Re*Move

Post consumerism? A crisis in design, a crisis of ethics: a time for change

I just got married. Hence have been away for a while, and why the lack of posts. It's not unknown for such activities to cause people to reassess their priorities, and begin to question stuff they previously took for granted. So, this could just be me. Yet I sense something is in the air. Something feels different...

Take the election in the uk right now. The media-spun forgone conclusion we began the campaign with has been thrown open by a number of things, including a TV debate which shook-up the status quo. Every day, social media channels are exposing the bias and vested interests of traditional publications and big business. The entire event feel not only more open, but exciting, and 'different this time'. As Gordon Brown discovered yesterday, you are never 'off record' anymore. And in all of this, among the optimists such as your author, there's a sense that we - the people - can make a difference. Our say somehow feels like it 'matters more' this time.

Then take the auto show in Beijing last week. The western auto companies unveiled products that whispered of a sense of relief. The crisis is over, and now China's growing auto market will allow them to simply continue as they were, thanks very much. Ford, at least, showed a city car. Yet I haven't found many people who are impressed with Mercedes' vulgar - and dubiously dubbed - 'shooting brake concept'. Or anyone who actually needs, or cares about the BMW Gran Coupe concept. And while many were still busy laughing at Chinese 'copies' of western models, those who stood back saw a set of Chinese car designs that had a level of genuine credibility that was unthinkable just two years ago. Some even noticed the Chinese Government initiatives, and the impacts they are having on development of Chinese electric cars, which could have some interesting consequences for the old guard. Better Place gained a foothold in the world's largest country - despite being increasingly poo-pooed by some in the developed world, but Chinese firms are developing similar charging infrastructure plans of their own...

There's a sense that the more switched on people are looking, scrutinising, and questioning the status quo more than ever before. It's apparent in design and design criticism as much as anywhere else. Ultimately, the very role of the designer is being questioned. While this may be somewhat frightening, it at least means we may be moving to the next stage of the debate, beyond dubious tick-box, shiny apple-green sustainability. Rather than become all preachy, the main point of this piece therefore, is to draw your attention to a series of important articles and events reflective of this new, deeper line of questioning. If you're a designer, or design student, I'd argue they're required reading...

The underlying contention they all make, is that many designers are - far from making things in the world better - complicit in simply encouraging people to consume at an ever growing rate - messing up peoples' heads, and screwing the planet in the process. So what role for the designer?

Core 77's Allan Chochinov perhaps framed this most eloquently some time ago, in his 1000 word manifesto for sustainability in design. Now a couple of years old, it nonetheless still resonates and provides a useful starting point. More recently, Munich professor Peter Naumann's "Restarting car design" looks set to become a seminal piece, and is one all students of transport design need to read. Judging by the shock-waves it has generated, and the response to it from those I've spoken to in the auto, design and education sectors, he has hit the nail on the head. Because increasingly, it isn't just industry that's in the firing line, but design education institutions that are being questioned. For its part, the Royal College of Art is currently hosting the "Vehicle Design Sessions". There have been two so far, and both have touched on the areas I'm discussing. As Drew Smith's write-up chronicles, the panelists at the first - sustainability focused - debate, were unanimous in their view that vehicle design students should now look outside of the established industry if they were truly intent on using their design skills to have real impact in the world. Perhaps not what you'd expect from an event held at one of the world's leading vehicle design courses.

For those students of design interested in more than just the design of the next sports car, all of this raises a dilemma. How do you balance the necessity to find employment and money, without simply tramping up a well-trodden path, or falling into big-industry - pandering to whims and being emasculated from affecting meaningful change?

I doubt many will find that quandary any simpler after reading Carl Acampado's piece, but it's a necessary read nonetheless. Entitled  "The product designer's dilemma", it is bound to strike a chord with many of its readers. Acampado touches on the conflicts that the average designer - and indeed typical consumer - today faces in balancing personal desires, ambition and personal success, with the best way not to fuck up the planet. It's an impassioned piece, and just like your author here, Acampado has no real silver bullet solution to many of these problems. Yet his "dog for life/do it with love" message resonates loudly, and without wanting to sound all soppy, could be an interesting mantra to apply both as a consumer and in whatever area of design you practice. Please read the piece to see for yourself what I mean, if you haven't already. It echoes the voice of many of those I have mentioned above, and contrasts starkly with the PR-spun froth that consumers are (hopefully) growing increasingly sick off, yet which nonethelesss still dominates media 'opinion' that we are bombarded with every day. Stuff that I might add, is now the domain of much online green media, not just the likes of auto.

A final point. "Drive less. Save more" proclaims the title of the most recent email to land in my inbox, which is from the Energy Saving Trust - a UK Government sustainability body. In terms of missing the point completely, yet perfectly representing a very particular 'old way' of thinking that I'm taking issue with, I can't help thinking that it sums things up rather neatly. New approaches are needed. Thoughts on a postcard please... or alternately in the comments box below.

Image credit: "Consumption reflected" - Zohar Manor-Abel on flickr

Posted by Joseph Simpson on 29th April 2009. Full disclosure: Joseph Simpson is a visiting lecturer in Vehicle Design at The Royal College of Art. The thoughts expressed here are his own, and in no way necessarily reflect the views of the Vehicle Design Department or the wider College.

The Citroen SM is 40

The title says it all really. This masterpiece of automotive design and technorama was introduced exactly 40 years ago today at the Geneva auto show, and it's been making the world a slightly better place to be ever since... with brown SM detail pic to warm the cockles of Drew Smith, Ben Kraal, Davey Johnson, Mr Charmer, and all those other #browncar #LHMluv(er's) hearts.

Images - hyperspace and seat850 on flickr, under creative commons license

Posted by Joseph Simpson on 11th March 2010

Moonlighting on Downsideupdesign... Geneva auto show Podcast #1

Still not had your fill of this year's Geneva auto show? Well then why not head over to Drew Smith's downsideupdesign blog, where you'll find me guesting on their first podcast, in which Drew and myself disect the design and strategy behind Geneva's most important production debuts (and at times, that disection perhaps comes closer to vivisection...don't say we didn't warn you!)

Click on the screen grab below to head through to downsideup's site, or here to go direct to the video on blip.tv

With thanks to Drew for conducting the podcast, and putting in all the edit time...Check back soon if you'd like to see us rake over some hot coals in the form of Geneva's concept cars.

Posted by Joseph Simpson on 11th March 2010

Geneva auto show 2010 - some things you might have missed...

By now, you'll no doubt have read all about the cars and concepts that you were interested in at last week's Geneva auto show. But if you've still apetite to digest and cogitate, Drew Smith - of the Downsideupdesign blog - and myself are producing a two part podcast with pics to cover all of the major production debuts and concepts, which you'll be able to see/hear in the next few days. For now though, you might be interested in some of the details, elements and irreverant bits and bats that I noticed in the Palexpo last week. So without further ado...

Citroen reimagined the ReVolt from Frankfurt as a racer for the road in the form of the SurVolt (above). Only Citroen could get away with painting it gloss blue, matte grey, pink and orange. But they did. Note these graphics - they were quite fun, a play on PCBs - used to signify the electric drivetrain.

Meanwhile over at Mercedes (above), they'd got wood... (sorry, couldn't resist). The use of wood laminates in this interior was fantastic - it vied with the Pegueot (see below) for concept interior of the show, and previews an altogether more 'light of touch' future Mercedes interior design language...

Peugeot marked its return to form with the SR1 (although special note to the glorious bike also on the stand) - which previews the brand's altogether more acceptable new face (thank god the rictus grin's gone). But it was the interior that really stood out in this car...great work Julien et al:

Speaking of gorgeous things, here's a shot of the superb little Pininfarina Alfa Duettotanta that makes me go a little bit weak at the knees...

Driving the change: Renault and the pitfalls of marketing electric cars

I spent the back end of last week in Portugal, and while the trip was nothing to do with work ostensibly, I couldn’t help noticing that Lisbon appears to be the one place in Europe where Renault has succeeded in selling the new Megane in significant numbers.

That observation alludes to an altogether bigger storm in a teacup that’s been blowing around Renault since the Frankfurt auto show last September. Back then, you’ll remember that Carlos Ghosn effectively bet the future of the entire company on EVs taking off in a big way – the company unveiling four electric vehicle concepts which will be put into production from next year.

Renault's Twizy concept from IAA Frankfurt 2009 - a concept it has susequently advertised extensively.

That move surprised a normally conservative car industry. What’s surprised more since Frankfurt though, is that Renault’s advertising campaign has been dominated by the four concepts and the whole zero emission (“Z.E.” in Renault speak) concept – rather more so than its mainstream Clio, Megane, Scenic and Laguna models. They’ve even been running a rather sickly TV advert featuring a rather serious voice-over and heart-string plucking Keane sound track, which Robin Brown neatly pointed out, managed to make a genuinely innovative, radical strategy look like green-washing (see it below):

Above: Renault's "Drive the change" advert

If you’re flying in Europe at the moment, you’ll probably have noticed the campaign, too. It’s called “Drive the change”. Renault appear to have bought a lot of airport advertising space in Europe’s key hubs to highlight their plan – so, on Thursday, the first thing that greeted me in arrivals at Lisbon was a giant Twizy advert. Now, according to Steve Cropley’s column in this week’s Autocar magazine, Renault – and Ghosn – are under fire in the French press for focusing too much on these electric models that are still two years away, and hurting sales of the current range

Italian ZE advert, and a Drive the Change advert on the back of a car magazine

This rather neatly illustrates some of the issues car makers are going to face as they provide (and governments encourage) a move to an increasingly electrified automotive fleet. With the average man on the street probably still skeptical about climate change, and perception – in a country such as the UK – of the EV being rooted in the milkfloat, how does a company raise awareness of, and ‘market’, forthcoming electric cars? Are conventional methods going to work? Perhaps not.

Not only that, but from the perspective of the car maker’s financial health, there’s a need to continue squeezing every last drop of revenue from current ranges (and by inference, the internal combustion engine), which is difficult, while also trying to convince people that EVs are the way forward and you’re leading the way in green initiatives.

There’s no one obvious solution to overcoming such headaches; Renault is just the first to face this problem, and it certainly won’t be the last. However, I suspect we’ll see a diverse set of approaches to marketing new powertrains, which broaden the current toolbox of approaches.

There is however, one approach currently employed today, which feels even more tailored made for helping the public understand the benefits, and 'believe in' EVs. For years, car makers have pushed cars into rental fleets – primarily to ease over-supply, and help boost registration (ie sales) numbers. But a known, acknowledged benefit is that as lots of people get exposure to your models, and are (hopefully) impressed by them, the model in question makes a strong enough impression that next time they’re in the market to buy a new car, that car goes on the shortlist, and potentially ends up being converted into a sale for the car maker.

Clearly, Renault’s alliance partner and leader-elect in the electric vehicle world - Nissan – can see the value of such an approach, because last week they announced a deal with rental car company Hertz, who will rent the forthcoming Leaf from 2012 in Europe and the US. It looks like a smart, and obvious move for both parties. The chance to truly try before you buy – and perhaps spend a couple of days with an EV, outside of the confines and limitations of the dealership sales network, is surely a key tool in convincing both the sceptical and the curious that an EV is actually what they want to buy. Drive the change, as Renault would say.

Posted by Joseph Simpson on 22nd February 2010.

Poundbury - an essay in how not to design a new town

Poundbury is Prince Charles' 'exemplar' urban environment, built on the edge of Dorset's county town, Dorchester - in the UK. It is held up in some planning and design circles as a template for how we should design future towns, and in other circles it is ridiculed. As some of our contacts have been discussing it online in the last few days, I thought it would be appropriate to publish my perspective, in the form of a re-worked extract from my 2008 Royal College of Art Thesis - "The future of the car in the city". The short essay follows:

Above: Pounbury streetscape - as seen from the green

Introduction

“It resembled an ancient relative to whom one was very close as a child, but who lacked any understanding of the adult whom circumstances had in the interim formed, whether for better or worse.”

Alain De Botton’s withering description of Poundbury village – a recent extension to the town of Dorchester in Dorset, is typical of those made by both mainstream and architectural media following the opening of Prince Charles’s ‘model’ town.

For many it is purely the architectural form that proves to be Poundbury’s undoing, but the most interesting aspect of this place – and what makes it a worthwhile study, is its urban design principles and attitude towards the car - both in terms of the theories and ideologies its designers used, and in the physical manifestation of the place itself.

Background and history

Poundbury exists today primarily thanks to HRH Prince Charles – the Duchy of Cornwall. His views on architecture, and how in turn the architecture profession has received this, can be read elsewhere. What specifically interested me was that Poundbury’s “…entire masterplan was based upon placing the pedestrian, and not the car, at the centre of the design.” To understand the relevance of Poundbury when considering the relationship between urban environments and the car, it is necessary though, not to focus on Poundbury’s visionary Prince Charles, but Leon Krier – Charles’s masterplanner, and New Urbanist.

Krier’s book – ‘Architecture: choice or fate?’ – sets out the principles that form the basis of New Urbanist theory which he employs at Poundbury. Not a fan of large, modern, metropolitan cities – he argues that they develop in problematic ways – nor Suburban sprawl, Krier instead suggests a model of ‘the city within the city’. These are smaller urban villages, situated close to one another, yet that don’t physically connect. The intention is to “re-establish a precise dialectic between city and countryside.”

Poundbury embodies these ideals, situated approximately two kilometers from the heart of Dorchester town centre. In between the two is a less dense, greener, urban ‘strip’. The place is split into four quarters, being built in phases (currently only phases one and two have been completed). Each quarter comprises it’s own mini-centre - a square intended as a focal point, for people, rather than cars.

Above: Pounbury schematic layout in relation to Dorchester, as I see it

Experience

Yet visiting Poundbury and observing how people actually live there, reveals deep flaws in Krier and Charles’ model. Poundbury feels like a village that has not yet been through the industrial revolution – yet (paradoxically) it feels dominated by the car. The central squares are not ‘people’ places - they are car parks. The streets around them are deserted of both people and vehicles. Ultimately, you discover the cars have been shoved out of the way, into back alley muses containing nothing but garages, eating up acres of space. The result is that both streets and courtyards are devoid of life and feel soulless.

Walking through Poundbury is analogous to Jim Carey’s chatacter in the Truman show. Life feels somewhat fake. In part, this is unsurprising - The Truman show was based on and filmed in Seaside, Florida which was designed by the ‘fathers’ of New Urbanism – Andres Duany and Elizabeth Plater-Zyberk, and a place which Krier speaks about enthusiastically in his book.

Ultimately, despite being planned as “…a high-density urban quarter of Dorchester which gives priority to people, rather than cars, and where commercial buildings are mixed with residential areas, shops and leisure facilities to create a walkable community”, Poundbury’s fails in three key areas, expanded upon below:

• Services

Richard Rogers argues that for a place to be truly ‘walkable’ one needs the ability to work, live, play, (by inference meet people, eat, shop, entertain and be entertained) within the same (1 mile or so?) area. Although Poundbury was developed as a mixed-use community, as one might expect, many of the people who live there do not work here, and vice-versa. Likewise, the keystone services and amenities taken for granted in cities and towns - the supermarket, cafes, bars, a cinema, restaurants, educational and academic institutions, gyms, theatres, a take-away, a library or bookshop – simply do not exist in Poundbury. Poundbury has a high end hi-fi store, three wedding and bridal shops, and a ‘Budgens’ mini-mart shop masquerading as “Poundbury Village Stores”. Bluntly, being denied the amenities modern people and modern life require, strangulates Poundbury.

• Accessibility

If the designers had truly wanted the residents of Poundbury to use their cars less, then would it not have been more pertinent to explore and create better links, pathways and services between two of the places which Poundbury residents might most frequently be predicted to need access – Dorchester and the nearby Tesco’s supermarket? The supermarket sits only 1.4 km away as the crow flies (fig.26), but there is no path, no route for pedestrians, or other vehicles - so almost everyone drives there, as the supermarket is just around the ring road. Dorchester itself is 1.6 km from Poundbury’s central square. These distances (around 1 mile), equate to around 20 minutes walking time - too great a distance and time to prevent time-pressed people from using their cars. Alternatives options to jumping in the car are needed, and they are notable by their absence.

Above: an annotated aerial view of Poundbury with key landmarks and POIs in Dorchester marked

• Parking and streetscape

This area is the one Poundbury comes closest to getting right. However, some short-sighted ideas, and odd implementation, create issues. Krier is right for suggesting, “The speed of vehicles should be controlled not by signs and technical gadgets (humps, traffic islands, crash barriers, traffic lights, etc.) but by civic and urban character of streets that is created by their geometric configuration, their profile, paving, planting, lighting, street furniture, and architecture.”

Yet somewhere between drawing board and physicality, things have gone wrong. Poundbury does feature narrow, winding streets with ‘dropped kerbs’ that seem to discourage cars drivers from traveling particularly quickly. At the same time however, its lack of real hierarchy and distinction in building types – and the apparent desire to completely remove street signage, or implement any technology – means that the place does, to use his words about certain other places “demonstrate [its] unique capacity to disorientate, confuse…” Poundbury isn’t readable; it isn’t legible to an outsider.

Parking is worse still. The overarching desire to maintain ‘order’ – for everything, including the car – and to be neat and tidy, seems to have created issues when it comes to dealing with where to put stationary vehicles, and how much space they are allowed. Vast parking mews at the rear of houses tends to keep vehicles off the main road, but the benefit of this is questionable. The garage mews take up enormous space in the areas behind houses, occupying huge tracts of land that in ‘real’ cities simply isn’t there. Squares and courtyards have no focus, no life, and where there is some focus like a shop, simply become car parks.

 Above: one of the many garage mews, which take up acerages of space in Poundbury

If the intention was to put pedestrians (or even cyclists and other small vehicles) first, Poundbury might have looked at employing the incredibly successful ‘Woonerf’ system seen in Holland – which limit the space for cars on residential streets – and makes the street-spaces vibrant, safe environments in which children can - and do - play. Might it not have been better to move the cars out to two, maybe three main ‘areas’ on the edge of the development? But then this would raise the prospect of creating multi-story car parks, which Krier criticizes for little good reason, but at great length, in what he has written.

Conclusion

Poundbury is an interesting example of an attempt to build a new development in the early twenty-first century. Objectively, its failure is not down to the plain-to-see distaste for modern, nee modernist architecture which its facades embody, and for which it is most commonly criticised. Instead it is the failure to provide any vision or any excitement, about how the future of urban environments might be, and how people and vehicles might move around and share space, that disappoints most. Worryingly, for a place that is intended as a counterpoint to sprawl and overcoming car dependency, Poundbury provides little in the way of a blueprint for how things could be done.

It is also a lesson in why not to look at mobility as only being about cars, and why a creeping agenda of discouraging or limiting movement and mobility could be dangerous. Should others try to ape Poundbury’s developers, they too risk becoming preoccupied with trying to create well meaning solutions that don’t take into account the needs and desires of modern lives. One hope that if future developments try to counteract the car and its impact, they don’t forget about other forms of private mobility, which can complement or repurpose traditional cars. Sadly, for all the anti-car bluster, there is not a hint of a cycle lane, a bike park, a PRT system, a car-share scheme or a Segway to be found here.

An opportunity has been missed here, because of a refusal to embrace and experiment with new ideas, technologies, and products. This place could, and should have been an exemplar or a test bed in how we might live and move in the future. Instead, what best encapsulates the failures of Poundbury is this: its inhabitants appear condemned to a life on Dorchester’s ringroad, traveling to a big-box Tesco’s store, built on a greenfield site, in a car that weighs twenty times their weight, and typically has three empty seats.

One can only hope that those tasked with helping shape future towns and cities - both in the UK and abroad - who are now bussed to this place to ‘learn’ from it as some kind of example, recognise its failures and don’t condemn the inhabitants of their future towns to the same fate.

Published by Joseph Simpson on 17th February 2010

Some notes and information on this piece:

This piece is an adaptation from part of Joseph Simpson's Thesis "The future of the car in the city" - Royal College of Art, June 2008. A full set of references for this piece are available on request, but are not included here in our usual hyperlink fashion as they mainly refer to offline sources.

The piece is not creative commons licensed in the way our usual pieces are, as it is sibject to some copy right from The Royal College of Art. Please contact me if you would like to use or reference it so that I can grant permission. A copy of the original piece in pdf format is available on request.

Joseph Simpson visited Poundbury in October 2007

Nissan Juke - a quick thought

 

Nissan unveiled a strange-looking, oddly-named SUV today.  And I love it. Sounds wrong on all sorts of levels? Probably, but the Juke - a segment-busting SUV that's roughly B-car (Fiesta) sized - makes sense for lots of reasons. Retaining the high driving position, butch styling of SUVs that people love, while junking the, erm, junk is a good start. But the best thing about it, is that - for the first time in a long time - a car maker has managed to get a concept car through to production without emasculating it into oblivion (looking at you Honda CR-Z). This is by far the most interesting thing in car design we've yet seen in 2010.

For having the guts to be willfully weird, I hope for Nissan's sake that it sells like hot cakes.

More pics all over the motoring press - Car, for example - my Qazana vid from Geneva last year, below:

Can we stop using car clinics now please?

You may remember us raving over Citroen's C-Cactus concept from Frankfurt 2007, some time ago. It wasn't just the design we liked though. Parts reduction, light-weight tech and pared, basic simplicity-of-thought got us fired up too. But it was the fact that Citroen said they were actually going to production-ise the thing that really got us excited.

After the marketing-led disappointment that is the DS sub-line (at least in its initial, DS3 form), the production Cactus was what we holding out for from Citroen.

While we weren't expecting the Cactus to make it to market in unfettered form, we'd hoped the principals and ideas behind the concept would win through. However, a report in autocar this week suggests that some of the pared back simplicity of the concept vehicle will now be junked in favour of more kit, and greater complexity for the production version - because the stripped concept was "too radical" for customer tastes:

"The Citroen C-Cactus concept car will reach production in a different form, after customer clinics questioned the car’s back-to-basics interior.

Research has uncovered aspects of the car that potential buyers were not happy with. The lack of dashboard and the way its instruments are clustered around the steering column were said to be particularly off-putting.

Citroen is also considering fitting electric windows instead of the concept’s wind-up units, which reduce complexity."

I wonder when car makers are going to give up on these types of customer clinics, which only ever seem to produce 'negative' responses resulting in radical design and ideas rejected in favour of conservatism? At the risk of sounding like a stuck record, to quote Henry Ford: "If I'd have asked people what they wanted, they'd have said a faster horse"...

Understanding the customer's needs, aspirations and desires is a critical part of launching a successful product, but if the car industry really wants to inovate; to move beyond the current mess it's still in, then can we politely suggest that they ditch clinicing like this? BMW, Ford and others claim to have. So why are the original innovators - Citroen - still at it?

Posted by Joseph Simpson on 4th February 2010

New Jaguar XJ - The Designer Overview (with video)

The cat's eye - new XJ features slim, elongated headlights reminiscent of the C-XF

Pity Jaguar. More specifically, pity Jaguar’s design team. Working for one of the most evocative, well-loved car brands in the world, with a rich history of producing sporting, luxury – but most of all beautiful – cars, might seem like a dream job. Yet when every man and his dog has an opinion on what a Jaguar is, and should be, it’s a tricky task. But after the years of retro style mis-adventures (the X-Type and S-Type), Jaguar is returning to form. But while most commentators seem settled on the view that modern Jags are the equal of the German triumvirate for ride, handling, performance and quality; styling and design are somewhat thornier issues.

The last XJ - the best car in its class in many areas - was still more Bexhill Pavilion than White Cube in the style stakes. It was a shame, because this mis-matched terribly with the car underneath – one that was constructed largely out of aluminium, and out-rode, out-handled, and out-MPG’d most of the German opposition. Come the XF, Jag went modern, but then whispers about it being Lexus-like and even not Jaguar enough reared their ugly heads. The company can’t seem to win.

The XJ is the final chapter in repositioning the company in terms of design, completing a job that started with the XK, and continued with the XF. It’s also the most daring, and the most shocking piece of design of the three. No one’s been criticising Jaguar for overt-retro style references this time around. Mark came away from the Saatchi gallery launch in the summer highly impressed. And last week, I got an exclusive two hours with the car and its lead exterior and interior designers, Adam Hatton and Mark Phillips - see the two videos below the photo. 

The XJ, with interior design manager Mark Phillips (left) and exterior design manager Adam Hatton (right)

Watch Adam Hatton talk through the exterior design of the Jag XJ in the video below

Watch Mark Phillips talk through the interior deisgn of the Jag XJ in the video below

The car they – and the rest of Jaguar’s team – have conceived, is now altogether more befitting of the car’s high-tech, light-weight aluminium structure than its predecessor. It looks and feels modern – yet slightly quirky - in a way that sits well with Jaguar’s aspirations to be a dynamic, modern, but still quintessentially British sporting luxury brand.

The video interviews reveal a more in-depth, detailed overview of the design, as told by the designers.  Watch and see whether you think they've succeeded - we'd be interested to hear your comments. I'm not going to pass judgement on the design until I've seen the cars on the road and driven one. Only then will I be able to make up my mind on this car’s two most contentious elements – that blacked-out pillar, and the fully virtual TFT instrument display. Many will have already made up their minds on these aspects based on the pictures – in which there’s a heaviness around the rear three quarters, and over the wheel arches, that feels a tad un-Jaguar-like. Equally, many will dismiss the virtual screen, saying it’ll never match the classiness of a well detailed set of ‘real’ dials. Those doubters may be proved right. 

How my EOS 400D sees the XJ's virtual instrument panel

Yet in the flesh, there’s a presence to the XJ that sucks you in. No, that rear-pillar doesn’t truly work when the car's static, but this car grows on you, and keeps you attention by asking you questions. For all the Citroen C6 / Maserati Quattroporte references made post its summer launch, the cars that the XJ reminded me of most, after a few hours in its presence, were the Audi A5 and A7 Sportbacks. Maybe that sounds like damning with faint praise, but it’s meant more in relation to a sense of modernity - than style or surfacing - and as a compliment.

It’s a different, modern piece of work the XJ, and undoubtedly brave in a class that is probably the most conservative of all automotive segments. Yet in many ways it makes sense. It’s less clear than ever who the luxury car customer actually is. The sector has been shrinking faster than most, and is under great pressure for image and environmental reasons.

Rather than simply aping the S-class/A8 model, Jaguar’s done something different – and positioned this car slightly apart from that market, doing something that fits both with the brand, and the high-tech, green construction method. Whether this will prove to be a smart move, only time will tell. But that Jaguar has the confidence to do this at all, tells you all you need to know about the spring-in-the-step of this grand old marque as it prepares to celebrate its 75 birthday.

Published by Joseph Simpson on 2nd February 2010

The journey to Veloces of Barnet

As I travelled this lunchtime from Bermondsey to New Barnet, to collect my car from the garage, I fancied snapping photos of the various places I changed transport. So here we go. Click 'continue reading' below to see the full set.