Ultimately, auto designers need to overcome market challenges with innovative design solutions. The automotive industry is at a turning point with environmental and economic conditions on one side and breakthrough technology on the other, so it will be fascinating to see how these design leaders envision the future.
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.