"Standing before the still-camouflaged model at the IAA auto show in Munich, Germany, Mindt described a shift away from the futuristic, sparser design language of recent ID models. "When you look at the face here, it's very optimistic," Mindt said, pointing to the front. "It's uplifting. All the lines are up-rising so that it looks friendly and positive and optimistic.""
"Struggling to broaden the appeal of their EV offerings, many are now emphasizing brand familiarity over novelty. 'Welcome Home' Mercedes has announced it's merging the design palette for combustion engine and electric vehicles for coming models. Its motto "Welcome Home" comes as the brand approaches its 140th year of existence. And while BMW's new ix3 electric SUV is impressively modern on the exterior and interior, the iconic front grill known as the kidneys were modeled on a series from the 1960s, the "Neue Klasse" ("New Class"). BMW's iconic 'New Class' model series of the 1960s was a turning point for the Bavarian carmaker. But it's Volkswagen where the shift is most visible. Days before this year's IAA Mobility show, the firm announced it would scrap the numbers-based naming convention for the ID family. It started with the ID.2, now named the ID.Polo, after a model familiar to generations of European drivers."
Andreas Mindt describes the electric ID.Polo's front as friendly, optimistic and uplifting, indicating a move away from the futuristic, sparse ID design language. European carmakers are rethinking EV design and marketing to address German buyer skepticism and broaden mass appeal. Many brands are emphasizing brand familiarity instead of novelty, with Mercedes merging combustion and electric design palettes under the "Welcome Home" motto and BMW referencing its 1960s "Neue Klasse" for the ix3's grille. Volkswagen abandoned numeric ID names and renamed the ID.2 to ID.Polo to evoke recognizable model heritage and consumer comfort.
Read at www.dw.com
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