VIDEO: When Being New isn’t enough, You Have to Go Further

On both a national and a global basis, the auto industry is the most competitive it has ever been. Companies that were bringing up the rear in areas like design, quality and technology scarcely a decade ago have now closed right up to the market leaders. These days, it’s almost impossible to name a truly lousy car brand.

So how are automakers supposed to separate themselves from the herd? Well, as the video after the jump explains, one strategy is for a car company to challenge its designers and engineers to dream bigger, and think of problems that have yet to be solved, then solve them. In other words, never be content with “good enough.”