Double Challenge, RCA (2011)
I set-up and ran the Double Challenge project whilst in charge of the Designers at the French OEM PSA, and it was the first project as SME that consolidated what would become EMD 's future philosophy towards Alternative Mobility Solutions.
It was undertaken with 16 students studying for their Masters in Vehicle Design at the prestigious *Royal College of Art (RCA).
I would like to thank Mr. Dale Harrow (HOD), Richard Winsor, Stéphane Schwarz ,
Peter Stevens and Sam Livingstone for mentoring the students and running an
The project was cosponsored with the EXA Corporation who shared their expertise in CAD aerodynamic analysis. They analysed the students' models throughout the project, whilst providing important feedback allowing the students to maintain their design intent whilst dramatically improving the CDx of their CAD models.
Many thanks to Jean-Paul Roux, Stéphane, Alain and Boris for their involvement.
The Student Team
The students involved were: David Eburah, Elizabeth Pinder, Heikki Juvonen, Hitesh Panchal, James Harness, Fernando Ocana, James Brooks, Juliana Cho, Murray Westwater, Richard Bone, Adam Philips, Ian Kettle, Ido Baruchin, Shang Dai, Robert Hagenstrom.
The students worked in three streams named Automark, Inside Out and Urban Flow.
As the name Double Challenge evokes, the brief for the project was to firstly create strong concepts to entice people to want to use electric vehicles, and secondly to use the architectural flexibility of electric vehicle platforms to create an electric car design language specifically for Citroën.
After analysing the brand, the context and the market, the students started sketching three themes as well as creating their own self-set brief based on the initial requirements
After a first presentation in Paris (where the students got the chance to visit the 'Conservatoire', one theme per student was chosen for development in CAD.
The students worked with EXA to analyse, understand and modify the proposals so that they could be made as aerodynamically efficient as possible, whilst retaining the design intent.
EXA carried out a number of 'runs' for each student until the final presentation.