ELM Design

22 Jul 2005 Category: Features, Japan, Products, Recommended, Technology

ELM Design CO., Ltd. is the in-house design company which is affiliated by Yamaha Motor Co., Ltd. ELM’s product range includes Yamaha’s popular motorcycles such as “Majesty” series, an electric bicycle “PAS,” and even boats. ELM stands for The Epoch Makers of Land and Marine. As their name shows, ELM is one of those hot companies who creates innovative products. Putting Emphasis on EV (Electric Vehicles) is one of Yamaha Motors’ characteristics. As a member of the Yamaha Motor Group, ELM has been working on an EV motorcycle for years. Today, Tetsuji Maeda, president of ELM Design, Akihiko Tanaka, product design group manager, and Yoshio Hattori, R&D design group manager made some time for us to talk about their new EV model “EC-02″ and the Yamaha design philosophy.

Interview by Koji Ito
Written and translated by Kyoko

Could you briefly tell us about the framework of ELM design?

Maeda: ELM Design is a subsidiary wholly owned by Yamaha Motors. We only work for Yamaha Motor Products. Yamaha Motors doesn’t actually have a design department within the company. Currently, ELM design consists of 32 employees and our offices are located in Tokyo and Iwata, Shizuoka. We also have an overseas subsidiary in Milan, Italy which is responsible for the design of the European models.

What can you tell us about your design philosophy?

Tanaka: Well, There is a running stereotype when it comes to motorcycles. I mean, they are somewhat masculine and aggressive, right? We’ve been trying to bring in a new approach to Yamaha Motor products, to change that perception. For instance, on our first project, “Passol,” our target users were female, which was pretty rare during the 70’s. In the same manner, with “BW’S”, we shifted the focus of the 50cc model from usability to amusement. We did the same with the Majesty series. Over time, we have introduced new values. It is one of our goals to break existing rules. That leads to the development of our newer models such as the “EC-02″ and the EV version of the “Passol.”

So, ELM’s design philosophy is to create revolutionary products?

Tanaka: This is my personal opinion, but design is after all civilization. We used to eat food merely in order to sustain ourselves. But mankind started cooking, the point of eating shifted from just an intake of energy to take on a more cultural significance. I think design is same. Those qualities such as “convenience, cost performance, usability, safety” are commonplace, and on their own are not enough for a really outstanding product. What is important in design is to add flavor to it. We have to think about how to cook, what kind of spice to use. Society needs more of that kind of design flair.

I see that ELM’s philosophy is what makes your products so unique. Now can we specifically talk about the EC-02, because I feel that the EC-02 is a very symbolic model, representing ELM’s philosophy very clearly. Can you tell us about the design process of EC-02?

Tanaka: Before launching EC-02, we released EV Passol. Introducing EV to the public, we wanted to let them know how beneficial it was to our society. Our aim with this model was to create a compact and easy to use electric motorcycle. But when it came out, sales didn’t do so well. Yamaha Motor group had felt very strongly about the EV for a long time, and we felt like it was one of our missions to help to produce a successful EV. In order to turn the EV into one of Yamaha’s strongest models, we started developing new models. Clean, silent and convenient was too common for our EV. Reflecting upon our sales failure of the Passol, we put more emphasis on “fun” this time. The EV’s distinctive characteristics were no gasoline, no carburetor, more freedom to arrange units. It’s even OK to tilt the EV because nothing will spill out or cause any damage. Then we thought that giving the EV a folding function could be a good approach for a new EV model. That ’s how the idea of “DIVIDE” was born.

Folding is such a great idea. It’s a new approach and solves the storage and parking problems in limited spaces.

Tanaka: Right. Around the time we were working on the show models for the Tokyo Motor Show to present EV models to the public. We had to come up with new ideas. That’s when the idea of EC-02 was born. We made it small and economic, but we also wanted to give a characteristic shape to it.

EC-02 has a very eye-catching pentagonal shape in the center of it`s body.

Tanaka: Well, to tell you the truth, it was hard to start designing the EC-02. Whereas the folding functionality made the DIVIDE stand out from the pack, the EC-02 didn’t have a special feature from the beginning. We weren’t sure how to make it different from existing models. Finally, the designer came up with the pentagon idea. Every necessary part such as the seat, wheels and handles fold out from each side of a pentagon. Inside the pentagon itself, we created a storage space for batteries and personal belongings. This shape enables the EC-02 to be compact and gives it an unique appearance. And of course we added some more of the fun little features as well. The side panel can be customized, and the handle and the pedals can be folded in case you want to put your EC-02 in your car. Of course, compared to a gasoline vehicle, you can’t expect the same amount of “oomph” while driving, but we feel that because of the “fun” aspect, the EV still appeals to customers.

How was the reaction from the public at the Tokyo Motor Show?

Tanaka: The DIVIDE and the EC-02 were well received there, among other concept models (the EC-02 was exhibited under the name of “pokke,” alluding to the fact that it is a small “pocket-sized” vehicle). I think they were popular because they appeared to be easy to access in terms of technology and price. After the Motor Show, we started producing the EC-02. Actually, it’s quite rare to create a production model that follows the show prototype so closely. Usually, we have to change details in order to cut costs but the designers and engineers did a great job from the beginning on this project.

How about the DIVIDE? Are you planning to release it?

Tanaka: New technology called “CF aluminum die-cast” was about to be implemented in Yamaha Motors when we started designing the DIVIDE. Using this thin-wall casting, strong yet lightweight free-form design was enabled. I think design should advance along with this kind of technological background.

Hattori: Technically, we are able to produce the DIVIDE on a large scale. But if we wanted to include the folding mechanism, it would be very expensive to sell. Maybe in the future we will try.

OK. (Looking at EC-02 sketch) Is this design done by one designer? I mean, did the whole idea come from only one guy?

Tanaka: For the EC-02 project, 3 designers were working on it. One designer was responsible for it and 2 assistants supported him. In comparison with big products such as a car, our product is small enough to allow only one person to be in charge. One designer is responsible from the beginning to the end, planning, research, and detail design such as pattern of tire, picking the color for the final product and everything else.

Wow, is that so? Isn’t it rare that one person is allowed to do everything? Is this for the sake of fueling the designer’s motivation?

Tanaka: That’s part of it, too. “Touching people’s hearts” is one of Yamaha Motor’s mottos. We think highly of providing emotional elevation and we want to transfer that to customers every time they see our products. So naturally, a designer’s emotional attachment to the product is very important. I think it’s rare these days, but we even make the initial clay models by ourselves. Then based on that clay model, our engineers build accurate figures. Of course we cannot complete the project without technical engineers, but the designer is the one who has the most influence.

But in that case, surely your designers are required to possess enough knowledge about physics, technology and materials to start with. That must be a bit tough for them, right?

Tanaka: Well, since ELM has been specializing in compact motorcycles for such a long time, our designers have been educated, and knowledge has built up. Knowing “what to do” and “what not to do,” the designer kind of sees through the process of building a motorcycle. For instance, the designer of the EC-02 attached this detail drawing of the parts when he first submitted the rough draft of the EC-02. It wasn’t exactly accurate, but I thought the sketch showed that he already had basic ideas about what kind of technical structure would have to be considered. Then the designer brings the sketch to the engineer asking “what do you think?”. This is a common process in ELM.

I heard that EC-02 was done by a very young designer. Is that true?

Tanaka: He is…I think around late 20’s. (Designer: Atsuro Takeno)

So young! I’m very surprised, I have to say. I thought you cannot present your own work unless you have 10 years of experience or something. I guess ELM is very flexible as a company. You must have a system to support youngsters.

Tanaka: We don’t have any special system. It is more like a small factory, you know? There are several very picky “craftsman” type of old men…whenever young designers are doing something, the old men just go up to them and poke their noses into the project. “Ha, I don’t think it’s gonna work.” (laughs). It’s a funny kind of motivation for the young designers!

There is no in-house training program, then?

Tanaka: Hmm..no. As I said, they learn things on the job site.

Hattori: Young designers learn a lot from old men’s craftsmanship, caring about every single details, and it gradually accumulates. Everyday communication teaches them what is “Yamaha-quality,” or “Yamaha-ness. “

In order to create something very “Yamaha,” do you share a special design language?

Hattori: No we don’t. It is like a gene, I suppose. We share space and time everyday, which become our flesh and blood. If I have to put it in a word, “Yamaha-ness” is “something other companies don’t have,” namely “something new.” (laugh) If it appears to be similar to something else, that means it is not “Yamaha” anymore. We always strive to create something new.

OK. Then you don’t have any special features in appearance? If you look at a BMW car, you know it is from BMW at a glance. Don’t you have an easy to recognize figure for “Yamaha” ?

Tanaka: I don’t think we do.

Is it something you rather want to avoid?

Hattori: We don’t have anything particular in our mind, but our users say, “it is so Yamaha,” or “this shape reminds me of Yamaha.” I guess that’s because we learn from our past. I mean we sort out what has worked and not worked in the past. So naturally, our ideas as individuals working for the same company are kind of unified.

I’m quite surprised to know that there is no information exchange between Yamaha Motors and (instrument)Yamaha. The shape of their product such as Silent Guitars reminds me of ELM design. I thought the whole Yamaha group shared some kind of design code?

Maeda: We never thought of it. Maybe whole group shares Yamaha DNA. Actually we collaborated for the first time on the show model “dolsa wind,” at last Tokyo Motor Show.

Interesting. Let me go back to the EC-02. How about weight. I think there is a potential for EV models to be lighter.

Hattori: That’s possible. And about batteries, once this type of battery gets more popular, it gets cheaper and then smaller.

EV has more design freedom because you can make each function separately, and then simply wire them together. If it’s a auto, you always have to deal with a big chassis. So even if you change the arrangement, it doesn’t show up much. It is different for motorcycle, since the body of motorcycle is already small. So based on the arrangement, appearance can be changed dramatically. As a motorcycle designer, it is so much fun playing with EV design.

Mr. Tanaka, you said earlier EC-02 aimed for “fun,” not for speed. I understand that EV motorcycle is still a bit slow compare to other models. But I suppose a lower velocity might allow you to enjoy your surroundings?

Tanaka: And EV is so quiet that you can sense ambience very well. You might even be able to hear sound better than on bicycle. I guess that’s one of the new values EV can offer. Give you different perspective. I believe you can enjoy riding EC-02 in many ways, other than simply going from A to B.　

Now especially in the big city like Tokyo, each location has become like an independent city. And between each station, there are interesting spots. Sometimes you think “It is too far to walk, but it’s too close to get taxi.” EV could fill that gap. Maybe in the near future, you could create an even more compact EV so that people can actually bring it on the subway or something.

Maeda: That’s ideal. As a compact vehicle, great connection with other transportation is very important. Portability is very important.

Because you can tilt it, you can put it in the regular car and bring it anywhere.

Tanaka: Yes it fits in a family car easily. EC-02 is for everyday rides, but it can also be for special occasion. When you are on vacation, you can take it with you in your car and ride it for fun.

Maeda: EV has various possibilities. It is true for auto, too. Of course it cannot be that easy to spread EV, but it’s worth trying. Many auto companies are paying attention to EV these days. Again this year, we are going to present innovative models at the Tokyo Motor Show. I would like everyone to come and see it.

We are looking forward to seeing the new models. Thank you very much!

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