Design makes the difference in auto sector: Quement

Staff Reporter | 14 Jan, 2008
What's the reason for choosing India as one of your global design hubs?

India is very important to us. There is an urge to learn, and learn fast. Then there is this amazing diversity. Indians are particularly gifted with high levels of creativity. Indian designers have led from the front in our Paris studios. That's why we want to be physically present here in India. The global design studio in India will be operational by 2008. This will help them locate the future in India.

You have been committed to cultural diversity. How does this influence design?

The influence on design by the multiplicity of cultures and nationalities at Renault is manifold. We don't want to work with a blinker and are much more open to change. Insights into a particular culture would help its team build better designs for its customers.

Where do you see the future of automobile design in India?

The future of automobile design in India is pretty good. There is a sense of sheer enthusiasm in India which has set the mood for Renault's love affair with India. I feel budding designers need to be helped to become professionals. Indian designers are gifted and I think this will help make a difference.

How does design manifest itself?

It is design that makes the difference. The competition is so intense and harsh and it is only by pushing the limits of design that auto majors will be able to cope with the stiff fight. A designer plays a cardinal role from the concept to the overall packaging and hence a great design will stand between success and failure.

What does design mean to customers?

There is a tremendous amount of diversity in the market and most manufacturers are very particular about the tastes of their customers. Car makers study tastes and analyse demographics that help them identify their customers. They are clued on to the likes and dislikes of the younger generation and older population. At the same time people hate to be typecast and the young want to be recognised, hence it is a challenge for designers.

How do you think design should be promoted?

We have to start right from schools, nurture talent and accelerate the enthusiasm and auto majors should work closely with them in enhancing their skills.

What have been your sources of inspiration?

Obviously outside the automobile industry. I always look back into history, architecture of various regions and countries of the world. India has a stunning variety of cultural hues where we can draw our designs from. India has a rich heritage of textile design. The moment you stop looking at the world it is about time that you left your job.