HARMAN International projects
AKG X Cadillac
At HARMAN International I was responsible for managing the brand AKG, which made its first move into automotive industry with an exclusive partnership with Cadillac.
AKG was not previously represented in the automotive field, which was a great opportunity to not only for design, but also to strategically place the brand, showcase its unique history, and explore the potential that the collaboration with Cadillac could hold.
This included many alignments with HARMAN and Cadillac managements to ensure that both parties were onboard with the initial directions of AKG in the automotive field. We then established a collaborative process to develop the brand and make sure it stays relevant within Cadillac’s future vision. This was a 3 year process (2018-2021) where I worked closely with the Cadillac Interior designers (USA and South Korea) to bring some great AKG designs to Cadillac vehicles; such as the ESCALADE, LYRIQ, CELESTIQ and many more that are not public yet.
AKG X Cadillac LYRIQ - Premium Audio Design in Cadillac’s first EV
AKG X Cadillac CELESTIQ - Premium Audio Design in Cadillac’s flagship vehicle
HARMAN internal projects
Outside of managing AKG, I also worked on many internal projects, which have been shown at CES or to specific OEMs as demo vehicles with exploration of new design directions. Demo vehicles are usually made to showcase new systems, concepts and designs for a specific brand collaboration. Demo vehicles are not often shown to the public for this reason. The same goes for innovation projects, as these can take many years to develop before they are shown to potential customers.