But it’s clear it is becoming more difficult to take risk because risk means that potentially you could lose money and the money in the car business is very big so people get more and more nervous about taking a big risk.
Walk me through what it’s like to take a design from radical napkin sketch to reality.
I hope that the sketch is going to be close to the final product. It goes back to the process you’re using. If you’re sitting alone in a room doing that sketch and you don’t talk to anybody, you don’t have any understanding of what the fundamentals of automotive engineering are. What’s required today from all designers, even if you do something extremely radical, is that you have some fundamental understanding of what’s possible or how a car’s assembled. You have to have some understanding of the rules and regulations because that way you think more about how to solve these problems than just ignoring them.
Everybody at BMW loves what they’re doing, all the way to the top.
The second thing is how early you bring the engineering team into the design process. I think there are several areas that you have to look at to make sure that you end up with something that’s very close to that sketch.
Then third, there’s also the culture of the company. Some companies are willing to go the extra mile to make something that is very exciting and unique. Other companies are saying, 'Look that’s not really what we do.'