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Under The Hood: Automotive Storytelling
July 15, 2025

The Future of Automotive Designers in an AI World

- Martin Groschwald, CEO Konzepthaus EP09

Behind every automotive innovation lies a human story. Hosted by Stéphane Lagresle, founder of The Storytelling Tribe, this podcast reveals how industry leaders translate complex technologies into compelling narratives. Through conversations with automotive executives, discover practical frameworks for making automotive innovations relatable and meaningful. For executives, product leaders, and marketers transforming mobility through better communication.

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The Design Revolution Decoded

In this episode of "Under the Hood: Automotive Storytelling" from The Storytelling Tribe, we connect with Martin Groschwald, CEO of Konzepthaus Consulting and host of "Gestalten in Automotive Design," to explore the radical transformation of automotive design leadership from isolated stylists to strategic business architects.

Key
Insights

  • Stylists vs. Strategists: The Great Design Divide

    Martin reveals the fundamental shift from design departments as isolated “sandboxes” to integrated business
    units that shape entire brand experiences across all customer touchpoints.

  • The AI Acceleration of Design Process

    Discover how artificial intelligence will automate 75-80% of operational design processes while amplifying
    creative capabilities, potentially reducing team sizes from 500-700 to 200-400 people.

  • The Future of Design Authority

    Learn why the next evolution moves beyond “vanilla design” toward brand-driven approaches that enable faster
    decision-making and more individual creative contributions.

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Practical
Takeaways

  • Master Business Language:
    Communicate design vision without relying solely on sketches – explain concepts clearly to the 95% who speak
    business language
  • Embrace Matrix Organization:
    Position design as a cross-functional business unit rather than a manufacturing silo to influence strategic
    decisions
  • Develop Future-Focused Skills:
    Prepare for AI-enhanced workflows that will require broader business understanding alongside creative expertise
  • Build Strategic Storytelling:
    Act like a designer but think like a business leader – combine visual flair with data-driven reasoning
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Where Technology Meets Narrative

Under the Hood: Automotive Storytelling uncovers the human narratives driving innovation in an industry that impacts lives worldwide. Hosted by Stéphane Lagresle, this podcast explores how the power of storytelling ultimately connects technology to humans

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