The Lada Xray represents a major step forward for the Russian automotive industry. AvtoVAZ (the maker of Lada and Volga) has traditionally made cars that can best be described as boxy. The three-door Xray is not boxy by any means. In fact, Lada's latest concept can safely be called sexy.
The Lada Xray was designed in Turin, Italy, by Steve Mattin, a former designer for both Volvo and Mercedes-Benz. The concept gets its name from the 'x' shape formed by its front grille. Brown normally isn't very becoming on cars, but the Lada Xray makes it work. The interior of the crossover is equally impressive, if not more so, than the exterior. The black on brown color scheme and contemporary styling are a far cry from what Lada is known for.
Soviet Crossover Concepts
The Lada Xray is One Giant Leap for the Russian Auto Industry
Trend Themes
1. Russian Automotive Transformation - The Lada Xray represents a significant transformation for the Russian automotive industry, and could spark a new era of innovation and design.
2. International Design Collaboration - Design collaboration across borders and cultures, as showcased by the Lada Xray's Turin-based design team, is an opportunity for companies worldwide to embrace diverse perspectives and aesthetics.
3. Updating Brand Identity - The Lada Xray demonstrates the potential for companies to evolve their brand image and reputation through dramatic design changes and fresh branding campaigns.
Industry Implications
1. Automotive Manufacturing - Companies in the automotive manufacturing industry can take inspiration from Lada's transformation with the Lada Xray, adapting to consumers' changing needs and preferences to remain competitive.
2. Design and Branding - The Lada Xray highlights the potential for design and branding agencies to collaborate on global projects, and to help reposition companies seeking to transform their public image.
3. International Partnerships - International partnerships in the automotive industry, such as the one that led to the Lada Xray's innovative design, represent an opportunity for companies to tap into new markets and foster creative collaboration with other cultures and industries.