A report from the AutoDesign Prague 2011, held on 20 October 2011, which saw the participation of 250 among designers, students and professionals, and featured live presentations covering many aspects of automotive design.
Horbury, who will be taking up a new position as Senior Vice President of Design at Geely Group, will be based in Sanya, in the Hainan Province of China. The main task in his new role will be to establish a creative and design center in Hainan University Sanya College, an independent University sponsored by Li Shufu, chairman of Geely Holding Group and the Volvo Car Corporation.
"I am privileged to set up a small yet efficient design organization which will cover both production design and advanced/strategic activities for the Volvo Cars brand," Falk told Car Design News."The ‘Volvo-case' is especially interesting as we are the first and only luxury/premium OEM to have a Chinese owner. We see China as the ‘second home market' for our product range."Falk was promoted to his new role following his appointment to Interior Design Manager for Volvo's Large Size Vehicle Cluster Cars in May 2010, a role he moved into after his previous position as Chief Designer Interior Design Strategies at the Swedish automaker. During his time in Sweden, Falk worked on both production and concept car programs, the most notable being the S60 concept created under the direction of Steve Mattin.
At the beginnings of automotive history, car styling - shaping of car's body, used colors and materials, seemed not the most important. Luxury of car interior and reliability seemed essential. It is only at the end of the 1920's, that car producers realized how important the form of the car is, how strong emotions of desire and fulfillment well designed car may bring. This is how the automotive design came to life.