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Johnson Controls Designer Explores New Materials and Approaches

17 May 2000

Johnson Controls Designer Explores New Materials and Approaches In Automotive Interior Design for Booming Generation X and Y

'Materials for a New Generation: Beyond Boomers' presentation
generates discussion at Automotive & Transportation Interiors Expo

    PLYMOUTH, Mich., May 16 Since the 1950's, generational
differences have been key to successful marketing and design. Today, new
generations are coming of age and their tastes and interests will require new
thinking for automotive color and materials designers.
    This was the message delivered today by Mary Clark-Darnell, senior
designer, color & materials for Johnson Controls, Inc. at the
Automotive & Transportation Interiors Expo at Detroit's Cobo Center.
    "In the 1960's, when the power of marketing to teenagers was discovered,
automakers began developing vehicles with Baby Boomers in mind," Clark-Darnell
said. "Now, at the close of this decade, with Baby Boomers beginning to feel
the aches and pains of middle age, generational marketing is at a fever
pitch."
    In her presentation, Clark-Darnell compared the differences in
generational preferences and discussed how the influence of the Internet and
textile technology may be adapted to automotive applications.
    "World culture, engineered materials and 'fashion as function' are key
reasons that it may be time to consider new automotive interior trims for
Generations X and Y," Clark-Darnell said. "The theory of fashion as function
is based on the idea that color or material can serve as an integral part of
the form or function of a design -- like the different colored function
buttons on today's digital watches, or the Pellicle cloth of the Aeron Chair
by Herman Miller."
    According to Clark-Darnell, this would require designers to be more
involved with projects from the very beginning, so that their ideas may
actually influence the form and functionality of a product. However, before
that can happen, material suppliers need to become more proactive in
developing innovative materials, specifically designed for the automotive
industry.
    In concluding her presentation, Clark-Darnell said that she believes there
are a vast number of young people in this country who will want more, newer,
different and better designs. She said that the reason behind this is partly
to challenge the rules established by an older generation, but partly because
they know that there are newer, different, better designs and technologies
available.
    The Plymouth, Michigan (U.S.A.)-based automotive business of Johnson
Controls -- which employs more than 65,000 people at 275 facilities worldwide
-- achieved US$12.1 billion in sales for the 1999 fiscal year. In model-year
2000, it will supply interior products for more than 23 million vehicles.