I’ve been speaking with a number of senior creatives in the car world lately. My interest is in understanding how various brands are navigating their way to the new electric and autonomous age of the automobile. Like many, I am hugely excited to see a genuine shift in attitude, even among the more conservative makers. And I’m eager to see how designers are responding to change – if they are willing to radically rethink car design.
In the last few months alone, most of the major makers have set out their net zero plans, and we are now beginning to see and drive products designed and engineered purely for electric drive. What has become clear though is that this first wave of clean(er) powered transport are not revolutionary in design. The radical approach I was hoping for may happen along the journey once makers and users ease into electric drive.
That said, my fear is that collectively car companies will become too comfortable in this interim phase – that they will see enough profit not to push for real change. Yet, electric drive offers a golden opportunity for the design community to lead the way in expressing a whole new form of transport – possibly find a new form language that can explore the car’s larger societal responsibilities. Surely there is so much excitement in this.
On that note, happy Spring and happy Nowruz – to a new day and all its possibilities.
Read what some of the main car designers are saying: Maserati head of design Klaus Busse, Polestar’s Thomas Ingenlath, Volvo’s head of design Robin Page, maverick car designer Chris Bangle, BMW Group vice president of design Adrian van Hooydonk, Daimler’s creative boss Gordon Wagener and VW Group’s design director Klaus Bischoff.