NEWS: Lincoln Design Director Talks New Technology, Design Methods

November 21, 2011
Max Wolff Lincoln Video
In about a year, Max Wolff has quietly shaken things up at Lincoln in his position as design director. Wolff’s influence can be felt in the designs of the 2013 MKT crossover and MKS sedan, two Lincoln models that debuted at last week’s L.A. auto show. In this video, the former Cadillac design chief discusses how new technologies are helping to shape Lincoln’s design direction.
Wolff talks about some of the new technologies being used to design cars as the camera cuts to his team working with 3D models on computer screens, measuring things, and generally looking busy. He talks about cars being built with math, and how 3D renderings of entire body panels can be brought up on large screens to evaluate gaps and margins. Wolff then touches upon designing in virtual space, and how cars can be visualized in conceptual form a lot earlier than before.
A woman is seen putting on some glasses in a simulator for what’s presumably a virtual reality experience. Another designer is seen putting on some even more serious-looking headgear, which enables him to interact with the car’s virtual interior. Wolff ends by talking about how these technologies can enhance the manufacturing process by helping to produce something that’s never been done before.
Though these techniques aren’t exactly unique to Lincoln, this video shows how seriously the brand is taking its styling direction while offering up some quick glimpses of Lincoln’s new design direction. If you’re interested in where Lincoln is headed and like computers, virtual reality, and Australian accents, you’ll want to check out the video below.
Source: Lincoln via YouTube
Max Wolff Lincoln Video

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