1. DEVELOPING A CHINESE IDENTITY IN CAR DESIGN ROBERTO PIATTI MANAGING DIRECTOR STILE BERTONE SPA

2. 12 YEARS SUPPORTING INDEPENDENT GROWTH OF CHINESE OEMS

3. ONLY IN THE LAST 2 YEARS 9 NEW CAR PROJECTS FOR CHINA MADE BY BERTONE

4. ACCELERATION OF LEARNING PROCESS yesterdaytoday time learning process

5. PUSHING CHINESE OPPORTUNITIES THANKS TO INNOVATION

6. IMPORTANCE OF PSYCHOLOGICAL APPROACH TO DESIGN

7. 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 TESTIFY AN ACHIEVED STATUS MATURE APPROACH

8. KID ACHIEVED STATUS MATURE APPROACH

9. KID ACHIEVED STATUS MATURE APPROACH

10. KID ACHIEVED STATUS MATURE APPROACH

11. CHINESE CUSTOMERS TODAY: HIGHLY RECEPTIVE TO DESIGN AND INNOVATION

12. WHERE IS THE CAR OF THE FUTURE AFTER MORE THAN 100 YEARS OF HISTORY?

13. CONSERVATISM AVOIDING ANY RISK NO RISK IS PROBABLY THE BIGGEST RISK NO NEW STYLING TREND

14. YESTERDAY STRONG AESTHETIC PHILSOPHY STRONG BRAND IDENTITY GLOBAL COMPETITION FEAR OF SPOILING A BALANCE HOMOGENEITY OF PRODUCT TODAY

15. “Life is not measured by the number of breaths we take, but by the moments that take our breath away” George Carlin

16. “Wisdom begins in wonder” Socrates

17. THINK TO YOUR LAST MOTOR SHOW! HOW MANY “WOW” MOMENTS DID YOU EXPERIENCE?

18. “WOW” MOMENTS ARE RELATED TO HAPPINESS…

19. WHEN EXPECTATIONS ARE VIOLATED IN A PLEASING WAY… THIS GENERATES HAPPINESS

20. HOW OFTEN ARE WE HAPPY WHILE EXPERIENCING DESIGN?

21. 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

22. HAPPIEST MOMENTS RELATED TO DESIGN EXPERIENCES: 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 …

23. GREAT HAPPINESS: GS80 + GIRLFRIEND + PIPE + SAILING

24. UP TO NOW: CARS STRONGLY RELATED TO THE MYTH OF SPEED WE NEED MORE: - FLEXIBILITY - COMMUNICATION - FREEDOM

25. NEW TECHNOLOGIES CAN BE DESIGN OPPORTUNITIES

27. GM HI-WIRE

28. LIVING AND COMMUNICATING ARE THE TWO MOST IMPORTANT ACTIVITIES IN DAILY USE WHILE DRIVING A CAR

29. SPEED TODAY IS NOT A PRIORITY

30. CAR BECOMES A LIVING SPACE VERY SIMILAR TO THAT OF A HOME HOME BECOMES A CAR

31. NICE “HOMELY SENSATIONS” - SOFTNESS - WARM COLORS - NATURAL MATERIALS - LIGHTING - ENTERTAINMENT SYSTEMS - SENSATION OF RELAXATION AND HARMONY - TRUE COMFORT IS ABOUT MOVEMENT

32. FUTURE IS NOT ONLY RETHINKING BODY ARCHITECTURES AND MECHANICAL LAYOUTS FUTURE IS CARE FOR DETAIL

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36. CAN A LUXURY CAR FIND SUBSTITUTES TO LEATHER AND WOOD? CAN A SPORTS CAR FIND SUBSTITUTES TO CARBON FIBER OR ALUMINIUM?

37. “AUTHENTICITY” IS THE NEW TREND IN CONSUMING

38. SPEED OF THE AUTOMOBILE SPEED IN THE AUTOMOBILE

39. PHYSICAL SPEED VERSUS VIRTUAL SPEED

40. THE CAR OF THE FUTURE IS NOT ONLY A MEANS OF TRANSPORT! IT’S AN EXTENSION OF OUR POSSIBILITIES, OF OUR LIMITED HUMAN CAPACITIES

41. FORM IS EXTREMELY IMPORTANT IN COMMUNICATING NEW IDEAS AND CONCEPTS

45. DESIGN IS THE BIGGEST ADDED VALUE TO CONTEMPORARY PRODUCTS

47. WELL BEING AVOIDS ISOLATION II LLNESS WEWE LLNESS

48. DOING RIGHT DOING RIGHT THINGS

49. TARGET UP TO NOW: COST PERFORMANCES AESTHETICS WE NEED TO ADD: ECOLOGY JUSTICE FUN

50. HAPPINESS IS NOT TO BE PURSUED; IT IS THERE ALREADY UNTIL WE DISTURB IT

51. CAR IS A COMPLEX PRODUCT CAR IS THE MOST MEANINGFUL PRODUCT

52. CULTURE OF THE PROJECT MAJOR TARGET GET THE KNOW HOW

53. DESIGN IS IMPORTANT IN ITS WIDE MEANING OF GLOBAL PROJECT