Car Design Dialogues Detroit
"Personalisation is important to create emotional connection"
Dario Lauriola, senior design manager at Italdesign, speaks at Car Design Dialogues 2026 on growth in the US, personalisation and future UX
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"The values that Italdesign can bring into the American market are based on the integration between creativity, development and executions, and everything is under one roof.
"With more than 50 years of experience, Italdesign has developed a method that allows us to work as an extension for our clients.
"Personalisation is moving from options to experiences, and it is becoming an important element for a company to create emotional connection between the people and the brand.
"Special vehicles are a great example of how personalisation can do this. Here, the owners are part of the development process and the goal of the special vehicle is to reach not only the few owners, but also a wider audience thanks to their marketing and the impact that the car can have on the market."
