Masters in Business

Paul Wraith on the Design Business (Podcast)

Aug 7, 2020
Paul Wraith, chief designer at Ford, is renowned for his work on the relaunch of the iconic Ford Bronco. He discusses the challenge of merging nostalgia with modern design, focusing on the vehicle's off-road capabilities. Wraith delves into the collaborative nature of automotive design, revealing how consumer feedback shapes innovations. He also highlights the balance between distinctive aesthetics and functionality in creating a modular vehicle. A fascinating look at both the design process and his personal inspirations rounds out the conversation.
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ANECDOTE

Early Car Design Passion

  • Paul Wraith's passion for cars started in childhood, sketching them in textbooks.
  • This "compulsion" led him to design school and eventually to Ford.
INSIGHT

Regional Design Considerations

  • Car design varies regionally due to cultural differences and road infrastructure.
  • Designers must consider user needs, regional differences, and driving situations.
INSIGHT

The Designer as Information Filter

  • Designers act as information filters, drawing inspiration from various sources, including enthusiasts.
  • The Bronco team actively engaged with enthusiast communities, using their insights.
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