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Design principles offer guidance and a sense of direction. The principles that Bentley applies to its brand design are exemplified, in distilled form, in the new Batur coupe – and in projects that have nothing to do with the automotive world. That’s because Bentley has long been a holistic brand for luxury design.

A film about a man who cleans toilets? Can be wonderful. If Wim Wenders writes the script and directs the film. And if the toilets aren't just any old public conveniences, but potential design icons.

Christian Malorny is one of the most influential consultants in the automotive industry. His focus is on issues relating to the criteria for successful business strategies. Which brings us straight to the topic of design.