“ Ben We’re seeing a trend towards simplification, to take things away and have a pure, more simple expression of automobiles” Payne, chief creative officer, Lotus Adrian van Hooydonk, head of BMW Group Design. At first sight, it’s reminiscent of the manufacturer’s memorable sharknosed saloons of the 1970s and 80s. On closer inspection, it takes advantage of the EV layout with its wheel position, short bonnet and spacious interior. “We are not just writing the next chapter of BMW – we’re writing a whole new book,” says BMW’s development chief Frank Weber. “That’s why the Neue Klasse will certainly impact all model generations.” It’s a move towards minimalism that we have also seen in Honda and Polestar’s EV language, and which could be said to suit the characteristics of the new power source. “We’re seeing a trend towards simplification, to take things away and have a pure, more simple expression of automobiles,” says Payne. “You’ll see a lot of manufacturers going down that route. I think that’s a reflection of the times that we’re in. And that might be something to do with how customers see the technology.” In contrast to the fire and noise of petrol power, electric motors bring to mind other qualities – quiet, efficiency, discretion – that translate to a different expression. The Polestar 6, due in 2026, represents a beautiful interpretation of how the classic roadster translates in the EV era. “This car is a meeting point between technology and art, between precision and sculpture, with a determined but not aggressive stance,” said Polestar’s head of design Maximilian Missoni on its announcement. That perennial favourite, the SUV, is another traditional model ripe for reconsideration. Automobili Pininfarina, which as a design studio was responsible for some of the 20th century’s most beautiful cars and is now a luxury performance EV brand in its own right, is billing its eye-catching Pura Vision concept as an “e-LUV” (electric luxury utility vehicle), and it won’t be the last effort to redefine this segment in the new era. “Success in the new era of automotive luxury means taking a design-first approach. That is the core of our value proposition,” says Pininfarina’s chief design officer Dave Amantea. “EV technology serves as an enabler for exceptional design rather than imposing the need for an entirely new design paradigm. Our job is to surprise and delight—we believe our purpose is to understand the dreams of customers, then make them real.” The Lexus LF-ZC concept makes use of next-gen battery tech to achieve a 1,000km range, not as a high-riding SUV but a low-slung style for improved aerodynamics and with a shorter bonnet, which also maximises interior space. Inside, the emphasis is on service (its voice-activated system is called “Butler”), comfort and over-the-air tech updates to suit the “lounge on wheels” trend that will develop as autonomy advances. The Lotus Eletre “hyper SUV” is already on the road, with a sporty exterior design that plays on the brand’s famous midengined roots alongside a distinctly future-facing interior that has been carefully developed to meet high consumer demands for technology and the ways in which it should integrate into their digital lifestyles. “Traditional luxury brands might take seven years-plus to put a new product from clean sheet into the market. With Lotus we are sub-four years, and that’s really to make sure that the technology delivered to the customer is as up to date as it can be,” explains Payne, whose multidisciplinary design experience has proved to be an asset in the changing world of car design. “I would suggest that the lifecycle of battery electric vehicles is going to become closer to what you see in the electronics industry.” As established players jostle with emerging EV brands for a slice of the action, design will play a key role not just in brand identity, but in balancing the technological advances with the emotional connection they once had with the internal combustion engine. “How do we find a new way to give that expression of performance?” asks Payne. Over the rest of this decade, it will be fascinating to see how that question will be answered. NetJets 65
