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Elegance and Sophistication - Stanford University...What Is Elegance? el·e·gance n. 1 a : refined...

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Elegance and Sophistication Victor Chen and Emily Winston ME214: Good Products, Bad Products
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Page 1: Elegance and Sophistication - Stanford University...What Is Elegance? el·e·gance n. 1 a : refined grace or dignified propriety; c:dignified gracefulness or restrained beauty of style;

Elegance and Sophistication

Victor Chen and Emily WinstonME214: Good Products, Bad Products

Page 2: Elegance and Sophistication - Stanford University...What Is Elegance? el·e·gance n. 1 a : refined grace or dignified propriety; c:dignified gracefulness or restrained beauty of style;

What Is Elegance?

el·e·gance n.

1 a : refined grace or dignified propriety;

c : dignified gracefulness or restrained beauty of style;

d : scientific precision, neatness, and simplicity

Page 3: Elegance and Sophistication - Stanford University...What Is Elegance? el·e·gance n. 1 a : refined grace or dignified propriety; c:dignified gracefulness or restrained beauty of style;

What Is Sophistication?

so·phis·ti·ca·tion n.3 : the process or result of becoming cultured,

knowledgeable, or disillusioned;4 : the process or result of becoming more

complex, developed, or subtle

Page 4: Elegance and Sophistication - Stanford University...What Is Elegance? el·e·gance n. 1 a : refined grace or dignified propriety; c:dignified gracefulness or restrained beauty of style;

A Contradiction in Terms ?These terms are used synonymously, yet parts of their definitions contradict one another:

Sophistication – more complex and disillusionment

Elegance – simplicity, grace and neatness

BMW 7 Series with iDrive

Page 5: Elegance and Sophistication - Stanford University...What Is Elegance? el·e·gance n. 1 a : refined grace or dignified propriety; c:dignified gracefulness or restrained beauty of style;

Trends Through TimeSome things are timeless…

Page 6: Elegance and Sophistication - Stanford University...What Is Elegance? el·e·gance n. 1 a : refined grace or dignified propriety; c:dignified gracefulness or restrained beauty of style;

Trends Through Time

…while most things are not.

1986 DMC Delorean

Page 7: Elegance and Sophistication - Stanford University...What Is Elegance? el·e·gance n. 1 a : refined grace or dignified propriety; c:dignified gracefulness or restrained beauty of style;

The Pinnacle of Style in 1957

A lady and her Cadillac

Page 8: Elegance and Sophistication - Stanford University...What Is Elegance? el·e·gance n. 1 a : refined grace or dignified propriety; c:dignified gracefulness or restrained beauty of style;

The Pinnacle of Style in 1957

A man and his Cadillac

Page 9: Elegance and Sophistication - Stanford University...What Is Elegance? el·e·gance n. 1 a : refined grace or dignified propriety; c:dignified gracefulness or restrained beauty of style;

Selling the Image in 1959

Page 10: Elegance and Sophistication - Stanford University...What Is Elegance? el·e·gance n. 1 a : refined grace or dignified propriety; c:dignified gracefulness or restrained beauty of style;

The Standard of the World

1953 Mailer Cover

1953 Color Selector Catalog Cover

Page 11: Elegance and Sophistication - Stanford University...What Is Elegance? el·e·gance n. 1 a : refined grace or dignified propriety; c:dignified gracefulness or restrained beauty of style;

Cadillac in the 1980s

1981 Seville

While cars in the 1980s suffered in design in general, Cadillac struggled with brand management and lost its identity and cache.

1986 Cimarron

Page 12: Elegance and Sophistication - Stanford University...What Is Elegance? el·e·gance n. 1 a : refined grace or dignified propriety; c:dignified gracefulness or restrained beauty of style;

Passing on the Torch

The sleek 1988 Voyage concept car was a "rolling laboratory" of technology.

The 1996 A4 brought Audi into the styling forefront.

Page 13: Elegance and Sophistication - Stanford University...What Is Elegance? el·e·gance n. 1 a : refined grace or dignified propriety; c:dignified gracefulness or restrained beauty of style;

Audi’s Design Vision

Audi concept vehicles from 2001, the Avantissimo and Steppenwolf.

Page 14: Elegance and Sophistication - Stanford University...What Is Elegance? el·e·gance n. 1 a : refined grace or dignified propriety; c:dignified gracefulness or restrained beauty of style;

The Rise of Audi

2002 TT Roadster 2002 allroad

Page 15: Elegance and Sophistication - Stanford University...What Is Elegance? el·e·gance n. 1 a : refined grace or dignified propriety; c:dignified gracefulness or restrained beauty of style;

The TT Leaving Its Home

Page 16: Elegance and Sophistication - Stanford University...What Is Elegance? el·e·gance n. 1 a : refined grace or dignified propriety; c:dignified gracefulness or restrained beauty of style;

The Science of Detail

Page 17: Elegance and Sophistication - Stanford University...What Is Elegance? el·e·gance n. 1 a : refined grace or dignified propriety; c:dignified gracefulness or restrained beauty of style;

The Thrill of the Ride

Page 18: Elegance and Sophistication - Stanford University...What Is Elegance? el·e·gance n. 1 a : refined grace or dignified propriety; c:dignified gracefulness or restrained beauty of style;

Cadillac’s Design Vision

1999 Cadillac Evoq concept

Page 19: Elegance and Sophistication - Stanford University...What Is Elegance? el·e·gance n. 1 a : refined grace or dignified propriety; c:dignified gracefulness or restrained beauty of style;

The Return of Cadillac

Page 20: Elegance and Sophistication - Stanford University...What Is Elegance? el·e·gance n. 1 a : refined grace or dignified propriety; c:dignified gracefulness or restrained beauty of style;

Once Again, The Standard of the World?

Page 21: Elegance and Sophistication - Stanford University...What Is Elegance? el·e·gance n. 1 a : refined grace or dignified propriety; c:dignified gracefulness or restrained beauty of style;

Further InformationAudi of America Website, http://www.audiusa.com

Automobile and Culture by Gerald Silk,New York: Harry N. Abrams, Inc, 1984.

Cadillac: America’s Luxury Car by Robert Ackerson,Blue Ridge Summit, PA: TAB BOOKS, Inc, 1988.

The Cadillac Club, http://www.car-nection.com/yann/Dbas_txt/indx2001.htm

Cadillac Website, http://www.cadillac.com


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