International car manufacturers know that the automobile as a symbol has lost some of its gloss for the younger generation. Today's young people want to take transportation in new directions. They have a more ecological, environmentally sustainable vision of transportation, and often it's so idealistic that it's unrealistic. The car industry is a vast forest providing food and shelter — its different branches providing employment for millions of people. Razing the forest would have devastating repercussions for the international economy. The move to a greener future is one that must be very carefully planned.
Automakers need fresh ideas they can incorporate into marketable products. But the industry is so competitive that they can't afford to take too many risks. The new model has got to sell.
To tackle the future of automotive design, carmakers have begun to work in conjunction with international design schools and their students in an effort to consolidate their strengths for a positive outcome.