Interview with Stephan Schönherr, Head of Design Department NEOMAN (BTD)

NEOMAN BUS GmbH, Salzgitter

Mr Schönherr, what has inspired you to create this special product and what was the intention behind it?

The design of the NEOPLAN Cityliner was inspired by a very long, very design-oriented tradition of innovative bus development and responsibility to the trademark.  It was a case of a completely new and modern design and development within the most successful and most important product segment of NEOPLAN in line with the latter’s “VIP Class” trademark claim.  Based on the design of its big brother “Starliner”, the claim to be the leaders of this market and price segment had to be technically substantiated and numerous ergonomic, technical and functional requirements had to be accommodated.

What does being awarded the red dot: best of the best mean to you?

The award of the red dot: best of the best is a great honour for us, since it is difficult in the commercial vehicle sector, with its limited resources and scope compared with the private car sector, and with the demands placed on vehicle building and production, to live up to such high and necessary design standards with all the necessary compromises.

What particular challenges do you think designers have to face these days?

The difficult challenge for design these days consists in meeting market demands in terms of cost, modularity and reduced variation whilst achieving functionality within strict ergonomic requirements.  In doing this we have to make sure that the products are target-group-oriented, production-cost-oriented and fairly timeless yet live up to modern technical demands and trends so that they do not come across as too fashionable and short-lived.  It is in the public interest and that of the environment that increased emphasis be placed on energy-saving development, minimised consumption and optimised use of raw materials and resources.

As a designer, what would you still like to accomplish in the future?

As a designer I would like in the future to work and fight really hard for increased recognition among the public of the bus as a multifunctional vehicle which is the environmentally friendly, sensible, safe and valuable vehicle of the future and one which is in no way inferior to other means of transport.   Similarly I would like to bring my creativity and ideas to bear in production areas which can show the way forward for society and its future development.

What do you think is the economic significance of design?

Design is increasingly important.  In an age of rapidly changing global markets and increasing interchangeability of products, design and hence trademark design is a superlative instrument for displaying originality and promoting identification with the product.

Design helps to highlight the inner values, qualities and function of the product through its image, ergonomic qualities and benefits for the customer and user.  In this way design provides product information, enhances the fit-for-purpose functionality and creates customer loyalty.

Design visibly influences the profile of the trademark and of the company, since it forms the inspiration for the customer’s association and esteem.  The actual value of a trademark is derived from this esteem.  Thus design makes the value of a product and its quality tangible.

Design positions a product on the market and in the relevant price category, and also within the product family.  It tells the customer that the manufacturer has really put a great deal of thought into the product and its function and a lot of work too.  It also influences the subjective customer perception.