05 - How is design leadership shaping the automotive future?
Julia de Bono (BMW DesignWorks)
The state of the automotive industry, the use of AI and circular design - the new podcast episode with Julia de Bono sheds light on the work and philosophy of DesignWorks, BMW's creative unit. The Managing Director also talks openly with Moritz Marder about her management style, the challenges of intercultural communication and reveals what she sees as the key to innovation.
Chapter
(00:04:00) Changing design disciplines and competences
(00:06:40) Automotive industry and freedom
(00:12:16) Artificial intelligence
(00:16:00) Leadership & intercultural competence
(00:26:30) Concept cars & circularity
(00:34:54) Social sustainability and engagement
>> The podcast is held in German.
Key learnings
AI as an employee
Julia de Bono sees AI not as a mere tool, but as a new member of the team. The central approach is to instil a code of values and a mindset in AI - similar to that of human employees. Instead of seeing it merely as an input-output machine, the aim is to systematically instil corporate culture, inclusivity and ethical principles in AI.
Dissolution of the classic design disciplines
In the past, DesignWorks was classically divided into the areas of industrial design, automotive design and UI/UX. This approach is increasingly dissolving as employees bring in a wide range of talents that can be utilised across disciplinary boundaries. Instead, DesignWorks is focussing on interdisciplinary collaboration and the use of new technologies to remain agile and innovative.
Design philosophy: from material to form
With concept cars such as the Mille Miglia Coupé, the focus was not on classic styling, but on a holistic design approach. Based on material experiments with origami, wood and carbon, a design language was developed that focusses on functionality and sustainability. For Julia de Bono, it is not primarily about styling, but about exploring the properties of materials and using intelligent construction as a basis.
Guest:
Julia de Bono | CEO BMW DesignWorks
Host:
Moritz Marder | Industrial Designer and Brand Consultant
Links
BMW DesignWorks: https://www.bmwgroupdesignworks.com
BMW Mille Miglia: https://www.press.bmwgroup.com/usa/article/detail/T0017633EN_US/the-bmw-concept-coupe-mille-miglia-2006?language=en_US
BMW Vision Next 100: https://www.bmw.at/de/topics/fascination-bmw/bmw-next-100/bmw-next-100.html
Julia de Bono in the Wheel Bearings Media Podcast: https://www.patreon.com/posts/conversation-bmw-102167456