Henrik FISKER Explains Why CONCEPT Cars Never Make it to Market

by birtanpublished on October 30, 2020

Have you ever wondered what happens to those beautiful concept cars that we see at the car shows and on social media like here on youtube somehow don't look exactly the same when we see them on sale at the local dealerships what happens to them where does the beauty go there is actually a good reason for it and who better to tell us what happens behind closed doors than one of the most recognized car designers of our times hendrik fisker henrik will be here in just a second but before that a quick reminder that this video

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Energy your tesla is using save you some money by adjusting your charging times and tell you how much you're already saving by using electricity over gas it's completely free sign up using the link in the description of this video this this is this i'm so excited i couldn't wait to uh to talk to you about this because i genuinely don't know the answer here and i think you're one of the few people who can kind of shine the light on this and uh as you probably heard in the

Introduction i i told you that and and i think a lot of my viewers can relate you know you go to an auto show you see these beautiful concepts you know this is what cars gonna look like in you know five years down the road everything's really slick and nice and you can't wait and then five years pass you see the car in production you go like what happened you know okay you know so so tell me what goes on between the beautiful concepts that we see and the reality when the car goes in

Production what goes wrong there well i think it's a difference between you know you go to a a giant uh store and and buy something you you have seen from a big brand that maybe showed something at a at a show somewhere in terms of some clothes and then of course they got a mass market and send it out versus going to a tailor so i wore my concept jacket today that was made by one guy for me and he made it exactly the way that you know it it was supposed to be

And that was it there was no committees and there was no mass production had to be done so i think when you think about that it you can look back into cars and in big or in any car companies you know you have so many different groups that have a say so when you show a concept car a lot of times what happened in the larger companies is they kind of just hand it over to mainly the design department and the design

Design department gets really excited and they maybe lower the roof so far down that you can barely sit in the car and the trunk ends up being so small that you can't really fit anything and when you show a really cool concept car notice that nobody really measures the trunk and a lot of time a lot of people actually don't get to sit in the concert car and at least not in the backseat so therefore all those things get kind of disregarded when you see the vehicle and go wow i want that vehicle and then of course when it goes through

All the production and everything else suddenly the roof gets raised up and the wheels get smaller so they can fit the right turning radius and the base model can be cheap enough because the tires can't be too big and all these type of things so a lot of it is actually out of hands of the designers and how does this process go i mean obviously designers want to keep the beautiful design and then you know engineers i'm assuming marketing and so come in you know how how bad are those fights in

In the in the boardrooms there where where you you kind of have to fight for the design but at the same time having to concede to the fact that you know the trunk size is too small or or you know the the cheaper version of the car is not gonna work uh for the tires and so forth uh what what goes on into that and how easy or hard it is to make compromises on both sides well you know i i don't want to sit in whine for the designers you know okay galaxy is a designer as a

Professional person and that designer in my view has an obligation to try to work with the rest of the company be it engineering or marketing or wherever and i think what really is the job of a designer is to to not only convince those departments that this the right direction but also find the right compromises and i think you do have examples out there of vehicles that either look as good as a concept car or pretty close you of course also have examples where

They don't and sometimes i will also say the whole point of some concept cars that are really radical is not necessarily to put them into production but rather to give sort of a sign of where the future could be going so if you see a concept car with no steering wheel the idea here was not that it was going to come out next year without a steering wheel but really what happens when we have fully autonomous cars how could the interior look like so we kind of got to compare apples with

Apples now i would say i've been involved in some cars that came out exactly like the concept car you know when i when i designed the original bmw z8 sports car uh there was really no change from the the concept car to the uh production car when i when i designed the aston martin v8 advantage the same here there's a few millimeters in there but i also think that's because uh the engineers were involved in both these vehicles early on and also both these companies of course design

Is a very important part of their brand but you may see other companies where design just doesn't have the same importance for the company and therefore they're willing to water down the design and they were just happy to get the applause when they showed the show car and then i think also finally unfortunately there is some car companies where the leadership simply don't have the taste and the understanding for what it means to bring out a truly amazing emotional product and and and they just don't

Understand how much it ruins a design when they make certain changes to it so we talked about you know the involvement in other departments marketing uh you know engineering and so forth how much do potential customers get involved i know in our first video we talked about you know focus groups and so forth but you told me that hey you know by the time the car goes in production what people thought in the focus group you know two three years ago may not be the same opinion of the very same people

Uh now in this case you know is there you know do you involved uh you know the the potential customers are more likely customers and how much of their opinion matters in this whole process of watering down the concept car design so i i will say no i don't and in the companies i've been in very rarely have i seen it been done or successful um and exactly to your point you're trying to envision what is going to happen in two or three

Or four years from now so i actually don't think it really works uh i i don't think you know picasso had people coming up on the street telling him how he should make his painting i don't think a chef invites people in and asked them to you know put ingredients into his food i think there's a certain excitement both for the the designer but also for people to actually uh have somebody come out and deliver something that might be a little extreme or unique in the

Beginning but then they understand the ideas behind it i mean in the end of the day i think that's for me what's what's the exciting part uh i think the cars which i have seen in my career which were heavily focused groups uh have been you know there's some example of disasters out there i i hate to point too many cars out but i i even think ford would agree that the ford 500 was not a particularly successful vehicle and i i remember at ford that

Was extremely focused grouped you know to an incredible extent and then by the way it did extremely well in the focus group uh but when it actually went for sale it didn't and maybe that's something to do with it was several years later so i i think um you have to be very careful um and and also what's very difficult i think is to um to actually uh interpret people's comments in the right way uh and i think we have all once in a while seen something we got a little

Shocked about in the beginning or we didn't like or we thought was a little strange and then a little later we go you know actually it's not too bad and then maybe in the end we go actually really like that so if you get that first reaction negative and now you cancel it and it turned out maybe it was a really really unique thing that people simply just had to get used to and understand and fall in love with okay very interesting now you mentioned

That how the concepts sometimes are not meant to go in production necessarily but to showcase where the direction of the company whether technologically or design wines is heading now um has it ever happened where you know a company presents a design like that but the feedback from from the potential customer is so good that they kind of almost you know forced to uh you know consider and go in production with us in a good example is i'm sure you've seen the latest uh uh concept car from sony

Which usually has no business making cars but the feedback has been so good you know it looks like they're actually considering it have you ever seen a a case like that or a few cases where you know the the feedback from the public was so strong that the company decided to just go for it and and basically meet the demand so the difficult with that today is that by when you show a concept car if you have done no engineering whatsoever on it and people say they really like it

Unfortunately it probably will take at least three and a half to four years until you're able to make that car and that again mean that what people said by the time it comes out four years ago is maybe not what they actually mean today so that's the one side the other side is a lot of people will say when they see a really sexy sports car wow i really like it i really would want it i could imagine buying it but then when the actual car comes out uh you know it turns out that they're

Not really in the market for a sports car or it's a little too expensive or whatever it might be so it's uh it's it's a i think it's it's rare it happened these days it might have happened more in the old old days what what we do see is i think that somebody shows a concept car and they get surprised about the good feedback and then they may use some of those elements from that concept car uh in in their um future designs

But i also think uh we have seen some examples of companies putting out concept car and they were really convinced about it and they were so convinced they have already started the process of implementing some of these design features could be for instance a redesigned front end with a larger grille or whatever it might be and then it turned out it got so many negative responses but now was too late because they already signed off the tooling for that

You know new design change or whatever it might be so i think you can see it goes both ways uh but the idea generally that car makers show a concept kind of everybody likes it they'll make it i think it's very rare now i know you just introduced uh you premiered your fiskar ocean at the ces a couple of months ago uh talk about the experience with that car have you made any changes so far with the design i know you're uh heading out to a production at some

Point and do you think uh there will be a few changes here and there uh or do you think it's pretty production ready as far as uh as far as the concept that you used when you were designing it in the first place so alex i know it's very production already it's okay but yeah i like that answer earlier you know we want to we you know we show a design is actually the car we want to do so i mean when you go through the development the

Final fine-tuning of a vehicle there may be things you change in millimeters but the vehicle you see here the fiscal ocean that's the vehicle where we are making we're already in in the you know in the process of late stage development the vehicle you see here actually drives on the fully finished fully engineered durability tested ev platform it's got the actual powertrain in it both their actual battery pack and everything else so

All the proportions the layout everything is exactly the way you're going to see it um so so there's really no visual change that vehicle well when i saw myself at ces i absolutely fell in love with interior there is you know my heart belongs to your emotion which i absolutely love as well i hope that goes in production at some point let me know which concept car has disappointed you the most and why and by the way if you are interested in everything that's

Going on in the world of electric cars you came to the right place so don't forget to click on that subscribe button and the bell notification icon so you don't miss anything moving forward all right looking forward to all of your comments other than that see you guys next time and remember to stay charged you

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