" We've sold over 250,000 units of the new Fiesta, and I think a lot of these sales are down to the design of the car. The challenge now is to maintain that momentum, and even with the financial constraints, to continue to develop our exciting design language. In all our meetings, the emphasis at the moment is a continuing drive for product, and not depending on what is happening in other areas. " It is important for us to drive design leadership, and we believe that bold design concepts are a key factor in purchasing decisions. We want to deliver the most exciting and compelling design in the segment when we introduce each of the new cars. Cost effectiveness is important, safety is a given, and comfort is very important. " Kinetic design is unique in being a design language that communicated all of its elements when we launched it in London in 2005. We are now looking to develop these elements into the next generation of Kinetic design, and maintain the excitement expressive feel of the cars and work in that direction. In terms of manpower, more designers don't improve a vehicle, we need better designers. I'm not looking for someone to invent a new design language, but I want people to philosophically think into the future; to think about vehicles such as the Fiesta." Martin Smith, executive design director, Ford Motor Europe " In terms of manpower, more designers don't improve a vehicle, we need better designers"
" As a manufacturer of premium vehicles, we are not going to suddenly start producing small city cars to meet the CO2 challenge. That might be what we end up doing, but what we're good at is luxury vehicles. " Luxury always used to be a case of " bigger is better", and more gadgets on a vehicle made a big difference. But now luxury has very different interpretations by different people. Our designers are doing a lot of crystal ball gazing and imagining how Jaguars might look to a modern customer. " We're looking to students from the Royal College of Art ( RCA) and Coventry University to get the opinions of how young people are feeling about the future of transportation. Their views of the modern world, and of what cars will mean in the future, are very different to ours. " The digital process is a big influence in how we design cars, but we will always use clay models - they are very important at Jaguar because of the ability to touch them and walk around them. In the future we'll probably see more dedicated digital studios around - but I'm not sure there will be so many satellite studios. I think the ones in California will be able to stand alone because cars are so popular there, but you can set up a satellite office digitally anywhere now." Julian Thomson, head of advanced design, Jaguar " Our designers are doing a lot of crystal ball gazing and imagining how Jaguars might look to a modern customer"