特斯拉为什么是这样的?看看它背后的设计师们

在见到特斯拉的第一眼,无论是从外观上还是从内饰,或者从那个大的显示屏幕上,我都感到有些没有达到预期,特斯拉在我的心目应该有更科幻的样子,17寸的大屏幕的本应该有更好的交互方式,他们为什么做成这样? 带着这样的问题我想看看特斯拉背后的设计师们。 本文分享一些特斯拉设计师们的讯息,也透露出作为一个学生的调查方法。特斯拉对于大多数人来说是一个高端车型,他售价六十几万网上,平时也很难看到真车,可以跑4S店,可以向有的朋友借,或者打个特斯拉的嘀嘀专车。 汽车设计背后的应该是设计师,我想从设计师入手。特斯拉让人第一感觉是什么?电动车么,还是埃隆马斯克,或者他公布了它的专利,甚至它的外观。其实这些都可以作为了解特斯拉的切入点,但是可查阅的测评或者性能参数对于设计调研来说并不具有高的参考意义。原因在于它们抱着某些功利的目的,官方网站的参数可能在于推销汽车,测评同样。这里,我首先查到了Franz von Holzhausen这个人,我们可以从他入手。 首先看了一下关于特斯拉几名设计师的一个采访:2014 Magical Team Honoree: Tesla Model S Design Team As the Chief Designer at Tesla, Franz is responsible for the design of Model S and Model X, charged with driving the overall design direction of Tesla and establishing a world class design competency for all future Tesla products. Prior to joining Tesla, Franz was Director of Design at theMazda North American Design Center, where he pioneered theNagare surface languagedesign philosophy and was responsible for the design of all Mazda product in North America. Before spearheading design at Mazda, Franz was Design Director at General Motors where he penned thePontiac Solstice, Saturn Sky and various other concepts. He began his career as Assistant Chief Designer at Volkswagen involved in theNew BeetleandAudi TTdesign development. 最先受到注意也是最权威的当然是特斯拉官网对他的评价,Franz之前工作在马自达设计中心,他的职业生涯从新甲壳虫和奥迪TT 开始,他在那里一呆就是八年,后来做过一些豪华跑车,在他的马自达设计期间深受Nagare设计语言的影响。这里吸引我的是他面对记者的一次采访和他的工作经验,我想这些可以为我了解Franz这个设计师有作用。 Green Car Design: What things did you learn from your recent stints at GM and Mazda that you brought to your role at Tesla? Franz von Holzhausen: Actually I started my career at Volkswagen and Audi, I spent 8 years there.That was really a proper schooling about how to merge design and quality.I brought that philosophy of design, quality and engineering to GM.At Mazda the mission was a little different – to bring a product to market that lived up to the marketing hype. So what Ilearned from all these positions was how to develop a brand.I learned discipline from the Germans while in America - it is about the free spirit, the message is what a brand can do.What we set out to do for the Model S was to be the cornerstone of the brand, to identify the building blocks.And we are starting to see the fruits of that labor where thebrand is unique and sexy.We also had to make sure thatpeople are not scared by the technology; that the design is refined anddoesn’t alienate anyone. [The Model S] does not look like a science project, you will be comfortable parking it next to a brand with 100 years of experience. Franz出乎意料的面对记者提问,他从之前的工作经验收获了什么,他带了一些什么到特斯拉,他作为设计师没有回答笔者以为的汽车内饰或者外形,而是他说他一开始在大众和奥迪,学会了追求设计和质量,到了马自达,他觉得将一个产品投入市场是更重要的,他在呆了这些公司之后,学会的是如何设计一个品牌。 GCD: We met Elon [Musk] the other night at the main event.We were struck by how personable he was, for all his successes he seemed like a regular guy.What is it like working with him and how much input does he have in the design process? FvH: The thing about Elon is he is a physicist and engineer, and his best thinking centers around innovation.What he is - is approachable.He talks at a technical level and gets 100% about the way the car is designed and built – he knows every nut and bolt and is super willing to talk about any part.At the end of the day he realizes that a good design is essential to connecting with consumers and he wants to succeed in that.We have great communications on what good design is,he empowers us and he has a fun side too. 那马斯克作为领导在设计团队中有什么影响呢?Franz回答他对产品参与事无巨细,他认为好的设计应该链接用户,马斯克同样赋予设计团队很多权利并且乐得他自己所处的位置。 GCD: Does a “green” car need its own design language? FvH: What I think they need is something to make thecustomer comfortable.There can be over-uniqueness like some of the others are finding out.For example green hemp is uncomfortable.What we wanted to do is not create an experience where a powertrain that advanced scares people away.We wanted an attractive, beautiful car that also happens to be electric.This isnotabout ‘look at me, I’m electric’.The last thing we want is for a customer to have to sell their soul to be green like you do for the Leaf or Volt, for example.It’s like a good suit that you can wear year after year.That’s a real challenge when you have a guy like Elon pushing you. 电动车是否需要一个全新的设计语言?这也是笔者之前很关注的问题,但是Franz回答他们并不认为他们在设计上应该有什么不一样,他们最基本的是需要让用户感到舒适,而不是人走在路上会让人觉得:“快来看我,我是电动的”。 GCD: What parts of it are you most proud of? FvH: I am still fascinated by the 17” screen – I think it will be relevant over a long time.It is a leap forward,you need no knobs.Before we launched we were a little unsure if some would miss the old world.Customers love the screen; it’s amazing how fast they become totally comfortable with it. 最令你们感到自豪的是什么?他们最自豪的在于那个17寸的屏幕,它不需要任何旋钮,他们有担心用户会怀念汽车旧的操作,但现在看来用户觉得不错。 看完一系列对于Franz的采访有许多之前的问题得到了解答,比如为什么特斯拉是这样的,为什么本可以是一个全新的,科幻的电动车,他们要让特斯拉是一个普通汽车的样子,这些处于Franz之口都有所了解。然后,我想了解一下这名设计师之前的经历。 这是Franz之前工作过的甲壳虫,甲壳虫是一款历史悠久的车型,他源于二战时期希特勒对他的要求,他的特点在于舒适的安全感,轻灵的操控性,极富时代特点,我相信有之前在甲壳虫的工作经历对于Franz来说在设计上应该有一定影响。 这是Audi TT,这款运动性轿跑车以其漂亮的外形和出色的性能在市场上大获成功,他的特点是纯粹、开放、可靠和完美。笔者相信在奥迪的工作经历对Franz也有一定影响,所以让它们做了一个对比: ![](~/2015-03-19 20.28.04.png) 左边的是Audi TT ,右边的是特斯拉,可以看出他们还是很不一样的,如特斯拉具有更长的轮距,略扁平的车型。特斯拉则更有科技感和现代感,但是一款轿跑车的外形特征则有所体现。 看完他的作品,马自达的Nagare设计语言笔者也十分好奇: 马自达公司目前的设计语言被称为Nagare,Nagare在英文中相当于Flow,也就是流动的意思。这种设计理念由马自达当时的设计总监Laurens van den Acker提出。马自达的团队也正是以大自然所见到的景象,作为创意的来源。在06年的洛杉矶车展上,马自达还推出了名字就为Nagare的概念车,以向世人展示未来马自达车型的设计走向。 而上面这个就是Franz作为马自达设计师时所设计的风语概念车,下压车身,车头向下倾这类的标志已经出现,我相信他自己对这个作品是比较满意的。 ![](~/屏幕快照 2015-03-16 21.18.20.png) 另外一个值得一提的设计师是David Imai,也是上面那个采访视频中一个重要设计师,他是特斯拉的design manager,一个很年轻的设计师,考文垂大学交通工具专业毕业,杜克大学电子与计算机科学本科,05年获得过法拉利概念车大赛第一名。他可以说是一个比较有天赋天才的汽车设计师了,在他的个人网站中,笔者发现了他之前的设计作品在特斯拉中所留下的印记。(右上是David的作品,右下是特斯拉,相比左侧宝马的汽车,特斯拉有着明显的不同) ![](~/屏幕快照 2015-03-16 21.19.40.png) 最后想要提的重要设计师是Andre Franco,他之前在宝马工作,现在在做特斯拉的内饰设计,可以看到,andre在BMW所做的科技感的内饰在特斯拉中有不错的提炼和体现。 看了三位特斯拉设计师相关的资料,笔者想要说一下对特斯拉的观感: 1、特斯拉的设计团队很小,如互联网公司一般他们拥有极其高效沟通方式和技巧。 2、这是一个极其受Musk风格影响的公司。Musk关注产品中的每个细节,Franz说,能和这种对产品锱铢必较的领导工作是很奇妙的。 3、万事开头难,他们开始了。无论是Franz、David还是Andre,能从原有本就很有成就的地方离开,从新再来,本就是一件很不容易的事情。当记者问在百年汽车工业面前,你们面对的最大挑战是什么,Franz回答:The hardest part is to put the first word on the page and get the process going 。最大的挑战就是迈出第一步并且坚持下去。而Bernard Lee回答:我们同样有机遇,内燃机在这两车得到释放,我们只需要考虑一个支架,上面的东西由我们尽情创造。 4、他们都是天才,他们优秀的设计在特斯拉上有所延续,但是他们知道善待用户。记者问到:你们本可以抛开数百年的汽车的束缚,你们为什么不只做一个轮子?it’s new to everybody and really pretty scary to anybody beyond create a car that people could imagine 电动车车全新的,我们不能让他吓到用户,我们要做的是一个用户能够想的到的车。 说到着也释然许多,用内饰设计师Andre Franco的一段话结尾: “Tesla is all about clever solutions," Tesla designerAndre Francotold Design News. "We look at the market and try to find ways to improve on what's already there. 他在强调特斯拉全是“聪明的解决方案”,不是extrodinary design ,amazing shape 而是clever solutions,他们不是苹果,他们关注市场并且找到早已经在那的路。他们是顺时而行,所以他们不用 “悦”或者“终极驾驶机器”某种品牌理念来修饰,它就是特斯拉。 所以他们现在给我们的并不是一个科幻中的车,谢谢特斯拉设计师们的解答。 我在做一个微信公众号,分享互联网朋友们的手机主屏,可以看看业内牛人的手机主屏都在用什么?欢迎关注“主屏”。


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