MICHELIN'S ANNUAL
MOVIN'ON
CHALLENGE DESIGN
COMPETITION
CHALLENGE
POSITION MICHELIN AS A LEADER IN MOBILITY DESIGN AND ATTRACT YOUNGER BUYERS WHO VALUE DESIGN TRENDS
While being an established company like Michelin certainly has its advantages, it can also result in some unique challenges. For Michelin, those challenges were twofold:
1) Michelin tended to skew to older buyers. They needed to appeal to a younger generation if they were going to keep up with the increasing role of design in the industry.
2) Already a leader in mobility technology and performance, Michelin wanted to position itself as a leader in design.
SOLUTION
Jackson developed an idea: Michelin would create a global mobility design competition. The competition would give young designers and professionals an opportunity to showcase their work to a wide audience. The event would gain credibility and prestige by inviting top OE designers, design universities, and experts to review the entries and select the winners. Jurors would be interested in seeing a wide range of entries and talent from around the world. This wouldn't be a one-time competition either. It was going to be a program—a program that launched every year with fresh, interesting and timely themes. Winners were given a private portfolio review with members of the jury and recognized at the Detroit auto show. More recently, the winners were also integrated into the Movin'On Summit and recognized through global media release, video and social media channels.
RESULTS
Challenge Design has now entered its 23rd year and received more than 14,000 entries from 134 countries. It is considered one of the world's premier design competitions for sustainable mobility. Content from entries, interviews with winners and jurors is shared through the Movin'On platform. The role of design in integrating new technologies and addressing mobility challenges with a focus on the end user experience has been integrated into the Movin'On ecosystem and communities of interest.
We continue to see strong support from current and prospective jurors and entrants as the themes become more focused on sustainability. Past winners and jurors have put their skills to work in the mobility industry, and we're seeing increased interest from architecture, engineering, and community planners. Entrants from cross-functional teams are increasing as well, and the number of women entrants continues to climb.
OFFICES
