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IAA Mobility 2025, held in Munich, Germany, witnessed a significant shift in design philosophies from prominent automotive brands like BMW, Audi, Mercedes-Benz, and Volkswagen (VW). The change was driven by a strong focus on sustainability, digital experiences, and emotional design.
Mercedes-Benz introduced a new grille element as part of its new design philosophy, while BMW's Neue Klasse platform is a deliberate reference to the brand's transformation in the 1960s. The BMW iX3's design, resembling the Vision Neue Klasse X presented earlier this year, features illuminated 'kidneys', replacing the previous chrome design.
VW continued the legacy of its Polo and Polo GTI models, bringing them into the electric era. The ID.Polo and ID.Cross concept cars feature innovative design elements, including 'whisky glasses' in their rear lights. Similarly, Audi's Concept C, a two-seater electric hardtop convertible, previews a production car slated for release in 2026.
Hyundai, a Korean brand, took inspiration from its own heritage when creating the Concept Three, a compact EV from its Ioniq sub-brand. The design is simple, pure, and easy to understand, with a focus on expressing steel. Hyundai's design leadership and designers are not necessarily Korean nationals, with an international orientation towards Europe and China. Every concept car from Hyundai is a hint of what is coming next, but the company avoids overpromising.
Korean brand Kia also deviated from generic design philosophies, showcasing luxury all-electric SUVs and European-focused hatchbacks at IAA Mobility. However, many Chinese brands, according to industry expert Livingstone, lack sufficient distinction to enter the European market. Livingstone suggested that design in the Chinese market is more focused on ensuring that people do not dislike a car, rather than appealing to consumers.
The essential reasons for these changes include a strong focus on sustainability through the use of recycled and bio-based materials, digital and connected vehicle experiences tailored to drivers, and a shift toward emotional and experiential design that provokes an emotional reaction beyond just the car's appearance, reflecting current trends and future mobility concepts showcased prominently at events like IAA Mobility 2025.
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