Volkswagen, a prominent automaker known for its iconic designs, is acknowledging the need to revamp its electric vehicle (EV) designs. Although the design has failed to resonate with car buyers. Recognizing this challenge, Volkswagen’s Design Head, Andreas Mindt, is determined to steer the brand’s future design direction towards more appealing EV models.
In a recent report by Motor Trend, Mindt emphasized that the initial EV designs were aimed at attracting consumers to transition from traditional internal combustion engine (ICE) cars. However, with the EV market experiencing significant growth, the need for design adjustments to cater to early adopters has diminished.
Mindt highlighted, “EVs are now 15 percent of the global market, and more than 50 percent of the market in China. This is not an early adopter business anymore.” With this shift, Volkswagen aims to move away from the notion that EVs must appear strangely different or futuristic. The focus now is on creating designs that are more universally appealing.
One concept that showcases this new design language is the VW ID. 2all, an all-electric hatchback reminiscent of the beloved Volkswagen Golf. The ID. 2all concept was developed under Mindt’s leadership, and its design cleverly conceals its electric nature. Unlike previous ID models like the ID. Buzz and ID. 4, the 2all concept doesn’t immediately scream “electric car.”
In addition to exterior design, interior aesthetics are also a priority for improvement. Mindt acknowledges the need to replace the hard, cheap plastics found in current ID models with clean surfaces and soft trims. The goal is to enhance the overall quality and appeal of the interior, elevating the driving experience for customers.
Mindt’s vision is clear: he aims to recapture the essence of beloved Volkswagen models from the 1990s, such as the Golf and Passat. He believes this nostalgic appeal can be the “secret sauce” that wins over customers. “The car is better than you expect, and you start to love it. Our aim is to be the love brand,” expressed Mindt.
By shifting its design philosophy, Volkswagen hopes to create EVs that resonate with a broader audience, moving beyond the early adopter phase. The focus on more universally appealing designs, along with improvements in interior quality, demonstrates Volkswagen’s commitment to evolving with the changing landscape of the EV market.
As Volkswagen continues its mission to fix its EV designs, consumers can look forward to a new generation of Volkswagen EVs that seamlessly blend cutting-edge technology with timeless aesthetics, capturing the hearts of both traditional VW enthusiasts and new EV adopters alike.