking their dads at university, uh...to see something.

00:04:32: So that is when he knew it was real and he said okay if you want do this then go through.

00:04:37: so I really had the buy-in from my parents to pursue it.

00:04:41: And yeah!

00:04:42: So I ended up in Coventry University which a lot of people on team went too very famous at time having the vehicle design course there following in this footsteps of many great, great car designers really proud to do that.

00:04:57: And yeah, Coventry was a great experience and set me on the path to this dream job and it is genuinely... It's a dream job!

00:05:06: Yeah.

00:05:07: It's funny.

00:05:07: most designers I've spoken too they kind go oh well i started as an artist found my way into automotive design, but you're like no day one.

00:05:17: I will draw cars for a living.

00:05:18: Yes it was strange and i think looking back at what would have been really strange with parents to this little kid who's just so keen on doing that... But then when we meet people get the job.. And there are lots of other people too because they didn't know them at the time.

00:05:34: So yeah all comes from passion love of car drawing put together start your own designs and shapes, it's so inspiring.

00:05:47: So whenever you saw a car magazine with designer sketches in there, that was like wow because they don't teach at school.

00:05:52: But then when you find out this is the university who teaches it's amazing and doesn't even feel like work.

00:05:57: That's just a hobby learning to do a hobby better And if you get a job its getting paid for your hobby.

00:06:06: That was thought process.

00:06:09: Yeah absolutely It was a dream come true When I got my first job finally.

00:06:15: And

00:06:15: what was that first job when you graduated?

00:06:17: So

00:06:18: I did the internship at Bentley, um... When I was at Coventry a third year there and completely fell in love with the workplace!

00:06:26: You go to it- It's very basic Bentley then as like big shed but its owned by Voxone Group.

00:06:31: so they were doing really great work had some highly recognised specialist designers in charge.

00:06:42: And it was at a time when the first content of GT wasn't quite launched, so I went to an internship and got to see that car before its launch... Wow!

00:06:51: ...and this is they're really doing some progressive stuff here.

00:06:54: This going be great.

00:06:56: Yeah just completely fell in love with the workplace.

00:06:59: Stayed there all hours Got all sorts jobs to do as intern designing gear knobs things.

00:07:03: but people can't believe why i've been staying there all night sketching gear knobs this place where you go to get paid, draw things think of things ideas use your imagination be part of the car industry in that quite basic studio at the time.

00:07:22: The clay models big sketches on the wall.

00:07:26: it was just like my eyes were.

00:07:27: wow okay!

00:07:28: This is incredible.

00:07:29: so absolutely fell in love with that.

00:07:30: So that's my internship and I'm lucky enough do ok and impressed them enough.

00:07:36: they offered me a job when i graduated.

00:07:38: I was two years as an interior designer at Bentley, and then six years as exterior designer.

00:07:46: And so eight years in total up Bentley... ...and i learned a huge amount there really that it's the stepping stone.. ..I learnt all about what is takes to dedication required to get design to right level To a level that is refined That shows real attention to detail and craftsmanship and I really learnt about work ethic of Required There especially from the Volkswagen group Wave Working, which was.

00:08:14: I always say to people that we were like soldiers at Bentley.

00:08:19: It's this work ethic of sketch clay and we're just almost like soldiers but when you are young or hungry absolutely couldn't get enough off it – brilliant!

00:08:29: That work ethic in what I learnt at Bentley really set me up for the future And look back on those times very fondly.

00:08:38: Robin Page, who was my first boss on the interior design team.

00:08:42: Ryle Perez, Dirk Van Brackel these names have got onto other great things now but yeah it's a really good little squad of design leadership that taught me a lot.

00:08:53: Yeah

00:08:54: You just touched on there.

00:08:55: But next question is going to be Who are some really seminal figures in your early years as mentors teachers?

00:09:02: Who you learned particularly useful from?

00:09:05: I think there were lots people and this why stop naming people and realise you're forgetting people.

00:09:10: And if this is heard by one of those people, that'd be terrible.

00:09:14: but I'll talk about something to bring into mind... ...I think as a Robin Page was my first boss as an interior design manager.

00:09:23: he really was so organised, professional great attention-to-detail and knew how work with the business with other stakeholders outside of design knew how to bring them along on their journey and make people feel involved, so I learned a huge amount from him.

00:09:42: And then Raul Perez was my exterior chief after that... ...and incredible creativity in attention to detail again on this work ethic of how to read-a-claim model….

00:09:56: …I've really learnt at the phase about reading a clay model,….

00:10:00: ..how to judge surfaces and forms and lines and that kind of training was absolutely invaluable.

00:10:09: of like having a clay model there.

00:10:11: that is effectively living and breathing thing with the team of models around it who are there for you to make your design come to life.

00:10:21: And as young kid almost, working with these clay models could be quite intimidating but once you build a rapport with them You've got earn that respect or showing.

00:10:32: You've got ideas showing that you know what your doing, but open-minded enough to learn from them as well and learning their experience.

00:10:40: That was fantastic!

00:10:41: And then you could have a really good time developing a clay model... There's nothing better than getting the clay model at certain point painting it taking outside.

00:10:50: seeing this is almost like real car there that you're being part of because thats beauty in job not many jobs every day.

00:10:59: more often than not you get blank page And at the end of that day, because there's something there.

00:11:03: That wasn't their in a beginning or something new and it's coming from your imagination always come from a Brainstorm with other people.

00:11:10: super creative job You know I think is very fulfilling.

00:11:13: we're very lucky to have another job like that.

00:11:15: So all the people are mentioned on mentioning a guy called Richard Gilmartin actually who was an interior designer for what he Was great as well?

00:11:22: It was his community spirit.

00:11:24: He used to do a lot charity work okay.

00:11:26: so she young very introverted kid almost Bentley.

00:11:30: Suddenly I was with him doing charity bike rides, dressed as granny's.

00:11:36: We did marathons and raised a lot of money for charity but always this under the umbrella we have Go Granny Go which is his charity And he suggests all in pink as grannies With fat suits on.

00:11:48: Then do these extreme things that i would never thought of doing On my own.

00:11:51: That really opened my mind to just bringing me out into my shell Doing something you're uncomfortable doing.

00:11:59: You learn a lot from that, you learn about teamwork and community.

00:12:03: And yeah it was fantastic kind of element to aside the job itself.

00:12:07: but on those like social side doing things not just for you as well someone else something difficult actually someone else benefits That's really good.

00:12:19: So definitely mental in my early days.

00:12:22: so we're talking my early twenties mid-twenties now Twenty years ago.

00:12:29: I can't believe you just told the story about dressing up as grannies and going for runs, And then connecting it to a genuinely useful life lesson As a designer About getting out your skin and having a sense of community as a team Exactly.

00:12:39: Whatever he takes To bring you closer with your team members And make them feel comfortable around each other right?

00:12:43: Yeah

00:12:43: dealt With the trauma.

00:12:44: that's how deal The trauma of those situations.

00:12:46: and yeah seen seeing the positive side to It.

00:12:49: so from A fairly conventional place Of work at Bentley um to a pretty unconventional Place of Work where You now are the UK Design Studio for General Motors.

00:13:00: Just tell us a little bit about what your team is all about and what they do?

00:13:03: Yeah, so actually my role as head of studio in exterior design but reporting to Julian Thompson who's the design director.

00:13:11: So Julian Thomson great charismatic leader very well known in car design circles.

00:13:18: you know he's And he got me in for this opportunity, which was brilliant and we were able to build a team from the completely blank page.

00:13:27: It's totally unique opportunities.

00:13:30: usually you go to job even if you have it goes your way.

00:13:33: You need to recruit people there still usually People that but This is a genuine blank page To pick The Team and um...you know..it Was something We couldn't turn down because just previously to That I've Just touched one.

00:13:46: i did do twelve years at JLR and that's where I first met Julian, Julian employed me there.

00:13:52: And what we really learnt as well was how to develop and evolve premium brands.

00:13:58: This has been very useful.

00:13:59: in joining GN Drawing got this team from a blank page.

00:14:06: Pretty much everybody Julian asked and I asked to join came.

00:14:11: It meant it could just create the culture of creativity or respect like-minded people who help each other.

00:14:22: We can really create this special culture in the team, and it's why we've been able to hit the ground running from day one.

00:14:30: just start creating things that are adding value to GMGlobal design.

00:14:36: they have embraced us amazingly with open arms.

00:14:41: They want know what you think or point of view.

00:14:43: It has been creatively empowering.

00:14:49: So yeah, so the team we have now is about thirty-five of us.

00:14:53: We've got a brand new studio as mentioned in The Great Royal Lemington Spa and... ...we're fully kitted out studio, fully capable to go from very first sketched to full size clay model.

00:15:08: And our job really is to provide a very unique perspective on the established brands of GM and just provide that provocative point-of-view, something that gives them a very... How can I put it?

00:15:28: Well we don't want to send the thousand sketches over as they pick one.

00:15:32: What we wanna do is create a very clear vision knows about you to them, but it also just allows then see from a different side and think okay ah ok maybe there's something we've not thought about.

00:15:52: Maybe we could go this way.

00:15:54: so its very challenging I always say were not necessarily designing to win projects because its quite different.

00:16:02: Designing to Win is quite different to designing to drive change.

00:16:08: If we're designed to win, we could get what they were already doing and maybe just tweak a few things.

00:16:12: And then it could win because those elements might be slightly better.

00:16:16: but we are there to provide very clear alternative perspective by using all our insights on our experience of developing premium brands.

00:16:26: how things are in Europe the trends in Europe is seeing sensitivity.

00:16:30: you know customers really engaging with things that have a clear purpose or identity And that's what we're doing.

00:16:37: So it is an amazing job.

00:16:38: in GM, there are quite a few brands and they all very different to each other.

00:16:43: They offer unique opportunities.

00:16:47: Some of the most famous nameplates like Corvette and Cadillac This dream stuff.

00:16:55: We've been absolutely thrilled to be able show our first Corvette concept.

00:17:01: Well, our first concept which is this Corvette concept we've just launched.

00:17:05: And that showcases really our abilities as a team and very varied team.

00:17:11: It's been already two-and-a-half years but it was an amazing journey We have had.

00:17:17: the leadership in GM has really embraced us and given us freedom.

00:17:21: Steers are on right path when needed.

00:17:22: You know...we're learning about GM.

00:17:25: you got to be humble in business Okay?

00:17:27: Just understand That your not..you don't everything.

00:17:32: It creates new conversations, think differently and creating something new in the process by that realisation.

00:17:40: You don't know everything.

00:17:40: you've got to learn And it's

00:17:43: really does sound like an extremely unusual car design job.

00:17:48: Most designers get a brief.

00:17:51: The brief is about this size or price.

00:17:54: That's not what guys do at all.

00:17:56: How do you think GM benefits from having satellite design studios like yours?

00:18:00: What can you do that they can't do in-house.

00:18:02: I guess there's an agility to the way guys work, right?

00:18:04: Yeah definitely first of all we're at a very good point our size because if it is small...we are definitely more agile.

00:18:14: We create things quicker and we could be very prerogative You know not HQ.

00:18:20: so really challenge.

00:18:24: We'd explore new ideas and offer a test bed for not just design but also technologies, the way we embed technology into our internal processes.

00:18:31: Try new technologies out as well.

00:18:33: If it can be this year will see ourselves sometimes to test pilots for new things.

00:18:38: But wait GM could really benefit.

00:18:40: I think you know what?

00:18:41: We have that we've got zoomed-out view so we Can kind of almost get more clarity on what's going on by zooming out seeing things very fresh And having something based in Europe, you look at... It's great that we've got this student now and GM has a genuine global design presence because it was missing until we joined.

00:19:02: They have studios on the Far East then California as well as Detroit.

00:19:08: but there is something about Europe which is super competitive.

00:19:11: in Europe You get people who are very I think they really buy into brands with real purpose really stand for something.

00:19:24: And so what we try and do is bring this level of thinking to make sure that, you know... We ask all the questions about why a lot.

00:19:33: first of all Why?

00:19:34: Just so we can understand create justification for why brands should exist What it could stand for or mean in creating very clear points-of view on the brand.

00:19:46: In Europe as well there's so much culture diversity in cultures, a lot of design schools.

00:19:52: A lot studios and suppliers all in quite close proximity which means it's just very rich ideas region.

00:20:02: And also if you think about the European way of designing there is alot of art history There are lots of great architecture There is spittication to some of the best European designs.

00:20:19: European brands are famous in the luxury segments, craftsmanship.

00:20:24: So we just bring all this as well when developing designs and developing our visions.

00:20:31: And I think it's really beneficial to the operation

00:20:37: As i understand that your team focuses mostly not on stuff thats gonna come out next year or a year after but will inform staffs that may be coming way down the line.

00:20:46: This might seem a silly question, but I've always been curious.

00:20:49: How do you design stuff for the not so near future without making it deliberately futuristic looking in a way that can be a bit sort of contrived?

00:20:59: Does that make sense as a question?

00:21:00: Yeah no to this is good question.

00:21:02: So i think historically advanced designers has always being about creating dreams between years away and there's a place for That.

00:21:09: But I Think The Way Things Are These Days You know your seeing how things revolving The time to market is a lot quicker.

00:21:18: You've seen great creative change in what brands are doing in China, and I think really our job is to give a really imaginative and brave and creative view but make sure it's technically got substance that can be made.

00:21:41: Because we want to offer... We don't say, here look at this.

00:21:43: This is amazing but it's never going happen and maybe in twenty years you can have it.

00:21:49: These days customers kind of want the greatest best most progressive thing now.

00:21:55: And so what are trying do?

00:21:56: Is offers some really extreme Very progressive very disruptive design But a very desirable way.

00:22:05: that with the technical capability on our team you know, give it that substance so it could be progressed if there was a desire to do so.

00:22:17: And I think that's really important.

00:22:19: basically creating things as inspiring and desirable is dream car but bringing it into reality as quick as possible as well.

00:22:30: That what we pride ourselves in offering GM.

00:22:35: So yeah thats very important And I think basically, yeah.

00:22:45: It's a fine line between like.

00:22:47: it has got to be progressive enough but also there is so much disruption and uncertainty in all sorts of areas or industries.

00:22:57: really at the moment What we say isn't something that was spoken about before But you want other stakeholders.

00:23:07: They've got to come into the Advanced Design Studio, they're going to design and the Advanced design studio.

00:23:13: And just go wow we need to build that you know?

00:23:17: We've gotta inspire the business give them clarity who's gonna give them direction um...and show them the way forward.

00:23:26: I think y'know..that what really strive to do rather than saying hey here are loads of options take your pick then uncertainty continues.

00:23:36: So we want to be very focused with what we show and create a vision that's very holistic, meaningful and profound.

00:23:43: And something the company can anchor in direction too.

00:23:48: so okay then let us go this way!

00:23:50: I think it is responsibility of response design these days.

00:23:54: I have seen pictures from your studio.

00:23:55: you've got all the best and latest toys.

00:23:57: You're lucky.

00:23:58: there are some seriously cool stuff that enables small team as you say really agile.

00:24:03: the latest clay modeling equipment, I believe.

00:24:07: That's very cool!

00:24:08: How about AI?

00:24:09: There is obviously a buzzword of them all and there are some pretty astonishing tools now available to designers.

00:24:15: how much you're leaning on those as team.

00:24:17: So it has no secret that AI is something we can talk for whole day And at end-of-the-day.

00:24:24: your capability will have progressed further in our time being spoken.

00:24:31: We've had a lot talked by today.

00:24:35: It's an absolute hot topic.

00:24:38: I think AI is developing so quickly that it actually, you could say its quite overwhelming and it can be quite chaotic in our process if we don't start to figure out how properly integrate into the process and modelers.

00:25:07: And we're pretty much in quite an early phase of this, but we are figuring that out!

00:25:14: We do use it...we don't rely on it at all ...and definitely not yet.

00:25:20: I think basically you know what our priorities really hone is?

00:25:26: What we try to achieve ?

00:25:29: How can we use AI to enable us create a better design and a better design output.

00:25:36: And not get distracted with all the things I can do, but actually that doesn't necessarily keep us on our track to create The Vision.

00:25:45: so we are figuring this out!

00:25:47: We're talking about the ethics of it how it affects our culture as a design team To make sure everyone still be best at their job and express their specialist skills How they can make them even more enjoyable.

00:26:02: because you know with AI, some people are super positive.

00:26:07: Some people have very defensive and want to brush into the carpet.

00:26:11: but it's an inevitable part of our life And its going to have a positive impact on many industries.

00:26:17: So yeah we have to work on how can best serve us as almost like being another designer in team You're bouncing ideas off and you're sort of like growing ideas together.

00:26:33: So what we don't want to see is just it being abused in a way that creates loads of random options, where's the idea here?

00:26:43: What are we trying develop?

00:26:52: this and these conversations are things we're even having in the team now of how were going to adopt that.

00:26:57: so I'd say, We shouldn't be scared a bit.

00:27:00: We should embrace it but really make it work for us And achieve our objectives.

00:27:07: No, the importance of human input and human creativity is not going to disappear any time

00:27:13: soon.

00:27:14: We're assuring

00:27:14: today... Exactly!

00:27:15: Human beings are still got imagination.

00:27:18: they're spontaneity.

00:27:21: we do random strange things that can create completely new ideas and directions.

00:27:27: I think human being's one with judgement with sense.

00:27:31: makers of all this, and I think... And always say that we practice our human skills.

00:27:39: We try to practice our humans' skills as much as our digital skills.

00:27:44: Human beings are the ones you can debate with and argue with or have fun with and create with.

00:27:54: The way we work in how much fun we have at work is a real part creating new things.

00:28:03: I think you can always see in a design if they have fun doing it, the team has fun doing that and sometimes there will be spontaneity to their designs or flow with natural feel of the design and excitement for them.

00:28:19: so i hope And there's more to come from us as well, hopefully over time.

00:28:27: We really enjoy what we're doing and are very creatively fulfilled.

00:28:34: That human element is hugely important for us.

00:28:38: AI can't offer motivational leadership.

00:28:43: It cannot necessarily inspire us or get us to think about different things.

00:28:49: I think the human interaction debates and creative thought processes is still absolutely prevalent in our team.

00:28:59: A few speedy quickfire questions just to wrap up, if we may... Go go!

00:29:03: Okay what's a project that you've worked on during your career?

00:29:07: That you look back on especially fondly whether it's because of the end result or because of The experience of developing it?

00:29:14: It's not so quick isn't

00:29:16: it?

00:29:16: It's an easy question

00:29:17: yeah but wasn't like.

00:29:18: I'd been very lucky my career of something that I've got to say.

00:29:29: What we just done as a team, the callback concepts and now it's the precious thing like what you have just done.

00:29:36: That was an amazing team effort.

00:29:39: Such unique project Day one.

00:29:40: We joined GM A few years ago.

00:29:42: The phone rang and it's like, hey welcome to GM.

00:29:45: Do you want to show us what a Corbett hypercar concept could look like?

00:29:49: And that was an

00:29:50: intense first day.

00:29:51: How do we welcome, really invent an iconic sports car?

00:29:53: Yeah!

00:29:55: Intense but without doubt like dream project absolutely dream Like as a car designer too.

00:30:00: have that brief.

00:30:01: so wow.

00:30:02: So we really enjoy doing.

00:30:03: that is the team.

00:30:05: You know I've got say pressure off my mind at the minute, but that's a thing I'd love to point out and say.

00:30:12: When i said part of team many people involved.

00:30:17: all our specialist areas contributed what it is.

00:30:25: we're talking from brand strategy to designers.

00:30:29: The initial spark sketch was a guy called Oliver Cattell Ford.

00:30:35: that's the start of the process in terms of aesthetics.

00:30:41: The design technical has got a great technical story there as well, it gives us very unique angle and exterior design really work well together too all the great visualisation we've done even with photography led by Ian McShane's team means what we do a complete end-to-end process.

00:31:08: We were fully resourceful, end to end process team.

00:31:11: just thirty five of us from that brand strategy and purpose.

00:31:16: the first sketch modeling rendering visualization photography launch assets all as one small team.

00:31:25: it means you can hand over to GM.

00:31:27: here's their full story.

00:31:29: Here is our view very empowering and motivating and it's a credit to the GM leadership who give us that freedom, welcome our thoughts.

00:31:41: I won't pull you up on citing your last project as your favourite because first of all... every designer of ours says that.

00:31:46: And I suppose, That's a good thing.

00:31:47: it means you're enjoying your jobs and

00:31:48: just secondly It is

00:31:49: such radically different projects are pretty much everything else he done.

00:31:52: so allow it.

00:31:53: Thank You.

00:31:54: now that was not very five fast questions isn't?

00:31:57: oh really long question of the

00:31:58: conversation.

00:31:59: let's finish with this.

00:32:00: then A little nugget of advice to budding car designers whether they still studying Whether They've Just graduated in there looking for their first job maybe just started In The industry.

00:32:09: what's a piece of advice that would stand them at?

00:32:11: Goodstead based on Your experience i

00:32:13: think Is never Genuinely, there's never been a better time to be a car designer because we're on the position of asking what is next?

00:32:21: How do you know user-wide AI?

00:32:23: how does that get used.

00:32:24: You look at disruption in industry.

00:32:26: What did we do next?

00:32:27: There are so many questions and opportunities.

00:32:29: therefore Creativity will always shine through And win.

00:32:35: today We look for students.

00:32:38: I'd say it can spark and have all best technology to your disposal.

00:32:44: but that spark, the idea what's your thought process?

00:32:48: What are you thinking about?

00:32:49: The little sketches show how the designer brain is working.

00:32:54: That really attracts us.

00:32:55: so advice I would give is be very open-minded and humble.

00:33:02: learn new things continually upscale always just practice you know, the little doodles.

00:33:08: The little sketches that just show how your brain is working You know?

00:33:12: Your brains are paged directly.

00:33:14: There's nothing beats in terms of just sparking out an idea.

00:33:18: So In your portfolio always have those loose sketches Those sparks and ideas And try to stand out.

00:33:26: I mean Young generations could say they're saying we not buying cars We aren't interested.

00:33:35: Show us!

00:33:36: So what card do you want?

00:33:37: What car would you buy, show us the new ideas.

00:33:41: Don't just try and do things that we like Like...what is your idea?

00:33:45: Have fun with it.

00:33:46: Show something really fun.

00:33:47: Show someone will get our attention.

00:33:48: We see a lot of portfolios A lot talent And so much talent in industry.

00:33:53: But I'd say work hard Be humble Respect people.

00:33:58: It's very global yet tiny Industry.

00:34:04: If you're a respectful, hard-working humble person that will go a long way.

00:34:10: But yeah have fun with what you do show in your portfolio and surprise us little

00:34:27: bit.