“ There are three phases in design at BMW that we go through. We call the first phase Understanding – which means that, as a first step, you have to understand clearly what you want to do.
The next phase is Believing. This means that you have selected the one design from all the various choices with no real objective proof that it is right, but your knowledge-based intuition tells you that you must proceed with that solution, and only that one.
The third and final phase is called Seeing – which means you have really got to look at your chosen model and refine it, to take care of the little fine-grain issues, to make sure any blemishes are gone so that the final product is perfect.
Each one of these phases takes us a year. It takes us a year to understand what needs to be done, a year to believe that this is the right choice, and a year to look at it and make sure it comes out perfect. Around the car industry there is often talk about reducing “time to market.”
This can be done in lots of ways, but it’s very difficult to tell somebody to take 20 percent out of their time of understanding. Or speed up their believing. Or can you see faster? It is a human timescale that we’re working with, and that’s why, for a process as complicated as a car, it takes about a year to go through each one of the three steps. If you try to skip a stage, my experience says you will be doomed to repeat it later, when it really gets expensive!
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The next phase is Believing. This means that you have selected the one design from all the various choices with no real objective proof that it is right, but your knowledge-based intuition tells you that you must proceed with that solution, and only that one.
The third and final phase is called Seeing – which means you have really got to look at your chosen model and refine it, to take care of the little fine-grain issues, to make sure any blemishes are gone so that the final product is perfect.
Each one of these phases takes us a year. It takes us a year to understand what needs to be done, a year to believe that this is the right choice, and a year to look at it and make sure it comes out perfect. Around the car industry there is often talk about reducing “time to market.”
This can be done in lots of ways, but it’s very difficult to tell somebody to take 20 percent out of their time of understanding. Or speed up their believing. Or can you see faster? It is a human timescale that we’re working with, and that’s why, for a process as complicated as a car, it takes about a year to go through each one of the three steps. If you try to skip a stage, my experience says you will be doomed to repeat it later, when it really gets expensive!
—
Chris Bangle.
BMW GINA was designed by a team led by BMW’s head of design, Chris Bangle.
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