14 2012 – A Škoda <strong>year</strong> <strong>in</strong> <strong>review</strong>
InterviewClear l<strong>in</strong>es, clean surfaces, attentionto detail – Jozef Kabaň and his team aimedexplicitly for a ‘car with style’.Interview with head designer Jozef Kabaň“The new ŠKODA Octavia– a car with style”When Jozef Kabaň talks about cars, it sounds like a declaration of love.His words are full of passion.“I can’t help it,” he says, by way of explanation, “I just love cars.”The modest and reservedhead designer of ŠKODA hasworked for Volkswagen, Audiand Bugatti and, over the courseof his career, made himself aname as one of the most creativeautomobile designersaround. For ŠKODA, Kabaň developeda new design languagethat will def<strong>in</strong>e all future models.The ŠKODA Octavia is particularlyclose to his heart: He understandshow crucial this model, <strong>in</strong>particular, is to the brand andthe Czech people, who have regardedthe ŠKODA Octavia asthe p<strong>in</strong>nacle of Czech eng<strong>in</strong>eer<strong>in</strong>gexpertise for many <strong>year</strong>s.Mr Kabaň, what´s so specialabout the design of the newŠKODA Octavia?Clear l<strong>in</strong>es. clean surfaces, attentionto detail – a really attractivecar with style – thetrue ŠKODA Octavia.Doesn’t every designer say thatabout their latest masterpiece?Well, perhaps. But I believe wehave really managed to comb<strong>in</strong>ethe maximum with the m<strong>in</strong>imum.What I mean is: maximumimpact with m<strong>in</strong>imum visibledesign complexity. I love m<strong>in</strong>imalism!Can you be more specific?See the dynamic effect of theupswept w<strong>in</strong>dow l<strong>in</strong>e <strong>in</strong> the reardoors? We call this design detail‘the f<strong>in</strong>’. Or the rear of the car:clearly-def<strong>in</strong>ed, tidy, clean – forme, that is pure reduction to theessential.The front headlights also lookk<strong>in</strong>d of playful …That’s right. Successful car designconnects on several levels,not just one. With the frontheadlights, we have extendedthe vertical l<strong>in</strong>es of the front grille<strong>in</strong>to the headlight itself as an illum<strong>in</strong>atedelement. The effect isnot unlike a woman’s eyelashes– beautiful and sensual – and alsopays tribute to the art of traditionalBohemian glass-work<strong>in</strong>g.But the overall impression of acar is actually about someth<strong>in</strong>gcompletely different.How do you mean?Proportions. Proportions arewhat count. We’ve given thenew ŠKODA Octavia a longerwheelbase than its predecessor– which, with its shortenedfront overhang, makes the carlook more dynamic. At the sametime, there is a smooth and harmoniousflow to the side view.The new car looks wider – andit is. That gives it a very self-assuredstance. It looks good onthe road. That is what this is allabout: dynamism and repose,clarity and concision.If you compare the new ŠKODAOctavia with the previousmodel …… then I see that it has grownup <strong>in</strong> more than one way. Ourjob was to create a shape forthe most successful member ofthe ŠKODA model family, whichwould appeal to customersworldwide. The ŠKODA Octaviais the heart of our brand and akey model <strong>in</strong> our growth strategy.Its design must be dist<strong>in</strong>ctiveand appeal to many differenttarget groups. What an excit<strong>in</strong>gtask! As I see it, our ŠKODA Octaviahas grown up.How do you balance the diversedesign expectations of a globalaudience with the personalitya car needs to succeed <strong>in</strong>today’s marketplace?There’s only one answer to that:to create your own style <strong>in</strong>steadof follow<strong>in</strong>g trends. It is importantto have a clear design languagethat will rema<strong>in</strong> attractiveover time and also works on an<strong>in</strong>ternational level. I strongly believethat we have achieved this<strong>in</strong> an exemplary fashion with thenew ŠKODA Octavia.If we said design is important,but not everyth<strong>in</strong>g, would youtend to agree?Absolutely. It’s about creat<strong>in</strong>g alogical and plausible emotionalconnection between a car’sphysical appearance and its <strong>in</strong>nervalues. And that’s preciselywhat ŠKODA is all about: <strong>in</strong>nervalues. It is our job as designersto make them visible.2012 – A Škoda <strong>year</strong> <strong>in</strong> <strong>review</strong>15
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