Successful design arouses desire. In order to achieve this, it is more crucial than ever before that car manufacturers create the conditions that allow customers to establish a close relationship with their cars. Therefore, designers seek ways to promote and intensify people's identification with their car that reach beyond pure aesthetics. In the premium segment in particular, customers demand cars that stir emotions and allow them to express their individuality.
BMW Group Design has set another deepened objective for designing new cars that moves today's consumers and their demand for enhanced utility and more versatility to the top of their agenda. An innovative concept introduced by BMW Group Design prepares the ground for this new approach: the GINA (Geometry and Functions In "N" Adaptions) principle grants more freedom for car design. It allows the creation of products with a design and functional range that express individuality and meet the wide variety of requirements of those who are using them.
The GINA philosophy offers designers as well as development and production specialists an opportunity to challenge existing principles and conventional processes. Solutions that will benefit the car of the future are examined without predefined rules and from as many perspectives as possible.
An essential principle of the GINA philosophy is to deliberately integrate the potential of new materials and pioneering, innovative constructions into the creative design process, and the idea of challenging existing manufacturing methods and material concepts. BMW Group DesignworksUSA, a subsidiary of the BMW Group that operates globally and caters to companies across the industry, has greatly inspired the design team at BMW Group Design. The design agency's extensive experience with projects for a number of industrial partners outside of automotive engineering, predominantly in the field of material development and production.
It is in the nature of such visions that they do not necessarily claim to be suitable for series production. Rather, they are intended to steer creativity and research into new directions. This approach helps to tap into formerly inconceivable, innovative potential that reaches far beyond the appearance of future cars and takes into account not only materials and structures but also functions and manufacturing processes. The potential requirements of tomorrow's customers serve as a benchmark. In addition to aesthetics, the GINA philosophy also deals with ergonomics, the functional range and all other factors that rule customers' emotional relationship with their car.
