In a time of sophisticated digital technology and 3D modeling what part could a few tons of clay play in the design of new car models?

Surprisingly, clay plays a big part. For over 80 years the automotive industry has used full size clay models to preview the design of a new vehicle.

Talented clay modelers continue to play a key role in new model design. For 25 years computer aided design and automated milling machines have threatened to remove this very human artistic element from the process.

With goals of lowering design costs and cutting the time from conception to final production there has been a push toward total digital design. But, when it comes to final model choices they seem to always come back to clay.

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