developing a chinese identity in car design roberto piatti managing director stile bertone spa
TRANSCRIPT
![Page 1: DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA](https://reader038.vdocument.in/reader038/viewer/2022103023/56649e445503460f94b37dc1/html5/thumbnails/1.jpg)
DEVELOPING A CHINESE IDENTITY
IN CAR DESIGN
ROBERTO PIATTI
MANAGING DIRECTOR
STILE BERTONE SPA
![Page 2: DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA](https://reader038.vdocument.in/reader038/viewer/2022103023/56649e445503460f94b37dc1/html5/thumbnails/2.jpg)
12 YEARS SUPPORTING
INDEPENDENT GROWTH
OF CHINESE OEMS
![Page 3: DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA](https://reader038.vdocument.in/reader038/viewer/2022103023/56649e445503460f94b37dc1/html5/thumbnails/3.jpg)
ONLY IN THE LAST 2 YEARS
9 NEW CAR PROJECTS
FOR CHINA
MADE BY BERTONE
![Page 4: DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA](https://reader038.vdocument.in/reader038/viewer/2022103023/56649e445503460f94b37dc1/html5/thumbnails/4.jpg)
ACCELERATION OF LEARNING PROCESS
yesterday today
time
learning
process
![Page 5: DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA](https://reader038.vdocument.in/reader038/viewer/2022103023/56649e445503460f94b37dc1/html5/thumbnails/5.jpg)
PUSHING CHINESE OPPORTUNITIES
THANKS TO INNOVATION
![Page 6: DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA](https://reader038.vdocument.in/reader038/viewer/2022103023/56649e445503460f94b37dc1/html5/thumbnails/6.jpg)
IMPORTANCE OF PSYCHOLOGICAL APPROACH
TO DESIGN
![Page 7: DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA](https://reader038.vdocument.in/reader038/viewer/2022103023/56649e445503460f94b37dc1/html5/thumbnails/7.jpg)
FIRST APPROACH •NEED OF CERTAINTIES
•WISHING TO BE REASSURED
•NO RISK
•TRADITIONAL PRODUCTS
•WELLKNOWN BRANDS
•BEING LIKE THE OTHERS
•PERSONALITY
•INDEPENDENT ELABORATION OF AN IDEA OR PRODUCT
•LOVE OF DIFFERENTIATION
APPROACH TO
TESTIFYAN ACHIEVED STATUS
MATURE
APPROACH
![Page 8: DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA](https://reader038.vdocument.in/reader038/viewer/2022103023/56649e445503460f94b37dc1/html5/thumbnails/8.jpg)
KID
ACHIEVED STATUS
MATURE
APPROACH
![Page 9: DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA](https://reader038.vdocument.in/reader038/viewer/2022103023/56649e445503460f94b37dc1/html5/thumbnails/9.jpg)
KID
ACHIEVED STATUS
MATURE
APPROACH
![Page 10: DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA](https://reader038.vdocument.in/reader038/viewer/2022103023/56649e445503460f94b37dc1/html5/thumbnails/10.jpg)
KID
ACHIEVED STATUS
MATURE
APPROACH
![Page 11: DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA](https://reader038.vdocument.in/reader038/viewer/2022103023/56649e445503460f94b37dc1/html5/thumbnails/11.jpg)
CHINESE CUSTOMERS TODAY:
HIGHLY RECEPTIVE TO DESIGN
AND INNOVATION
![Page 12: DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA](https://reader038.vdocument.in/reader038/viewer/2022103023/56649e445503460f94b37dc1/html5/thumbnails/12.jpg)
WHERE IS THE CAR OF THE FUTURE
AFTER MORE THAN
100 YEARS OF HISTORY?
![Page 13: DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA](https://reader038.vdocument.in/reader038/viewer/2022103023/56649e445503460f94b37dc1/html5/thumbnails/13.jpg)
CONSERVATISM
AVOIDING ANY RISK
NO RISK IS PROBABLY THE BIGGEST RISK
NO NEW STYLING TREND
![Page 14: DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA](https://reader038.vdocument.in/reader038/viewer/2022103023/56649e445503460f94b37dc1/html5/thumbnails/14.jpg)
YESTERDAY
STRONG AESTHETIC PHILSOPHY
STRONG BRAND IDENTITY
GLOBAL COMPETITION
FEAR OF SPOILING A BALANCE
HOMOGENEITY OF PRODUCT
TODAY
![Page 15: DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA](https://reader038.vdocument.in/reader038/viewer/2022103023/56649e445503460f94b37dc1/html5/thumbnails/15.jpg)
“Life is not measured by the number of breaths we take,
but by the moments that take our breath away”
George Carlin
![Page 16: DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA](https://reader038.vdocument.in/reader038/viewer/2022103023/56649e445503460f94b37dc1/html5/thumbnails/16.jpg)
“Wisdom begins in wonder”
Socrates
![Page 17: DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA](https://reader038.vdocument.in/reader038/viewer/2022103023/56649e445503460f94b37dc1/html5/thumbnails/17.jpg)
THINK TO YOUR LAST MOTOR SHOW!
HOW MANY “WOW” MOMENTS DID YOU EXPERIENCE?
![Page 18: DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA](https://reader038.vdocument.in/reader038/viewer/2022103023/56649e445503460f94b37dc1/html5/thumbnails/18.jpg)
“ WOW” MOMENTS
ARE RELATED TO HAPPINESS…
![Page 19: DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA](https://reader038.vdocument.in/reader038/viewer/2022103023/56649e445503460f94b37dc1/html5/thumbnails/19.jpg)
WHEN EXPECTATIONS ARE VIOLATED IN A PLEASING
WAY…
THIS GENERATES HAPPINESS
![Page 20: DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA](https://reader038.vdocument.in/reader038/viewer/2022103023/56649e445503460f94b37dc1/html5/thumbnails/20.jpg)
HOW OFTEN ARE WE HAPPY
WHILE EXPERIENCING DESIGN?
![Page 21: DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA](https://reader038.vdocument.in/reader038/viewer/2022103023/56649e445503460f94b37dc1/html5/thumbnails/21.jpg)
HAPPIEST MOMENTS:
AGE 5
AGE 6
AGE 12
AGE 14
AGE 16
AGE 17
AGE 18
AGE 19
AGE 21
AGE 22
AGE 23
AGE 24
…
WITH GRANDFATHER WATCHING TRAINS AT THE RAILWAY STATION
COLORED BATH ROBE
DREAMING IN FRONT OF A 470 SAILING BOAT
FIRST ROMANTIC KISS
BIANCHI RACING BICYCLE
SEX WITH GIRLFRIEND
3RD PRIZE AT 200M SWIMMING RACE
DREAMING IN FRONT OF A CONCORDE
FIRST TRUE LOVE EXPERIENCE
WRITING FIRST ARTICLE FOR AUTO & DESIGN
BUYING FIRST CASTELLO PIPE
ENJOYING BMW GS80 MOTORCYCLE
![Page 22: DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA](https://reader038.vdocument.in/reader038/viewer/2022103023/56649e445503460f94b37dc1/html5/thumbnails/22.jpg)
HAPPIEST MOMENTSRELATED TO DESIGNEXPERIENCES:
WITH GRANDFATHER WATCHING TRAINS AT THE RAILWAY STATION
COLORED BATH ROBE
DREAMING IN FRONT OF A 470 SAILING BOAT
FIRST ROMANTIC KISS
BIANCHI RACING BICYCLE
SEX WITH GIRLFRIEND
3RD PRIZE AT 200M SWIMMING RACE
DREAMING IN FRONT OF A CONCORDE
FIRST TRUE LOVE EXPERIENCE
WRITING FIRST ARTICLE FOR AUTO & DESIGN
BUYING FIRST CASTELLO PIPE
ENJOYING BMW GS80 MOTORCYCLE
AGE 5
AGE 6
AGE 12
AGE 14
AGE 16
AGE 17
AGE 18
AGE 19
AGE 21
AGE 22
AGE 23
AGE 24
…
![Page 23: DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA](https://reader038.vdocument.in/reader038/viewer/2022103023/56649e445503460f94b37dc1/html5/thumbnails/23.jpg)
GREAT HAPPINESS:
GS80 + GIRLFRIEND + PIPE + SAILING
![Page 24: DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA](https://reader038.vdocument.in/reader038/viewer/2022103023/56649e445503460f94b37dc1/html5/thumbnails/24.jpg)
UP TO NOW: CARS STRONGLY RELATED TO THE
MYTH OF SPEED
WE NEED MORE:
- FLEXIBILITY
- COMMUNICATION
- FREEDOM
![Page 25: DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA](https://reader038.vdocument.in/reader038/viewer/2022103023/56649e445503460f94b37dc1/html5/thumbnails/25.jpg)
NEW TECHNOLOGIES
CAN BE DESIGN OPPORTUNITIES
![Page 26: DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA](https://reader038.vdocument.in/reader038/viewer/2022103023/56649e445503460f94b37dc1/html5/thumbnails/26.jpg)
![Page 27: DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA](https://reader038.vdocument.in/reader038/viewer/2022103023/56649e445503460f94b37dc1/html5/thumbnails/27.jpg)
GM HI-WIRE
![Page 28: DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA](https://reader038.vdocument.in/reader038/viewer/2022103023/56649e445503460f94b37dc1/html5/thumbnails/28.jpg)
LIVING AND COMMUNICATINGARE THE TWO MOST IMPORTANT ACTIVITIES IN
DAILY USE
WHILE DRIVING A CAR
![Page 29: DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA](https://reader038.vdocument.in/reader038/viewer/2022103023/56649e445503460f94b37dc1/html5/thumbnails/29.jpg)
SPEED TODAY IS NOT A PRIORITY
![Page 30: DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA](https://reader038.vdocument.in/reader038/viewer/2022103023/56649e445503460f94b37dc1/html5/thumbnails/30.jpg)
CAR BECOMES A LIVING SPACE
VERY SIMILAR TO THAT OF A HOME
HOME BECOMES A CAR
![Page 31: DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA](https://reader038.vdocument.in/reader038/viewer/2022103023/56649e445503460f94b37dc1/html5/thumbnails/31.jpg)
NICE “HOMELY SENSATIONS”
- SOFTNESS
- WARM COLORS
- NATURAL MATERIALS
- LIGHTING
- ENTERTAINMENT SYSTEMS
- SENSATION OF RELAXATION AND HARMONY
- TRUE COMFORT IS ABOUT MOVEMENT
![Page 32: DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA](https://reader038.vdocument.in/reader038/viewer/2022103023/56649e445503460f94b37dc1/html5/thumbnails/32.jpg)
FUTURE IS NOT ONLY RETHINKING BODY
ARCHITECTURES AND MECHANICAL LAYOUTS
FUTURE IS CARE FOR DETAIL
![Page 33: DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA](https://reader038.vdocument.in/reader038/viewer/2022103023/56649e445503460f94b37dc1/html5/thumbnails/33.jpg)
![Page 34: DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA](https://reader038.vdocument.in/reader038/viewer/2022103023/56649e445503460f94b37dc1/html5/thumbnails/34.jpg)
nani
![Page 35: DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA](https://reader038.vdocument.in/reader038/viewer/2022103023/56649e445503460f94b37dc1/html5/thumbnails/35.jpg)
![Page 36: DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA](https://reader038.vdocument.in/reader038/viewer/2022103023/56649e445503460f94b37dc1/html5/thumbnails/36.jpg)
CAN A LUXURY CAR FIND SUBSTITUTES TO LEATHER AND
WOOD?
CAN A SPORTS CAR FIND SUBSTITUTES TO CARBON FIBER
OR ALUMINIUM?
![Page 37: DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA](https://reader038.vdocument.in/reader038/viewer/2022103023/56649e445503460f94b37dc1/html5/thumbnails/37.jpg)
“ AUTHENTICITY”
IS THE NEW TREND IN CONSUMING
![Page 38: DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA](https://reader038.vdocument.in/reader038/viewer/2022103023/56649e445503460f94b37dc1/html5/thumbnails/38.jpg)
SPEED OF THE AUTOMOBILE
SPEED IN THE AUTOMOBILE
![Page 39: DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA](https://reader038.vdocument.in/reader038/viewer/2022103023/56649e445503460f94b37dc1/html5/thumbnails/39.jpg)
PHYSICAL SPEED
VERSUS
VIRTUAL SPEED
![Page 40: DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA](https://reader038.vdocument.in/reader038/viewer/2022103023/56649e445503460f94b37dc1/html5/thumbnails/40.jpg)
THE CAR OF THE FUTURE IS NOT
ONLY A MEANS OF TRANSPORT!
IT’S AN EXTENSION OF OUR
POSSIBILITIES, OF OUR LIMITED
HUMAN CAPACITIES
![Page 41: DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA](https://reader038.vdocument.in/reader038/viewer/2022103023/56649e445503460f94b37dc1/html5/thumbnails/41.jpg)
FORM IS EXTREMELY IMPORTANT
IN COMMUNICATING
NEW IDEAS AND CONCEPTS
![Page 42: DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA](https://reader038.vdocument.in/reader038/viewer/2022103023/56649e445503460f94b37dc1/html5/thumbnails/42.jpg)
![Page 43: DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA](https://reader038.vdocument.in/reader038/viewer/2022103023/56649e445503460f94b37dc1/html5/thumbnails/43.jpg)
![Page 44: DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA](https://reader038.vdocument.in/reader038/viewer/2022103023/56649e445503460f94b37dc1/html5/thumbnails/44.jpg)
![Page 45: DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA](https://reader038.vdocument.in/reader038/viewer/2022103023/56649e445503460f94b37dc1/html5/thumbnails/45.jpg)
DESIGN IS THE BIGGEST ADDED VALUE
TO CONTEMPORARY PRODUCTS
![Page 46: DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA](https://reader038.vdocument.in/reader038/viewer/2022103023/56649e445503460f94b37dc1/html5/thumbnails/46.jpg)
![Page 47: DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA](https://reader038.vdocument.in/reader038/viewer/2022103023/56649e445503460f94b37dc1/html5/thumbnails/47.jpg)
WELL BEING AVOIDS ISOLATION
I ILLNESS
WE WELLNESS
![Page 48: DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA](https://reader038.vdocument.in/reader038/viewer/2022103023/56649e445503460f94b37dc1/html5/thumbnails/48.jpg)
DOING RIGHT
DOING RIGHT THINGS
![Page 49: DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA](https://reader038.vdocument.in/reader038/viewer/2022103023/56649e445503460f94b37dc1/html5/thumbnails/49.jpg)
TARGET UP TO NOW:
COSTPERFORMANCESAESTHETICS
WE NEED TO ADD:
ECOLOGYJUSTICEFUN
![Page 50: DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA](https://reader038.vdocument.in/reader038/viewer/2022103023/56649e445503460f94b37dc1/html5/thumbnails/50.jpg)
HAPPINESS IS NOT TO BE PURSUED;
IT IS THERE ALREADY UNTIL WE DISTURB IT
![Page 51: DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA](https://reader038.vdocument.in/reader038/viewer/2022103023/56649e445503460f94b37dc1/html5/thumbnails/51.jpg)
CAR IS A COMPLEX PRODUCT
CAR IS THE MOST MEANINGFUL PRODUCT
![Page 52: DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA](https://reader038.vdocument.in/reader038/viewer/2022103023/56649e445503460f94b37dc1/html5/thumbnails/52.jpg)
CULTURE OF THE PROJECT
MAJOR TARGET GET THE KNOW HOW
![Page 53: DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA](https://reader038.vdocument.in/reader038/viewer/2022103023/56649e445503460f94b37dc1/html5/thumbnails/53.jpg)
DESIGN IS IMPORTANT
IN ITS WIDE MEANING
OF GLOBAL PROJECT
![Page 54: DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA](https://reader038.vdocument.in/reader038/viewer/2022103023/56649e445503460f94b37dc1/html5/thumbnails/54.jpg)