Why do car companies still spend thousands on clay models?

Car companies continue to invest in clay models for several reasons, despite advancements in digital design and modeling technologies. Here are some key reasons why clay models remain a valuable and essential part of the automotive design and development process:

1. Physical Presence and Sensory Feedback:

   • Clay models provide a tangible and physical representation of the vehicle's design. Designers and decision-makers can interact with the model, visually and tactilely assessing the surfaces, proportions, and details. This sensory feedback is challenging to replicate with digital models alone.

2. Aesthetics and Design Refinement:

   • Clay models allow designers to assess the aesthetics of a vehicle in three dimensions. The play of light on physical surfaces helps evaluate the reflections and highlights, aiding in the refinement of the overall design language.

3. Collaborative Decision-Making:

   • The physical presence of a clay model facilitates collaborative decision-making within design teams and among stakeholders. It becomes a focal point for discussions, reviews, and feedback sessions, allowing for real-time adjustments and refinements.

4. Human-Centric Design:

   • Clay models support a human-centric design approach. The physicality of the model allows designers to consider how real people will perceive and interact with the vehicle, enhancing the focus on user experience and ergonomics.

5. Sculptural Artistry:

   • The artistry and sculptural aspects of automotive design are emphasized through clay modeling. Skilled sculptors can add intricate details, refine surfaces, and convey the emotional appeal of the vehicle in ways that digital models may struggle to capture.

6. Quick Iterations and Prototyping:

   • Making changes to a clay model is a relatively quick and flexible process. Designers can use their hands to sculpt and modify the surfaces, allowing for rapid iterations and prototyping without the need for extensive computer-based adjustments.

7. Understanding Proportions and Scale:

   • Clay models provide an accurate representation of the vehicle's proportions and scale. Designers can assess how the vehicle will appear in real-world contexts, both in terms of its size on the road and how it fits into the overall design landscape.

8. Emotional Connection:

   • The physical presence of a clay model can evoke emotional responses from designers and decision-makers. This emotional connection to the design is important for creating vehicles that resonate with customers on an emotional level.

9. Validation and Verification:

   • Clay models are used to validate and verify design decisions before moving to more expensive stages of prototyping and production. This helps avoid costly design changes later in the process.

10. Legacy Practices and Industry Tradition:

    • The use of clay models has been a longstanding tradition in the automotive industry. While digital tools have become integral, the industry values the continuity and expertise associated with physical clay modeling.

In essence, the use of clay models in automotive design is a holistic approach that integrates human intuition, creativity, and collaborative decision-making with the precision and efficiency offered by digital tools. It represents a balance between tradition and innovation in the pursuit of creating aesthetically pleasing, functional, and emotionally resonant vehicles.