Advanced design engineering from concept to manufacture

Generative Parametrics provides advanced product design engineering from concept to manufacture. Founded by Alex Groffman in 2009, the UK-based company comprises a specialist team of in-house designers.

In every project, we aim for wow! That’s why we go beyond the average and push the boundaries of our work – always refining, improving and delivering the best-possible designs.

Our success is built on unique proprietary DNA Modelling methodologies, which speed up design, improve quality and enhance efficiency. Alex developed the methodologies when designing for Land Rover, BMW and Aston Martin. He realised the industry required a design solution that accelerated turnarounds and enhanced results.

Alex pioneered his DNA Modelling methodologies while working for Mahle, making the company’s product development faster and more efficient than ever. The methodologies gave Mahle the edge, enabling the company to win projects with prestigious clients including Bentley, BMW and McLaren.

  • What makes us unique?

    What makes us unique?

    Our advanced DNA Modelling methodologies enable us to generate and update designs much more rapidly than conventional CAD methods, saving you time and improving efficiency. How do they work? We dissect the architecture of a design, component or product to establish its geometric DNA. From this, we create a model with fully automated parameters. Whenever these parameters are modified, designs stay true to their geometry with each component moving in harmony. While updates using traditional CAD approaches can take hours, days or weeks, our methodologies enable us to instantly generate and manipulate flawless designs.

  • What do we stand for?

    What do we stand for?

    We aim to make our customers’ dreams a reality through great design. We’re here to make your life easier. And to make sure you feel good about the results we deliver. To achieve all this, we live by some strong values. They embrace everything we stand for, believe in and do every day.


    Wow! That’s the response we want from every customer. To achieve that, we go beyond the average and push the limits of our work. Because we can only deliver breathtakingly simple and elegant designs by always refining and improving them.


    Achieving extraordinary things requires extraordinary energy. Breaking out of our comfort zone and getting the best results means being bold and brave. We face and beat our fear. And if we think a solution might work, we go for it.


    Being the best is about more than having great software and tools. It’s about having sharp enquiring minds. So we grab opportunities to learn new techniques every day. And we ask the right questions, such as ‘How can we speed this up and make it better?’


    No one said being a pioneer was easy. So we persevere and believe in what we do. See setbacks as scenery on the road to success. View obstacles as opportunities to improve solutions. And we’re passionate about our work. If it matters to us, we can be sure it matters to you.


    Attending to the smallest details of our work separates us from our competitors. It means we’re always thinking about how to make things better. And it makes sure we only include the elements we need to make things great.


    We see our business as a family. But one that always gets on. We respect and treat each other positively. And we take responsibility for our work. As a team, we look at challenges, agree solutions and make sure everyone’s happy with the outcome.


    We always seek opportunities to make the world a better place through our work. For example, we have links with schools to encourage young people to take up engineering and design, and provide work experience placements.

  • What does Generative Parametrics mean?

    What does Generative Parametrics mean?

    Nature comprises many complex systems. But these systems derive from simple rules, relationships and processes. Each combines to create the beauty of the natural world. Like nature, products can also be complex. But it’s possible to dissect a product’s geometry into rules: its unique geometric DNA. These rules fall into two broad categories: Generative and Parametric. Generative rules encompass a product’s environment, surroundings and intended manufacturing processes, for example. Parametric rules are quantifiable, stating dimensions, weights, volumes, or any other measurable aspect of a product’s design. Combining these two types of rules in a product’s structure enables us to rapidly develop and manipulate designs.

  • What do people think?

    What do people think?

    They exceed our expectations

    “Generative Parametrics is J1 Automotive’s supplier of choice in providing a superior, rapid and high-quality product design service. Our business centres on developing new products and getting them into the market as soon as possible. Generative Parametrics has consistently proven to be the ideal partner in providing concept to manufacture 3D models and drawings that far exceed our expectations. This first-class service will provide ongoing opportunities for J1 Automotive.”

    Managing Director
    J1 Automotive

    They ensure our products remain ahead of the competition

    “Using Generative Parametrics has been invaluable to the successful development of our products. The high-level mechanical design service they provide and fresh viewpoints they offer, allow us to push our products forward into market-leading territories. They continue to work alongside our company to ensure our products remain ahead of the competition.”

    Managing Director
    Edge Energy

    They provide a high level of design solutions

    “Generative Parametrics has consistently provided a high level of design solutions and applications that satisfy and exceed our business needs and expectations. The professional expertise and competence is highly commendable with a customer service that is personal, efficient and cannot be faulted.”

    Head AIS Design & Development
    MAHLE filter Systems Ltd
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