Head of Jaguar Advanced Design discusses how emotional connections between the producer and the consumer are what keep companies relevant.

Julian Thomson, Head of Jaguar Advanced Design, has no shortage of professional experience or talent — he has worked for many notable automotive companies, including Ford, Lotus, BMW, Volkswagon and Audi, among others. At PSFK CONFERENCE LONDON, Thomson did, however, cite a lack of innovation within his field. In the past eight years, he has worked to overcome static design and helped rebuild the company by looking to their heritage and values for innovative inspiration.

Thomson addressed the ever-present concern of maintaining a company's image and retaining vigor, while working within a modern context. How should companies do this? Most importantly, he says, by first creating a design language and challenging design cues. Companies like Jaguar are constantly looking at what makes cars beautiful (proportions, surfaces, shapes, continuous lines) – creating these emotional connections are important,  but it's the ability to make the car engaging and interactive that attracts customer and industry attention.

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