AvtoVAZ Lead Designer Working on New Range of Cars for 2016

AvtoVAZVAZRussian Federation, 1966 > present8 models
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lead designer Steve Mattin was hired by the company in 2011 ahead of NissanNissanJapan, 1932 > present159 models
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-Renault’sRenaultFrance, 1898 > present189 models
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complete takeover of the company last year. His mandate is to create a new range of Lada models for 2016 that must be simple, robust and stylish.

Mattin started his career at Mercedes-BenzMercedes-BenzGermany, 1924 > present197 models
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from 1987 to 2005 where he rose to the role of Senior Design Manager and oversaw all of Mercedes designs at the time. He moved to VolvoVolvoSweden, 1927 > present49 models
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in 2005 and worked on the S60Volvo S60 Gen.1Sweden, 2000 > 200954 versions
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, V60Volvo V60Sweden, 2010 > present301 versions
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and XC60Volvo XC60Sweden, 2008 > present261 versions
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.

Mattin’s goal at Lada is to create emotion in the company’s designs while keeping them affordable.

“We have the chance to completely change Lada's image through a more progressive and unique design,” said Mattin

Lada’s lineup currently consists of five models. Among them are the 37-year-old NivaVAZ Lada NivaRussian Federation, 0 > present18 versions
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and several models with platforms that date from the 90s.

Mattin says that he is going to create a corporate look shared by all of the new models with an X-shaped frontend design that connects the headlights, grill and air intakes at the bottom. The cars will be focused on the Russian market with plans to only export them within the region.

“We wanted to create something that is robust looking, especially considering some of the rough road conditions in Russia. There should be simplicity to the design language, but we also want to emotionalize the brand without overcomplicated lines,” said Mattin.

To create a better focus on the Russian market, Mattin opened a new Lada design center in Moscow and has been staffing it with Russian designers.

“Moscow is a more inspiring place from a cultural standpoint. If changes happen, they start in Moscow,” said Mattin.

He says that he has no intention to carry over any of Lada’s traditional looks for the new cars because his job is to “break from traditions.”

Renault design chief Laurens van den Acker is overseeing the redesign but only sparsely. He meets with van den Acker four times a year to go over the designs, but Mattin basically has carte blanche on how the cars will look. 

Source: Automotive News Europe