Michael Mauer, the Chief Designer for Porsche and Volkswagen, brings his extensive experience of almost 20 years in shaping iconic models like the Porsche 911 and Cayenne to shed light on how the emergence of new competitors in the Chinese electric vehicle (EV) market is revitalizing German automotive managers and designers to embrace innovative vehicle concepts.
In a recent interview, Mauer emphasizes the fresh perspective that Chinese startups bring to the table. Unburdened by the weight of automotive traditions, these companies approach design from entirely novel angles. Mauer observes, "These startups, free from the constraints of heritage, have the liberty to redefine design in truly unprecedented ways. As a designer, I see this as a beneficial advancement because it fosters open-mindedness among decision-makers, especially the management board."
The forthcoming release of third-quarter results by Volkswagen and Porsche will offer a glimpse into their performance in this changing landscape.
Germany has a storied history of automotive design, celebrated for its enduring classics such as the Volkswagen Beetle, Porsche 911, and the instantly recognizable BMW and Mercedes-Benz sedans. However, as Tesla outpaces established automakers in the transition to electric vehicles, the new era of battery-driven powertrains calls for a reimagining of vehicle aesthetics and functionality. These factors remain of utmost importance for consumers when selecting their next automobiles.
The automotive industry is in the midst of a rapid evolution, characterized by emerging standards that encompass modern designs like Tesla's Cybertruck and Xpeng's P7, as well as cutting-edge features such as Li Auto's 3-D dashboard and Zhejiang Geely Holding Group's Zeekr, offering massaging seats.
Volkswagen's CEO, Oliver Blume, recently emphasized the significance of design in his strategy to attract more EV purchasers and recover lost market presence in China. This strategic shift empowers designers to craft distinctive aesthetics for the various brands within the company, including VW, Audi, and Skoda. The objective is to infuse beloved models like the VW Golf with a fresh, contemporary appeal and bolster crucial EV initiatives.
Mauer, who has been at the helm of Porsche's design team since 2004, likens the design challenge to throwing a metaphorical stone into the future, underscoring the importance of striking the right balance between innovation and familiarity.
Volkswagen attributes some of its market share erosion in China to a lack of emphasis on aesthetics and in-car features that resonate with Chinese consumers. Mauer contends that design quality has significantly contributed to the Volkswagen brand's success within the volume segment.
At the age of 61, Mauer recalls BMW's design transformation over a decade ago, when the company's then-chief designer, Chris Bangle, redefined the aesthetics of the 5-Series and 7-Series. Despite initial resistance from traditionalists, Mauer believes that this metamorphosis ultimately helped position BMW as a modern automaker capable of attracting new customers.
Mauer asserts that contemporary designs should reflect a driving experience that is more deeply intertwined with the outside world through software and apps, necessitating a delicate balance between innovation and continuity.
In conclusion, he expresses, "I believe that the German auto industry, in particular, has the potential to enhance its performance."