UK Motor Show part 2

Honda walks a fine line between folksy and futuristic, juxtaposing the homely sound of Garrison Keillor’s voice with the slick imagery and high concept approach of the big ticket advertising agency (their ads are so complex that each spot demands an accompanying documentary). The cars themselves represent some of the most sophisticated engineering on the planet, but the simple truth is that getting into a Honda doesn't have the same frisson as other, more emotive, brands.

The 'Open Study Model' is Honda's attempt to make the kind of car you drive for the sake of it. The OSM is a compact two-seater, a design study with a hybrid power plant at its heart and lightweight, fuel-efficient construction. Andreas Sittel oversaw the OSM's design at Honda’s German studios, located in Offenbach just outside Frankfurt. Choosing to outsource the design of the OSM to a European studio illustrates the oodles of confidence this quintessentially Japanese brand has in its ability to build cars that satisfy all markets, pushing technology and efficiency over regional variations.

Tell us about the OSM
This is a design study for a fun to drive car - the target was to show this character as well as being environmentally friendly. We really tried to create a style that showed a clean and dynamic character. One key intention was that the interior and exterior should be united, bringing the exterior into the interior through the shape of the rear body panel. Normally the instrument panel is a massive volume, so we tried to chop it and sculpt it, making it appear lighter.

Which model did this design direction begin with?
The CR-Z concept unveiled at Tokyo 2007 was a strong production proposal, but we have no plans for this car. It shows what we think of the next step, a clean and dynamic, more feminine character. We didn’t try to follow any styling trends.

Is this an example of a move to more global design?
The OSM was designed in Germany, at Honda’s main European Design Studio in Offenbach. The CR-Z was developed in Japan. But to use an intelligent technology like hybrid or fuel cell means we have to give the customer more feeling for the technology underneath. We want styling, design and layout to show this technology. It’s an international style. Japan is the mother plant, so as a satellite studio we’re really happy to get the chance to show our capabilities to the rest of the company.