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When General Motors builds a car, they want to meet the specific needs of many customers. But if they custom-make each car, then it will not be economical.

When I was at BMW and Aston Martin, I realized how difficult and how many resources it takes to create a car - let alone a car company.

People always want cars. It's a huge industry, and there's always new product coming out.

These new 'hybrid' F1 cars represent an extremely complex project.

Well, when you're trying to create things that are new, you have to be prepared to be on the edge of risk.

I think cars encapsulate the history of innovation and style - it's the other side of the coin of the car being public enemy No.1.

The hybrid engine costs a lot of money, and customers are hardly willing to spend so much more for a car.

People think getting a new partner is like getting a new car.

I bet the people who are in the auto industry right now have more than 10,000 good ideas about what might work and what we need to do is not come up with more good ideas. We need to go and test as many of those good ideas as possible.

I think there could be more experimentation if car companies didn't have to make such huge volumes. If you're making 300,000 vehicles, you have to play it safe. Ultimately, the companies want to make customized cars, and they are all working on ways to do that. Experiments with structural systems are usually about that.