“…This division tends to be overstated though and in actual fact the two areas constantly liaise with one another within the applicable development and decision-making units in order to ultimately develop a satisfactory product (Braess & Seiffert, 2007;Beier, 2013;Feldinger et al, 2017;Engeln, 2020). This process is known as design-technology convergence (DTC) and refers to the progressive amalgamation of styling and technological developments (Braess & Seiffert, 2007;Kurz, 2008;Feldinger et al, 2017). This joint work forms the core task of the concept stage and leads to some conflicting objectives that have to be resolved (Bryant & Wrigley, 2014;Feldinger et al, 2017;Meadows, 2017;Engeln, 2020).…”