know your audience

 

F-Type Coupe

I want an F Type based on looks alone.

While aesthetics are rather subjective, the general consensus seems to be that Jaguar’s new F-Type coupe is the best looking car in quite some time, and I couldn’t agree more. The proportions are spot-on. It walks the line between elegant and sporty better than any car since Aston Martin’s DB9.

Yet the F-Type’s stunning looks also serve as a painful reminder of the sad state of contemporary automotive design. Jaguar’s designers certainly did their job. What’s every other manufacturer’s excuse? I ponder this question every single day. My completely unscientific theory centers around the notion that designers are too educated for their own good.

The general public has not studied automotive design. We understand and thus can only appreciate the basics. Part of the attraction of classic cars stems from their simplistic approach to design. There is an honest functionality to it. Their styling has purpose that is self-evident to even a layman.

straightforward design

straightforward design with Porsche’s 911

Contemporary automotive design stems from a much deeper understanding and appreciation of design. While there is undoubtedly aesthetic merit to contemporary designs, today’s seemingly overstyled and fussy designs are lost on the public. Best to keep it simple.

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