Marketing division, Research and Development division and designers are the main players in the concept stage, which leads to the conceptual definition of the product in terms of feature placement, technical characteristics and style. Ideas begin to take shape and are brought together in the form of an initial aesthetic prototype, which is the result of a combination of evolved computerised design techniques as well as the traditional methods of manual modelling. This is followed by the actual design of the helmet: in this stage, avant-garde computerised design techniques allow for the creation of the first functional prototype, as well as the simulation of the fluid-dynamic and aero-acoustic behaviour of the product. Lastly, road, track and wind tunnel tests allow for the collection of useful data, used to perfect the products performance before beginning mass-production.