We have had a great induction week-2011 so far. We have had some of the best visiting faculty who have graciously shared their valuable knowledge with our students. One such gentleman was Mr. Prasad Boradkar.He is an associate professor and coordinator of the Industrial Design program at Arizona State University in Tempe, USA. He was at DYPDC to talk to our students during their induction week.
Click below to watch the interview:
He was gracious enough to answer some of our questions when he was at our campus.
Tell us a bit about your background. What you’ve been doing? What you intend to do in the future?
I was born in 1957, I am a car design manager, expert in industrial product development. I am also a university design teacher.
In 1982 I graduated from Art Center College of Design in Pasadena, California (U.S.A.), in transportation design. The same year I moved to Turin, in Italy, where I started working as a designer for “Pininfarina Studi & Ricerche”.
From 1983 to 1986 I worked as a senior designer at “I.DE.A. Institute”.
In 1986 I was hired by Fiat Auto as design manager and studio chief in charge of exterior design of Fiat cars. Later and until 1992, I worked as manager of exterior design of Lancia cars at Centro Stile Lancia in Orbassano. One remarkable result of this engagement was the development of the Lancia Delta Integrale.
In 1992 I started my collaboration with “Giannini Automobili”. I was engaged as director of design and in charge of the development of new products. In only four years, I achieved the task to qualify Giannini as “carrozzeria” in ANFIA, Italian national association of coachbuilders.
In 1996, at the Turin International Auto Show, Giannini, in parallel with all the major Italian coachbuilders, has been invited by Fiat Auto to develop a show car based on the new Brava. Giannini presents Windsurf, a coupé with very advanced aerodynamic concept, which I entirely conceived and developed.
Meantime, since 1992, I widened my professional interest to the design of boats and motorcycles. I started consultancies with “Victory design”, engineering studio devoted to yacht design based in Naples, and “Majestic Auto”, Indian industry producer of motorcycle and mopeds. In both cases I had the opportunity to transfer my specific knowledge and the development technologies in use in the automotive field to these other product sectors.
From 1996 to 1998, I moved to Germany to work for “Daimler-Chrysler” at the Mercedes-Benz Advanced Design studio in Sindelfingen (Stuttgart).
From 1999 on, my engagements are shared between consultancies and teaching. In fact in the following years I’ve been involved with the Universities of Pescara, Genoa and the Polytechnic of Milan as a teacher in their courses of studies.
During this period of time I developed projects with several companies such as Tecnema, Picchio, Bizzarrini and Tasso (now Italcar) in many cases creating a synergy between industry and the academic world. I organized my research activity by creating, with prof. Michele Platania, CISME (Centro Interdipartimentale di Studi sulla Mobilità Ecosostenibile), a center of studies on sustainable mobility. In 2006, I became director of the research center. Meanwhile, I became member of the scientific committee as well as coordinator of all design activities of Tulton, company specialized in new products development.
Since 2007, I’ve been with the Politecnico di Milano, where I teach and perform my research activity and tutorship of the master on Automobile Design organized with Alfa Romeo. I am now member of the research unit of Advanced design (UDR ADD). I am also member of the commission for evaluation of new patents of the Facoltà del Design of the Politecnico di Milano. I am also project leader of interdisciplinary projects for the Alta Scuola Politecnica (Politecnico di Milano and Politecnico di Torino).
I am in charge of Strategic Design course at the Faculty of Architecture of the University of Genova.
Since 2009, I’ve been with the Scientific Committee of Milano car design, in the capacity of President. It’s a company devoted to research, design and production of prototypes and special vehicles and in charge of design development and consultant for D.EA. srl (Design and Architecture).
The ambition for the future is to do always better in my work and try to achieve something remarkable in terms of new products, as well as in my academic activity.
What does design mean to you?
Design is one of the most complex human activities. It is a mix of technology, art and social science. The core is innovation. Innovation has the peculiarity of being interdisciplinary. This requires the contribution of other competences. With the wide range of knowledge involved, coordination and organization of projects plays a fundamental role. Moreover, any project must be the development of a new idea, it cannot be the execution of some acquired know-how, as in case of some other disciplines. Design, also, is a way of expression, a communication mean. Design is the practice that allows dreams to come through. Man will always desire. This is why design practice will never stop.
How did you get interested in Automobile Design?
I started to read numbers on car plates, I recognized cars by looking at their wheels, I started to recognize sound hearing the noise of different cars, at school all my notebooks were full of car sketches. I started to play with cars, use them, take them apart, paint them, modify them. I could recognize cars anywhere. I could tell the date of first registration of a car by reading the number on the license plate. At 18 years old, I started to race cars and I had parts all over in my bedroom. I started buying, selling, exchanging and collecting cars. In my life I’ve owned about 90 cars, with a maximum of 15 at the same time. I used to believe that each one of them had a different spirit.
What’s the scope of automobile design in India?
Mobility allows a better life quality. Mostly saves you time, so you can have a more intense life. In developed countries people spends a lot of time inside their automobiles, which has become a sort of prosthesis of our ego. For this reason cars have a representative function which has to be coherent with the culture of the owner. The scope of automobile design is to conceive complex products to supply population with tools and services that people expects. The most interesting challenge it would be to understand exactly what an automobile means to Indian population and its culture and to do our best to design it.
Tell us a bit about your role as visiting faculty at DYPDC
I am offering my experience as a teacher and car designer to the development of DYPDC
What are your thoughts about DYPDC? About what it is trying to achieve?
I believe that DYPDC has set very ambitious goals for its institution. We are talking of the vision of a school that becomes a reference in car design in India and, why not, that spreads its reputation all over the world. This is a fascinating dream and I would be pleased to be part of it. I am putting my competence, my knowledge and my enthusiasm as contribution to this program.
What advice would you give to upcoming designers?
To be a designer is a very special job. It needs a lot of knowledge and a lot of competences. To become a designer takes time and patience, but when you got there, in my opinion, it is one of the most rewarding professions (not necessarily from an economical point of view). So, if you have that special spark inside, it’s worth working hard for it.
The following is an interview of Henri Christaans conducted by the communications team at DYPDC College:
What does Design mean to you?
Henri: Interesting question. Design to me is not just the outer appearance or aesthetics of a product. Design for me, is a way of thinking. When a designer is designing a product, he has to keep several things in mind. Design process starts with analysing a problem followed by extensive research. He has to know who his target audience is, what’s the present environment or situation, whether the product will be relevant in all situations.
Design has to bring change of some sort, it has to add value, make the product stand out. But most important of all is that a designer should bring his own touch to every design of his, because that’s what makes it special.
Tell us a bit more about your background?
Henri: I pursued Psychology at the University of Amsterdam, then later did a PhD from the TUD university on a dissertation entitled ‘Creation in Design: the role of domain knowledge in design’. That was my first tryst with design and I have been fascinated by it ever since, 25 years, to be precise.
Presently, I perform research in the directions of design process, thinking, methodology and cognitive ergonomics.
How do you see India in terms of design?
Henri: India has quite a distance to cover in terms of design and that’s what makes it exciting. There are only a few qualified, talented designers while the jobs are aplenty. The demand has always been more than the supply.
What do you think of the DYPDC College?
Henri: I have a good feeling about this college. It has the necessary set-up, infrastructure and facilities to conduct a program of this magnitude. The other good thing is that you are planning to have small batches, which means the quality of graduates produced will be top-notch. This is a great initiative because I believe education plays an important role in spreading awareness about the role of design in the society.
What’s the biggest high for a designer?
Henri: The biggest high for a designer is to see his product in the market, to see his months of hard work finally bearing fruit. But, it is also important for a designer to see his client happy.
Who is your favourite designer?
Henri: My favourite designers include Raymond Fernand Loewy, Marcel Wanders, Philip Starck and I’m also a big fan of Droog Design’s work.
Any words of advice for upcoming designers?
Henri: The best advice I can give to upcoming or aspiring designers is to be yourself. Never try to copy anyone. Develop your own style.
The following is an interview of Eero Miettinen conducted by the communications team at DYPDC College:
How’s your stay in India been so far?
Eero: Very good actually. I love coming to India. But I don’t find time to do the things tourists generally do because my schedule is always very tight.
How did you get interested in Automobile Design?
Eero: I was born a designer, drew cars since I was two and still do. Fortunately it also became my passion and profession.
How do you see India in this respect?
Eero: India has been doing very well for itself. You have this rich heritage. I commend Indian car designers for being so successful for such a long time in this highly competitive market.
We’re thrilled that you will be one of the guest faculties at DYPDC College. Tell us more about that.
Eero: I’m equally thrilled to be a part of this initiative. Incidentally, I also teach design back in Finland at the Alto University, so this will further help my desire to share my experiences with the new generation of automobile designers.
Could you share a bit more on DYPDC College and what it is aiming to achieve?
Eero:Despite of having a huge heritage of car designers, India still has only a handful of design schools. DYPDC College is a great initiative. There is an increasing demand for good automobile designers and DYPDC College will plug this gap.
What is design to you?
Eero:All objects that we use have to be ‘designed’ – be it a simple object like a cup or a more complex one like the car. Cars are complicated to design. When you design a car, it’s not only about the exteriors, it’s also about designing the proper interiors and also considering safety measures. The designer needs to know the work and functioning of the car. A good designer has to champion both engineering and designing. My world is a better place through design; hopefully the world is a better place through my design.
What’s the biggest high for an automobile designer?
Eero: The biggest high for an automobile designer is to see his creation taking shape and then finally being driven around the world.
Could you tell us a bit about the possibility of collaboration between DYPDC College and Alto University?
Eero: Since I’m doing a similar thing in Finland at Alto, this is a very good foundation for collaboration and exchange, and is a great opportunity for both schools. And one of the best ways for collaboration would be through projects.
Any words of advice for upcoming designers?
Eero: Everyone wants to be an automobile designer, but we shouldn’t compromise on quality in the bid. You need to be very dedicated if you want to be a good designer. A designer should also be aware of his/her social and environmental responsibilities. One needs to find out ecological solutions such as alternative power sources. The infrastructure, that is, the roads and the streets should be in a proper condition for the increased efficiency of the automobiles.
Dilip Chhabria: the man who challenged conformism
The lyrics of a famous song by the band, Vitamin C, go something like this
Do, do do what, do do what, do do do whatchulike
Whatever, whatever, whatever you choose,
Everybody wants to tell you what to do,
Whatever, whatever, whatever you do,
This is your life to lead
Make sure you’re doing what you please
Respect yourself, express yourself
Let yourself go, you know, there’s nothing you can’t do
And that’s exactly what Dilip Chhabria did. He did what he wanted to do. He chose to go to the Art Center College of Design, Pasadena to pursue Transportation Design, his dream, his life. At a time when medicine and engineering were the safe career choices, ‘respectable choices’, he went after something completely unimaginable, never bothering about what was acceptable and what wasn’t. He did what his heart told him to.
Here I feel the need to quote from the Samsonite advertisement:
‘In the journey of life, there are two roads to choose from: The first road is an easy one with street signs and shortcuts. It has the approval of the world. The second road is much harder, full of hardships and obstacles with no hand to hold or map to guide. But when you walk on it, you make way for millions of others. Which road are you on?’
Dilip Chhabria chose the second road, and has today made way for thousands of automobile enthusiasts. He has showed them that, yes, being an automobile designer is a great career option. Today Dilip Chhabria’s design firm, DC Designs, has over 650 designs on road, which is no mean achievement. DC Designs is also the largest auto accessory maker in the country. Among his clients are big movie stars, politicians, and top business honchos.
About his job, DC says, ‘I quite like my job as I’m able to dream with other people’s money.’ He is by far the biggest and the most famous automobile designer in India today, and has put us on the world map as a design-centric, design-capable nation.
But who’s going to carry on the legacy? What will be the future of automobile design in India?
The answer is – Big. Bright. Beautiful, and how?
Over the years DC has had several automobile enthusiasts ask him the same question: I want to be an automobile designer. Can you please guide me?
There are many others with such ambitions who have little idea about how to get there. Fair enough. While there are several hundred design schools around the world teaching all forms of design, there are only a handful that teach Transportation or Automotive Design.
A serious dearth of talented automobile designers, and increasing interest among young aspirants to learn automobile designing, gave birth to DYP-DC Center for Automotive Research and Studies, an association between the DY Patil Group, the pioneers in higher education and Dilip Chhabria, the iconic automobile designer.
In the words of Mr. Dilip Chhabria, ‘DYPDC College is my personal passion, and I am going to drive this institute to make sure it produces the best automobile designers. Presently there are no credible programs that plug this gap between demand and supply of world-class automobile designers. DYPDC College is here to fill that void. Automobile Designing is a hot-hot field. It’s an exciting career choice.’
On his role he says: ‘I’ll be involved with the program on three levels. First: I’d be on the jury and act as the chief mentor for my students. Second: I’d be in close contact with the faculty and constantly try and reinvent the curriculum, teaching methods, keeping it fresh and dynamic. Third: I believe like love, design is a matter of heart. The institute will aim to develop skills that embody this philosophy, coupled with business and manufacturing dynamics.’
‘DYPDC College is a boon in view of the impending explosion of automotive growth in our part of the world.’
Why are dreams so important? They give you the courage to think beyond convention, to fling your short-sighted glasses away and allow you to take in the bigger picture. Everyone dreams, but only those who go after them and persevere, make them come true.
So dream and dream big and do whatever you want to do in life. Be it automobile design, acting, singing, dancing, writing, directing – just jump in and have the nerve to keep on walking on that road even when it seems impossible to take one more step. Do it. And it will happen.
I would sign off with this wonderful quote:
“To dream anything that you want to dream. That’s the beauty of the human mind. To do anything that you want to do. That is the strength of the human will. To trust yourself to test your limits. That is the courage to succeed.”
- Bernard Edmonds
Hyundai Motor India on Tuesday said it will launch at least six new models in the next three years as it looks to enhance its position in the domestic car market.
The company, which today became an official partner for International Cricket Council (ICC), will also be spending Rs 200 crore in the next five years on advertising and promotions.
“Starting from this year, we are looking at launching two new models every year in the next three years,” Hyundai Motor India Ltd (HMIL) Director Marketing and Sales Arvind Saxena told reporters here.
This year the company will launch two new models, he said without specifying details. The company is the second biggest car maker by volume in India after Maruti Suzuki.
Besides launching new models, Saxena said the company will be intensifying campaign and promotions, specially around the ICC World Cup, which is scheduled to be played in the sub-continent. “In the next five years we will spend roughly Rs 200 crore on campaigns across the board, including the partnership with ICC,” he said.
While HMIL will be the official partner for the mega cricketing event being held from February 19 to April 2, its parent Hyundai Motor Co has become the exclusive car partner for the global cricket body from 2011-2015.
Saxena said HMIL is looking to extract the maximum mileage out of the world cup to enhance brand image as well as push sales. “While it is difficult to put a number as to how much sales we would achieve during the world cup, the event gives us an opportunity to cut across customer segments as cricket is universal in India,” he said.
HMIL, which sold a total of 6 lakh units in 2010 is targetting sales of 6.3 lakh units this year, he added.
Commenting on its sports utility vehicle Santa Fe , he said the company has closed bookings for the vehicle and may re-open them by March-end or April beginning. “We have bookings for 600 units and will be delivered by May,” he added.
On the export front, Saxena said last year the company had clocked 2.47 lakh units. “With Europe, our biggest market, yet to recover we expect similar export numbers this year,” he said, adding the company is not exploring new markets as it is already present in over 115 countries.
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