Car Design Review 7: Davide Pizzorno, ED Excellence Design

Davide Pizzorno Final

Davide Pizzorno of ED Excellence Design highlights the importance of close relationships between design and engineering, as well as talking through wider trends in the auto industry

We are lucky in Italy, because we have a long and rich design history and are working on blending that with a whole set of new creative and technological tools to make the leap into the next phase of car design. We have to continue to put our passion inside a single sketch but an amazing shape is just not enough anymore. People and our customers, want more.

ED Excellence Design is continuously transforming and trying to grow in terms of design technology and that is probably the key difference between us and traditional Italian design studios. We have to match the shape and technology every single day in the best way to capture the customer’s heart. We are not a carmaker so we have to sell some things better than the carmakers’ design studios can. We need to study how to give them something unique, because today just being Italian is not enough.

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