" The industry faces a challenge to make sure automobiles don't become like white goods, and to maintain the passion that people associate cars with. There is still a very big need for emotional cars. " Renault made a major technology shift prior to the recession with the introduction of G3D, and have moved massively into the digital age. We are able to do three times as many projects with the same amount of people as we could in 2005. " Investment in technology will be massive in the future and the design industry will have to change the way it is organized. I fear that the need for car designers will be no greater in a few years than it is today. What is for sure is that there will still be a need for great quality designers. Even at companies that are not hiring, if they see someone with great quality they will hire them." " Investment in technology will be massive in the future and the design industry will have to change the way it is organized" Patrick Le Quément, senior vice president, Renault Corporate Design

" At Mazda our aim is to create designs that are cost- effective but also meet growing customer expectations for perceived quality, in particular in interior design. As well as cost- effectiveness, safety, comfort and human- machine interaction technologies are all important attributes that will be included in future vehicle design. In addition, we will strive for a strong emphasis in further improving quality and developing a unique ' Mazda look'. " The current design language is reaping the rewards of the Nagare series of concept vehicles. These cars drew their influence from movement in nature, which helped our designers get alignment in the development of future models. For the companies that survive [ the recession] there will be no change to the car design process; it is still the key motivation for the buying public. There may, however, be fewer jobs available, so only the really talented designers will get positions in the industry." " As well as cost- effectiveness, safety, comfort and human- machine interaction technologies are all important attributes that will be included in future vehicle design" Peter Birtwhistle, chief designer, Mazda Design Europe