Car designer [Freeman Thomas] thinks of DeSign as Story Telling. Thomas believes absolutely that every vehicle needs a story. "What's the plot?" he asks of the Prowler, before answering his own question. Being able to communicate that story to consumers is one thing. But being able to articulate it to people inside the company is perhaps more important, if your designs are going to survive, and if they are going to transcend "committee-ization."

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