Goodbye, Juliet

Over my decade as an automobile designer, I haven’t managed to get many designs into production. But here’s the story of one that did.

Matteo Licata
UX Collective
Published in
4 min readAug 8, 2020

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Matteo Licata Alfa Romeo Designer Giulietta
My “key sketch” that was selected in 2008 for production (picture from the Author)

The end of production of an automobile is rarely newsworthy.
One day you can order a brand new Whatever GLX, the day after you can’t, and life goes on. 2020 will be the last year of production for the Alfa Romeo…

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I’ve been obsessed with cars for as long as I remember and, after working in automobile design for a decade, now I’m a lecturer, a published author, a YouTuber