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| Major Studios Get Ready for LA
Participating studios are announced for the Los Angeles Auto Show’s Design Challenge Therefore, it is fitting that the Los Angeles Auto Show recognises Southern California’s design talent as part of its 2005 theme - Design Los Angeles; and what better way to showcase the designers’ creativity than by having the studios compete in a design challenge where they will express their concepts of the “Ultimate LA Machine” through 2-D renderings. Despite competing everyday in the marketplace, the design challenge marks the first time that Southern California’s manufacturer design studios will compete among themselves in a design competition. Participating Studios BMW Group Designworks USA California Advanced Product Creation (Ford) Calty Design Research (Toyota) 5350 Industrial Concepts (General Motors) Honda Research & Development Hyundai & Kia Design and Technical Center Mazda Research & Development Mercedes-Benz Advanced Design of North America Mitsubishi Research & Design of North America Pacifica Design Center (DaimlerChrysler) Volkswagen/Audi Design Center California The concentration of design studios in Southern California helps automakers tap into the region’s trend-setting influence. According to Joel Piaskowski, chief designer at the Hyundai/Kia Motors Design and Technical Center, Southern California is where the pen meets the pavement. “LA is the epicenter of automotive design,” Piaskowski states. "One of our goals here at the California design studio is to provide concept cars on an annual basis that can provide a hint at the future of the American market, or what we feel is a new market or design trend. The LA Design Challenge provides another way for the professional studios to showcase what may become the next trend." Freeman Thomas, head of advanced product design at DaimlerChrysler’s Pacifica Advanced Design Center, echoes Piaskowski’s sentiments. “The Chrysler Group is constantly thinking of the ever-changing California landscape. California is the cultural Mecca of the automobile,” Thomas explains. “Creating the Ultimate LA Machine is one of our specialties." A panel of distinguished judges will select the winner according to criteria that includes LA characteristics and spirit, road presence and brag factor, originality, sex appeal, and function and features. The only firm rule is that each conceptual 2-D rendering be of a road-going vehicle. The winner will be announced on 6th January 2005. 'Design Los Angeles' is the theme for the 2005 LA Auto Show and is intended to mark the beginning of greater recognition for the region's automotive design industry. Design Los Angeles is being organised by several key automotive design figures and will incorporate a design conference as well as a reception for Pasadena's Art Center. |
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