Snowflake Your Next Car?

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Over the years of speaking about mass customization and personalization I’ve often covered how this applies to manufacturing, and being a bit of a car nut I have often used the automotive industry for specific examples and scenarios.  However one form of manufacturing has been very challenging for achieving full mass personalization is parts which require molds to create thing like body panels, metal castings and fiberglass parts.  It was only a matter of time before these barriers fell and so it was with great delight that I recently read about some of the innovative thinking and work that the designers at BMW have been doing for automotive body panels.

Taking a refreshing new approach to design which they call GINA, Geometry and functions In n Adaptations, BMW Group recently unveiled the GINA Light Visionary prototype.  I’ll let Chris Bangle, Director of Design, BMW Group explain this new philosophy and show you the prototype in this video .

Personally I found the whole video to be mesmerizing to both my eyes and my mind as I watched the shapes of the car shift transform as the functionality of the body panels changed with such things as doors opening, seats emerging from beneath, aerodynamic shapes changing to match speed, and opening up a single slit to reveal the engine compartment or lights.

I hope the video and the thinking has a similar effect on you as you imagine these new vistas the Snowflake Effect is transporting us to.  As you are enjoying this mental joy ride, listen to the way Chris describes the bigger picture of what this change of perspective has lead to for his team and BMW.  I particularly liked his closing comments:

“Emotion is really the added value to this.  … achieve a higher emotional plane out of this”

“the level of humanistic content we can bring in …. GINA should be about the human in the loop, the human way of doing things.”

and my favorite of all:

“context over dogma, that’s it”

I hope you enjoy this as much as I do.  It is an inspiring example of the power of the Snowflake Effect and shows how the transformation from mass production to mass personalization is happening before our very eyes.

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