To develop innovative, viable products, one must have a thorough knowledge of the market. Knowledge of what already exists, where optimization is needed, where solutions are required. At Porsche Design, the essence, function, and meaningfulness of a product are the subject of intense study and research. The suitability of materials is considered. Forms are sought that are more integral to their intended functions. Preliminary concepts are developed on the basis of these considerations and sketched out by hand. Preliminary models then give concrete form to the sketches. The final production product is defined with the use of 3-D computer modeling.