rampdesign: Success by Design

Dear ramp Community,

A design that makes all the difference? Always a nice task. An even more exciting task is the development of an attractive and desirable design that is derived coherently from the brand and which creates long-term brand awareness using a modern approach. Which makes it so important to come up with a design that differentiates and positions the brand effectively. Design guides us and stimulates us. Visions, innovations and technologies are tangibly translated into concrete, coherent brand experiences in conjunction with the brand’s mission and spirit. The inside becomes the outside. Design tells the story. And we associate those stories with images and feelings. If that was the intention, then the design wasn’t just successful, it also transcends the moment.

So what are the issues for brand success that arise with such an understanding of the importance of design and of designers in a vibrant environment? Here it helps to take a look at the Volkswagen Group’s multi-brand universe: ten clearly positioned brands with a variety of products and target audiences. Exciting – and quite distinct – challenges for every one of them.

With this in mind, enjoy!

Interview with Oliver Blume and Michael Mauer

Every brand in the Volkswagen Group is expected to have its own unique identity. We spoke to Oliver Blume, CEO of Volkswagen Group, and Michael Mauer, Head of Volkswagen Group Design, about how that works.

Focus on Lamborghini Revuelto and Lanzador

We asked Lamborghini chief designer Mitja Borkert how you can measure the success of design. To gather intel, we went to Italy and took the Revuelto for a spin. And found out more about a new vehicle segment for the electric age. Which brings us to Ultra GT. And the Lanzador.

Always better: the most important design icons

Maybe it’s true that design is something mysterious that can’t be properly understood through marketing research. But it is possible to present some of the absolute highlights of design. So that’s what we did.

Impressive: Porsche 911 S/T and Mission X

With the 911 S/T, Porsche presents a contemporary interpretation of the 911 to mark the sixtieth anniversary of the sports car. As for the Mission X, if there’s one thing to be said about the Porsche concept it’s that its design will leave a mark.

An interview with Andreas Mindt, Head of Volkswagen Design

Andreas Mindt began his career at Volkswagen in 1996 and has been head of design at VW Group since the beginning of the year. So you could say he knows pretty much all there is to know about automotive brands.

Two for one: Ducati design director Andrea Ferraresi

Andrea Ferraresi is not only responsible for the design of Ducati’s motorcycles, but also for the brand’s corporate strategy. A wonderful model for the future. And a great topic of conversation.

Expansion: Bentley as a design brand

The values that Bentley attributes to its brand can be experienced in the new Batur Coupé – and in projects that have nothing to do with cars. Like the Home Collection. Or architectural projects like Bentley Residences in Miami.

Trendsetter: Peter Zec

Peter Zec is the founder and CEO of the Red Dot Design Award, one of the most prestigious design awards worldwide. But how do you actually judge the quality of design?

Creative: Jessica Walsh

Jessica Walsh is creative director of the agency &Walsh, which she founded after nearly ten years of collaboration with Stefan Sagmeister. We spoke to her about beauty, which for her is one thing above all: functional.

Further topics:

+++ West Coast rules: “California” becomes an entire sub-brand of Volkswagen Commercial Vehicles +++ Henrik Wenders, Chief Marketing Officer, Sid Odedra, Head of UI/UX Design, and Marc Lichte, Head of Design, on the Audi activesphere concept +++ CUPRA talk with Cécilia Taieb, Global Director of Communications, CEO Wayne Griffiths and Head of Design Jorge Diez +++ Škoda CEO Klaus Zellmer on design +++