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Motorcycle design consultancy firm, Xenophya Design’s client list includes some major European and Indian players. Co-founders Mark Wells and Ian Wride are active committee members of the Motorcycle Design Association and have also worked on projects with students from IIT Delhi. They have recently unveiled a new studio in the UK and expanded their business into the Chinese market by appointing Philip Heung to set up their office in Hong Kong.
Q. How and when did you get involved in designing motorcycles?
A. We (Mark and Ian) met in 1997, on Northumbria University’s Transportation Design course. Our final year project was to redesign the Ducati 900SS. It soon became apparent that this could also be sold as an aftermarket kit. The idea showed potential, so we set about designing an aftermarket kit for the Kawasaki ZX-9R. Once that was finished in clay, we sent some images to Motorcycle News and got a bit of publicity. This resulted in an accessories manufacturer asking us to design some parts for their range. To help pay the bills we took the commission and the aftermarket kits got put on hold. Our consulting business has grown ever since.
Q. What was the turning point for Xenophya Design?
A. Before 2003, we worked mostly with low volume and aftermarket accessories manufactures. Then in 2003-04, we worked with Glynn Kerr to realize the final 3D design proposal of the Fischer MRX project – our first full motorcycle project. Our first proper OEM project in 2004-05 was for an Indian domestic market motorcycle. The design went to pre-production prototypes, but unfortunately for us, this project was stopped after a change in the company’s management.
Q. What has been your best design for an Indian manufacturer?
A. At the beginning of 2006, we started to work with Royal Enfield to help define a new range of export products aimed at Western Europe, Japan and the United States. We had to be very careful in making changes to the Bullet as updating such an iconic bike is a difficult task and we made sure to consult owners as well as dealers throughout the process. It was imperative that we retained the Royal Enfield DNA and the character of the Bullet. The Bullet Classic was unveiled at the 2008 Intermot trade fair in Germany. Already the model has received some great feedback and hopefully the Bullet Classic will prove a great launch pad for the next generation of Royal Enfield products.
Q. What is the nature of design requirements from Indian manufacturers?
A. The majority of vehicle manufacturing companies in India understand the need for design. They have either experienced it first hand or at least witnessed their competitors gain an advantage by employing design. A growing number of companies in India are capable of designing entirely on their own with many of the larger manufacturers having their own in-house design studios. Many more Indian automotive companies have access to the design process through their collaboration with foreign partners or through employing global design consultants such as Xenophya Design. Even those companies who have an established internal design resource will still commission both domestic and international consultancies such as ours to work on projects. It could be to input some fresh ideas at the early concept generation stage or to act as an overflow when their own staff is engaged on a project and something else needs doing. If, as with Royal Enfield they are looking to export to western European and US territories, they might also ask us to help them understand these target market requirements and tastes. In other cases, particularly where the client company doesn’t have an in-house design capability we will provide a turn-key service. Home grown Indian design is definitely flourishing but it can always help to bring in an outside viewpoint.
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