Vehicle Technology: Performance Branding & Design Forum. (VTC4)

November 5, 2014 - 1:00pm - 2:30pm
Las Vegas Convention Center, Upper North Hall, N258

Moderated by: John Waraniak, SEMA VP Vehicle Technology.

Panelists: Tom Peters, Director of Exterior Design, Performance Car at General Motors; Brandon Boeckmann, General Sales Manager of Galpin Auto Sports; Robert Egger, Creative Designer, Specialized; Scott Bowers, Chief Brand Officer, Factory Design Labs; Al Van Noy, Global Head of Innovation for Adidas; Jacques Panis, President of Shinola; Camillo Pardo, Founder Art and Design, Ford GT Designer, Motor City Masters

Advanced technologies are driving new design, branding and lifestyle marketing trends. Technology has the power to make, move and reshape markets; however, vehicles are more than technology. They represent who we are. Today’s vehicles are works of art, power, access, and fashion. SEMA and Detroit have a brand connection. They both represent pure Americana – Detroit is the birthplace of the middle class and SEMA is the birthplace of customization.  Bod Dylan said it best – What Detroit created was a first and became an inspiration to the rest of the world. Detroit made cars, and cars made America. You can’t fake true cool. Designing for lean customization is the intersection of design, technology and the customer experience. Lean-customization principles cast the biggest shadow on profitable personalization. The future of performance and customization is all about connecting vehicles to consumer’s lifestyles, brands and experiences.  This is a new day with new rules and new players, and the specialty-equipment companies and brands with the best designs and consumer experiences win – period. This year’s Performance Branding and Design Forum will discuss the latest strategies and best practices of successful designers, market leaders and innovative brands for driving cool. Attendees will learn how to use design as a competitive advantage and branding as a competitive differentiator. Customers buy your products but, more importantly, they buy what your products do for them. They buy on emotion and justify with logic. You need to sell the benefits of your products and services to your fans and enthusiasts. Scott Bowers calls it; Purpose beyond reason—where art and science collide. Leading companies think of their products as content and design, branding, marketing and social packaging is their context. This Forum brings together successful entrepreneurs and a wide spectrum of movers and shakers from both inside and outside the automotive specialty-equipment industry to offer valuable insights and ideas for members to create their own preferred futures.