Porsche Design Chief Cites Chinese Electric Vehicles as Inspiration for Bold Automobile Designs
Michael Mauer, who has been involved in the design of Porsche 911s and Cayennes for almost two decades, suggests that the emergence of new competitors, particularly electric vehicle brands from China, is fostering a greater openness among German managers and designers towards daring vehicle concepts.
“These startups that don’t have a legacy can do things in a completely different way,” the design chief of Porsche AG and Volkswagen AG said in an interview. “I actually see it as a positive thing as a designer, because it makes the decision-makers – i.e. the board – more open-minded.”
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Volkswagen and Porsche will offer an update on their success next week when both companies report third quarter results.
Germany has long been at the forefront of automotive design thanks to enduring classics such as the Volkswagen Beetle, the Porsche 911 and the instantly recognizable BMW and Mercedes-Benz sedans. However, incumbent automakers have seen Tesla overtake them in the electric vehicle transition, and the new era of battery powertrains requires a new vision for the look and functionality of a car that remains the top priority for customers when choosing their next vehicle.
New industry standards are evolving quickly — from ultramodern models like Tesla Inc.’s Cybertruck and Xpeng Inc.’s P7 to interior features like Li Auto’s 3-D dashboard and Zhejiang Geely Holding Group’s Zeekr massaging seats.
VW CEO Oliver Blume added design to his priority list last month in an effort to attract more electric car buyers and halt market share decline in China. The change strengthened the designers’ hand to come up with different looks for the company’s brands, which include VW, Audi and Skoda. The aim is to give past favorites such as the VW Golf a new twist and support electric car projects.
“I always have this image in my head of this rock you’re throwing into the future,” said Mauer, who has led Porsche’s design team since 2004. “The question is, how far do I throw it? It’s a real challenge to hit that sweet spot accurately, to go far enough into the future, but not too far.
VW has pinned some of the slide in China because it has forgotten about the aesthetics and car features that will appeal to Chinese customers.
“The success of the Volkswagen brand in the volume segment, in my opinion, was due to a strong focus on design and design quality,” Mauer said. “Design is obviously not the company’s biggest problem, but it’s an area where I can still achieve a lot with relatively modest resources.”
Mauer, 61, recalled BMW AG’s design overhaul more than a decade ago, when the company’s chief designer at the time, Chris Bangle, redefined the look of the 5 and 7 Series. The changes were initially panned by purists, but Mauer said it ultimately helped BMW position itself as a more modern automaker that could win over new customers.
Mauer said new models need to reflect a driving experience that is much more connected to the outside world through software and apps. The difficulty is getting the balance right.
“I think the German auto industry in particular has the potential to be better,” Mauer said.
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