Business

“Designing Tomorrow’s Vehicles: My Role in Advancing the Automotive Industry”

August 27, 2024

By: Liam Dean

Q1. Please give us a brief bio of yourself and your design background.

My name is Li Ding. I’m an automotive designer currently working for Rivian. Previously, I have worked for Volvo cars, ICONA Design, and GAC. My area of expertise is in exterior design, crafting sleek and innovative vehicles with a focus on modern aesthetics. In the past, I have been involved in multiple concept and production car projects. Most recently, I contributed my design sketches for Volvo EX90 official launch. Passionate about blending technology and art, I’m currently exploring the future of sustainable transportation and how it can reshape the industry.

Q2. What made you become/why did you choose to become a designer/artist?

Born and raised by parents that are both into photography and painting, I was exposed to art and design early on. I liked doodling on things wherever I go, especially cars. I have grown this strong enthusiasm towards automobiles ever since my dad took me to a local car show at the age of 6. However, my car design career actually started from product design. During my middle school time, I got my first iPod. I was instantly amazed by how beautifully it’s designed and how intuitively it interacts with me. Soon, I discovered the world of industrial design and decided to be part of this modernization movement. I first studied ID at Iowa State University, where I learned design thinking and core principles. After realizing my true passion still lays in cars, I transferred to Art Center College of Design to pursue my dream.

“Designing Tomorrow’s Vehicles My Role in Advancing the Automotive Industry” — Photo Courtesy: Li Ding

Q3. Tell us more about your business/company, job profile, and what you do.

I currently work for Rivian. It is a leadin US automotive manufacturer specialized in electric vehicles. We make SUV, pickup, and your neighborhood Amazon delivery van. As a designer, my job involves research, sketching, 3D modeling, visualization, and strategy.

Q4. What does design mean to you?

Design to me is very special. To me, it’s not art and doesn’t fit in a universal rule. Design is a rational process that involves finding issues, setting objectives, and providing solutions in a tasteful way. And these solutions are not limited to engineering, but are also expanded to style, interaction, material, and emotions.

Q5. What’s your favorite kind of design and why?

My favorite kind of design is simple, powerful, and with a strong emphasis on graphics. Simple is good because as audiences, we all need something digestible. Superfluous details are effective at the moment, but they don’t last over time. Powerful design is something that delivers a strong message. The design itself has a clear identity of who it wants to be and what functions to serve. Last, strong graphics create visual connection to the user and potentially grow emotionally.

Q6. To you, what makes a good design?

A good design should include all three aspects I mentioned above. At the same time, it has to be cost efficient, commercially sustainable, and environmentally friendly during and after its lifespan.

Q7. Describe your design style and its main characteristics.

My design style is all about simplicity and modernity. Simplicity is about design efficiency. Using the least amount of elements to get my outcome look fresh. Modernity is about staying updated to the latest design trend and execution. Not necessarily meaning adapting everything new, but bringing the core new innovation that benefits users.

Q8. Tell us about your design process.

There are two types of projects when you are a car designer. Often, it involves brand heritage. It’s critical to understand the core value of a brand and evolve it to the next generation. Being new is less impactful if it doesn’t bridge the gap between past and future. I extrapolate the key elements of a brand, simplify and innovate around it.

And the second type, is a blank space project. I usually started with a lot of research around the target audience, in order to understand their pain spots and needs. Then I create an image board around technology, style, and design trends for initial ideation sketches to start.

For both projects, after a visual idea is consolidated, I will build it in 3D software. Testing the concept in 3D further helps refine the vehicle’s stance and fine tune its proportion.

Q9. Do you think your country and its cultural heritage has an impact on your design process?

I grew up in China, and have been living in the US for more than 10 years. This gives me a unique understanding of both cultures. People value family and traditions in China, which makes it easy to have compassion towards others. This benefits me to understand users and their complex needs. In the meantime, people in the US are keen to express their unique identity, which makes it important to be different and be yourself. This inspires me to build that emotional connection to my target audience with expressive design.

Q10. We saw your new sports car project on your website. It looks so interesting and refreshing. What was the biggest challenge with this project?

The hardest part is to understand what is the essence of a classic Euro coupe. Profile, body lines, iconic fascia, and compact proportion. It’s quite hard to find all of these elements at first. Then it gets even trickier to balance them, because any ingredients that get too much will affect the overall character of the car. I spend a lot of time reducing the amount of design elements until it reaches harmony.

Q11. We heard you recently received a design award for this project. Congratulations! How has winning an Award developed your practice/career?

It gives me great confidence to pursue higher goals and tackle broader subjects in the future. Seeing other winner’s work also helps me understand what I can improve.

Q12. What are your top three (3) favorite things about our industry?

I love that our design industry is always progressing. Just when you thought everything had been done before, a newcomer from a different country presented a new idea. I also love people who inspire each other across all kinds of design fields. My biggest inspiration has been graphics design. And last but not least, I love our industry values the past, but at the same time, looking into the future.

Q13. What makes your country specifically unique in the design industry?

China is now the leading market for world’s largest automobile sales and biggest EV adoption rate. Unlike anywhere else in the world, at peak, there were over 100 EV startups and competition was fierce and extremely brutal. Only the best company who provides best pricing, engineering, user experience, tech integration, and connectivity can survive. My experience in major Chinese OEMs, and leading design consultancy gives me great inside.

Q14. Where do you see the evolution of the design industry going over the next 5-10 years?

AI integration will be at the forefront of the next 5-10 years. The ability to use it to boost creativity and speed will be crucial to the success of a design studio.