Detroit 2015 Developments

Detroit 2015 – Core Themes

Autonome Style
Autonomous driving could create a completely new style of vehicle.
Mercedes-Benz showed a first impression with this “smart car”. The focus
is on an interactive interior within a minimalistic aerodynamic cocoon with
massive A + C Pillars and printed privacy glass shades. The interior is full
of information and entertainment features with displays covering the whole
IP and on the door panels for the interaction with the environment.

US DNA
VW showed in Detroit the third GTE version to extend its new sporty but
efficient hybrid portfolio. The Cross Coupe represents the new VW Design
DNA for the US market. A powerful aggressive direction, an upright and bold
front, expressive and precise feature lines, expressive wheel arches, dual
LED headlights in combination with the horizontal linear grill. Lower air intake
includes a new dynamic feature for the daytime running lights.

Back on the Ranch

It’s refreshing to see that despite globalisation certain markets refuse to give
up their traditional characteristics. America is still in love with the Pick Up
and the bigger and tougher the better.
The Ram 1500 Rebel, Ford F-150 Raptor, Nissan Titan, Toyota Tacoma and
Tundra TRD (Toyota Racing Development) are characterised by tough and
stylish front ends, sporty overtones and heroic product names.

Ford Performance
is Fords new sporty sub brand – introduced with the new Ford GT as
a super sports iconic car which will be on the market in 2016
(50 years after Ford GT Le Mans victory).
Light weight materials like aluminium and carbon fibre and active
aerodynamics show maybe a further evolution of the successful
European design theme ..... but we would still buy the old one.
Detroit 2015 – Core Themes
Urban Adventure
A compact US pick up interpretation from Hyundai based on various market
research findings. Focussing on customer groups called “Urban Adventurers”
the vehicle could set a new benchmark for sporty urban but versatile Pick
Ups. A dynamic glass to body ratio (KIA Sportage / Range Rover Evoque)
could push the Pick Ups in a more modern direction. The Santacruz is a new
cross between pick up and sedan – shades of El Camino.

Chevrolet Bolt
A compact urban competitor to the BMW i3 but with a much
more conventional design. Compared with the i3 (production
car) the Chevrolet bolt shows a generic exterior design with a
quite spacious and harmonious interior. Like the i3 the overall
proportions give an upright 4 meter van style vehicle with short
overhangs and a huge cabin.

Single Frame 3D
With the new Q7 and the facelift of the Q3 Audi showed the
introduction of the SUV 3D single Frame Evolution. Following
the current trend of connecting lamps and grill we see here
the first production version of a much heavier robust but also
more static grill design.

Elegant Tough
Mercedes-Benz GLE Coupe AMG, the Volvo XC 90 R-Design
and especially the new Audi Q7, all show a movement away
from the traditional macho SUV character and reflect the
influence of more premium refinement and elegance, and then
of course there are the high performance versions from AMG Toyota MTRC 2004
and R-Design – we wait with interest for the Audi Q8.
Core Themes - Autonome Style
Autonomous driving could create a completely new style of vehicle. Mercedes-Benz with the F015 showed a
first impression with this “smart car”. The focus is on an interactive interior within a minimalistic aerodynamic
cocoon with massive A + C Pillars and printed privacy glass shades.

KIA Stinger GT4 concept

Mercedes-Benz F015 concept Dynamic but passive appearance

Active “Pixel Style”lamp-grill fusion Printed Glass Slimline minimal rear lamps with an
“active lighting” lower bumper area
Core Themes - Autonome Style
The focus is on an interactive interior The interior is full of information and entertainment features
with displays covering the whole IP and on the door panels.

KIA Stinger GT4 concept

It is interesting to see how these two ex VW men. xxx

The “discrete” steering wheel moves into the IP Door-Screens with touch technology
while autonomous driving mode.
Core Themes - US DNA
VW showed in Detroit the third GTE version to extend its new sporty but efficient hybrid portfolio. The Cross Coupe represents the
new VW Design DNA for the US market. A powerful aggressive direction, an upright and bold front, expressive and precise feature
lines, expressive wheel arches, dual LED headlights in combination with the horizontal linear grill. Lower air intake includes a new
dynamic feature for of the daytime running lights.

VW Cross Coupe GTE concept:

Core Themes – Back on the Ranch
It’s refreshing to see that despite globalization certain markets refuse to give up their traditional characteristics. America is still in
love with the Pick Up and the bigger and tougher the better. The Ram 1500 Rebel, Ford F-150 Raptor, Nissan Titan, Toyota
Tacoma and Tundra TRD (Toyota Racing Development) are characterised by tough and stylish front ends, sporty overtones and
heroic product names.

Citroen C4 Cactus 2L xx
Airflow concept Renault EOLAB concept

Ford F-150 Raptor Nissan Titan Ram Rebel

Core Themes – Ford Performance
is Fords new sporty sub brand – introduced with the new Ford GT as a super sports iconic car which will be on the market in 2016
(50 years after Ford GT Le Mans victory). Light weight materials like aluminium and carbon fibre and active aerodynamics show
maybe a further evolution of the successful European design theme ..... but we would still buy the old one.

Ford GT

Ford GT 40 Limited Access to the GT design DNA based on a

horizontal line and a few design features ...
Core Themes – Urban Adventure
A compact US pick up interpretation from Hyundai based on various market research findings. Focussing on customer groups
called “Urban Adventurers” the vehicle could set a new benchmark for sporty urban versatile Pick Ups. A dynamic glass to body
ratio (KIA Sportage / Range Rover Evoque) could push the Pick Ups in a more refined direction. The Santacruz is a new cross
between pick up and sedan – shades of “El Camino”.

Toyota C-HR concept Hyundai Santa Cruz concept

Peugeot Quartz concept Chevrolet El Camino with its dynamic momentum

Exterior – Detail View: Fuel Cell Form Language - Toyota Mirai
Pros; + new aerodynamic interpretation, + expressive unique overall style, + interesting light weight roof solution with dynamic roof
line deco, +familiar overall shape (introduced by Prius)
Cons: -- dramatic and oversized air intakes mismatch with the familiar and dynamic form language, -heavy and massive body in
contrast to the small wheels, - unfriendly and aggressive DRG appearance does not fit with the eco-friendly product idea

Toyota Mirai Small wheels and unrefined wheel arch treatment

Huge air intakes for the fuel cell cooling Light weight roof character with dynamic roof line
deco
Alternative Power Train Vehicle Positioning: Image vs. Aesthetic
Detroit showed an extended range of Fuel Cell vehicle design styles. The current aesthetics follows an
economy / efficiency orientated image. Due to the overall market trend toward tough , chic and sporty vehicle characters
we could expect in the future also a performance direction in combination with Fuel cell / Hydrogen aesthetics.
Core Themes – Chevrolet A classe
A compact urban competitor to the BMW i3 but with a much more conventional design. Compared with the i3 (production car) the
Chevrolet bolt shows a generic exterior design with a quite spacious and harmonious interior. Like the i3 the overall proportions
give an upright 4 meter van style vehicle, with short overhangs and a huge cabin.

Chevrolet Bolt concept Toyota C-HR concept

Peugeot Quartz concept

Core Themes – Single Frame 3D
With the new Q7 and the facelift of the Q3 Audi showed the SUV 3D single Frame Evolution. Following the current
trend of connecting lamps and grill we see here the first production version of a much heavier, robust but also more
static grill design.

Audi Q3 facelift New 3D “Single Frame” grill Previous Audi Q3

Audi Q7 Lamp / grill connection Previous Audi Q7

Sidestep – Single Frame 3D / old vs. new
The emphasis has gone from vertical to horizontal, from dynamic to static, from big to brutal.

R-Line with no
side-signature

VW Passat GTE
Audi Q7

VW Passat Blue Motion VW Passat 4 Motion

Previous Audi Q7
Core Themes – Elegant Tough
Mercedes-Benz GLE Coupe AMG, the Volvo XC 90 R-Design and especially the new Audi Q7, all show a movement away from
the traditional macho SUV character and reflect the influence of more premium refinement and elegance, and then of course are
the high performance versions from AMG and R-Design

Mercedes-Benz GLE Coupe

Mercedes-Benz GLE 63 Coupe

Mercedes-Benz GLE AMG Coupe

SUV Dimensional Overview
The SUVs can be positioned in three main directions: Upright, Dynamic and Sporty Corridors

Comment:
The Merc. GLE Coupe shows a
conservative and functional height /
length ratio which helps to provide a
very spacious rear passenger area and
boot – but also a bit upright less
dynamic impression compared with the
BMW X6
Core Themes – Elegant Tough
Mercedes-Benz GLE Coupe AMG, the Volvo XC 90 R-Design and especially the new Audi Q7, all show a movement away from
the traditional macho SUV character and reflect the influence of more premium refinement and elegance, and then of course are
the high performance versions from AMG and R-Design – we wait with interest for the Audi Q8.

Volvo XC 90 R-Design Audi Q7

Exterior – The good the bad and …
This comparison of green performance and high performance vehicles shows the extremes of DRG
Graphics shown in Detroit.

Toyota Mirai” Chevrolet Volt Mercedes-Benz C-Class Plug-In Hybrid

Lexus GS-F Cadillac CTS BMW M6 Coupe

DRG Character Overview - Timeline (~ 50 years)
The new EV / Hybrid vehicles are covering the broad range of different DRG and grill characters
Exterior – Grill Treatment
Grills with added value, slim line minimalist LED lamp technology, increased use of metal and 3D detailing,
integration of lighting ( DRL, illuminated logo).
.

VW Cross Coupe GTE concept: Grill-lamp-fusion, integration

of DRL and LED components Infiniti Q60 concept
Exterior – Grill Treatment
Complex material combinations, increseased use of metal,
bigger grill and air intakes.

Hyundai
Chevrolet Volt
Sonata Hybrid

AMG like lower bumper area and

Lexus GS-F Hyundai Sonata diffuser style
Exterior – Metal garnish
Matt surfaces – high tech appeal, complex surface and material
combinations, expressive contrasts

VW Cross Coupe GTE concept

Exterior – Outlets and Inlets
Functional based decorative features, new locations for deco elements, visual
drama and perceived quality.

Hyundai Santa Cruz concept

Toyota Fuel Cell Sedan Infiniti Q60 concept

Exterior – Wing Mirrors Concept Cars
Mirrors on concept cars continue to show more radical and extravagant ideas than
the production solutions … where do they all go ?

VW Cross Coupe GTE concept

Hyundai Santa Cruz concept

Buick Avenir concept Infiniti Q60 concept

Exterior – Mirrors Production Cars
Light weight and sporty influence, Indicator integration and two tone
colour or material contrast are the current mirror themes.

Acura NSX Chevrolet Volt

Ford GT Lexus GS-F

Exterior – Lower air intake
The lower front air intake and spoiler continue to increase in complexity and individual character
and are becoming an important brand signature element.

Hyundai Santa Cruz concept VW Cross Coupe GTE concept

Honda FCV concept Infiniti Q60 concept

Exterior – Rear Diffuser Treatment
Complex dynamic forms , material contrasts, integrated lamps and exhaust, carbon and metal
look finishes and horizontal emphasis.

Honda FCV concept Mercedes-Benz F015 concept

VW Cross Coupe GTE concept Hyundai Santa Cruz concept

Exterior – Rear Diffuser Treatment
Detroit showed a mix of expressive, aerodynamically efficient and sporty
diffuser solutions.

Infiniti Q60 concept Buick Avenir concept

Chevrolet Bolt concept

Toyota Mirai production
Exterior – Rear Diffuser / Exhaust
Here are two very different ways of resolving the rear diffusor exhaust
outlet problem.

Ford GT Acura NSX

Chevrolet Bolt concept

Exterior – A-Pillar Treatment
Contrasted linear Pillar style by glass roof. Slim-line pillar character

Honda FCV concept Mercedes-Benz F015 concept

VW Cross Coupe GTE concept

Infiniti Q60 concept
Exterior – Roof Treatment
Functional features as deco.

Ford GT production: Hyundai Santa Cruz concept

Carbon fibre air intake Roof fixation sytem

Citroen C1Urban Ride: follows the tough and Like his “brother” (Renaut Twingo) the Smart
chic direction of the Opel Adam Rocks ForFour offers a soft roof top
Exterior – C-Pillar Treatment
These two super sportscars show the increasing trend towards a breakup of the conventional
body form – Floating planes.

Acura NSX Ford GT

Infiniti Q60 concept Toyota C-HR Concept

Exterior – Head Lamps / concept cars
With the lamp unit becoming compacter the vehicles “eyes” are appearing less dominant and
creating a new character.

Mercedes-Benz F015 concept Infiniti Q60 concept Honda FCV concept

VW Cross Coupe GTE concept Chevrolet Bolt concept Hyundai Santa Cruz concept
Exterior – Rear Lamps / concept cars
The use of abstract linear forms within a black background is increasing.

Mercedes-Benz F015 concept Chevrolet Bolt concept Honda FCV concept

VW Cross Coupe GTE concept Infiniti Q60 concept Hyundai Santa Cruz concept
Exterior – Head Lamps / production cars
Complex modular lamp architecture, linear styles of the DRL

Audi Q7 Mercedes-Benz GLE Coupe Ford GT

Chevrolet Volt Lexus GS-F Volvo XC90 R-Design

Ford GT head lamp
Linear daylight running lamps surrounding the LED
Light units create a dramatic visual contrast.
Exterior – Rear Lamps / production cars
Linear themes dominate often within complex organic forms.

Audi Q7 Mercedes-Benz GLE Coupe Ford GT

Chevrolet Volt Hyundai Sonata Acura NSX

Plug-In Hybrid
Exterior – EV / Hybrid vs. Standard Wheels
From innovative to medieval

Mercedes-Benz F015 concept Honda FCV concept Hyundai Sonata Plug-In Hybrid

Hyundai Santa Cruz concept Infiniti Q60 concept Buick Avenir concept
Exterior – Wheels / production cars / Sports
Minimum wheel maximum brake …. Calliper design is coming !

Lexus GS-F Volvo XC90 R-Design Ford GT

Mercedes-Benz GLE 63 AMG Coupe Cadillac CTS Acura NSX

Exterior – Wheels EV - Hybrid
Various styles with sporty, classic and aerodynamic influences.

Toyota Mirai Mercedes-Benz C-Class

VW Cross Coupe GTE concept
Plug-In Hybrid

Chevrolet Volt Mercedes Benz Formula1 - 2014 Chevrolet Bolt concept:

transparent aerodynamic covers
Exterior– Body Side Character
Here we see four interpretations of the lower bodyside /sill development which are bringing more
form, function and visual drama into the vehicle sideview.

Hyundai Santa Cruz concept Buick Avenir concept

VW Cross Coupe GTE concept Infiniti Q60 concept

Exterior– Wheel Arch Embelishment
The wheel opening is now emerging as a new creative area for visual entertainement.

VW Cross Coupe GTE concept

Nissan Titan
Peugeot
Hyundai Quartz concept
Santa Cruz concept production
Interior Seats / concept cars
MB shows its interpretation of the autonomous vehicle interior. The seats are the obvious design
focus for this new type of driving experience. Comfort , safety and premium elegance is packaged
into a slimline minimalistic seat design.

Mercedes-Benz F015 concept Light weight construction Seat belt detail

Sidestep – Autonomous Vehicles and CAR SHARING
The autonomous vehicle could attract new customer groups who are
unwilling or unable to drive.

CAR SHARING

Future Potential
• Autonomous car
• New vehicle types
EV / Light weight

Mercedes-Benz F015 concept

Findings / Ideas
Car sharing would be more attractive if the
vehicle could pick up the client autonomously.
• no special pick up station must be used.
• also passengers with no driving licence or
“car rejecting people” could be “transported“.
• older people and kids would be car sharing
passengers in Autonomous Vehicles.
• It would be the new link between individual
mobility and mass transportation.
Interior Seats / concept cars
MB shows its interpretation of the autonomous vehicle interior. The seats are the obvious design
focus for this new type of driving experience. Comfort , safety and premium elegance is packaged
into a slimline minimalistic seat design.

Mercedes-Benz F015 concept Light weight construction Seat belt detail

Interior Seats / concept cars
The Bolt seats also follow the lightweight seat shell trend with an original cushion split
and a contrasting material and colour break up.

Metallic fabric optic

Chevrolet Bolt concept Polished metal seat frame Light weight headrest:
Interior Seats / concept cars
Buick and Honda showed relatively conventional seat concepts with some interesting
stitching and decorative details.

Honda FCV concept:

Headrest deco

Buick Avenir concept Buick Avenir concept : Headrest Buick Avenir concept:
deco and seat pattern Similar pattern in the head lamp
Interior – Doors / concept cars
Strong material and colour contrasts , large 3d deco elements , ambient lighting ,
innovative material choice.

Buick Avenir concept Illuminaton and wooden surface

VW Cross Coupe GTE concept Honda FCV concept:

Interior – Steering Wheels / concept cars
The graphic break up of many steering wheels was emphasised with metallic
or colour contrasts.

Printed metal surface

Mercedes-Benz F015 concept

Chevrolet
VW Cross Coupe GTE concept Bolt concept
Interior Steering Wheels / concept cars
The Mercedes-Benz autonomous vehicle offers an interior with a lounge atmosphere. The
steering wheel can be stored in a space efficient position for the autonomous mode.

Mercedes-Benz F015 concept: Steering wheel Steering wheel and seat in self driving position
and seat in autonomous driving position
Interior – IP
Two tone contrast, conventional architecture, integrated touch technology, contrasting
natural and technical materials.

Buick Avenir concept VW Cross Coupe GTE concept

Honda FCV concept Chevrolet Bolt concept

Interior – Instruments / HMI Production Cars
Full width displays, central displays, or analogue graphics in a digital
environment.

Mercedes-Benz F015 concept Honda FCV concept

VW Cross Coupe GTE concept Buick Avenir concept

Interior – HMI / Centre Console
Increase in display size, integrated or free standing, integrated metallic elements.

Buick Avenir concept VW Cross Coupe GTE concept

Honda FCV concept Chevrolet Bolt concept

Interior – HMI / Centre Console – Toyota Mirai
The very expressive and unique form language of the interior echoes the unique
forms of the exterior.

Buick Avenir concept VW Cross Coupe GTE concept

Toyota Mirai
Interior – HMI / VW Cross Coupe GTE concept
VW showed how it follows the trend towards more touch and gesture controls

VW Cross Coupe GTE concept: mirror

adjustment – touch pad like control Renault Espace
Audi A3 - MMI Controller with touch function

Luxury inspired
pattern

VW Cross Coupe GTE concept: VW Cross Coupe GTE concept:

middle console rear seat climate controle touch technology for the entire centre console
Interior Centre Console
Toyota and Honda are choosing two different strategies for their Hydrogen vehicles: Honda shows a standard
modern mainstream tablet style, Toyota is using dynamic shapes in contrast with the overall IP architecture.

Toyota Mirai production Honda FCV concept

Buick Avenir concept VW Cross

Coupe GTE concept
Interior Centre Console / concept cars
Detail view: Buick Avenir concept shows a complex classic interior architecture with a floating / light weight
influenced middle console

Peugeot Quartz concept

Buick Avenir concept Infiniti Q80 Inspiration concept

Interior – Unexpected ….
Dimensions of deco elements are increasing , colour or material contrasts becoming more extreme,
more 3d architecture and form complexity

Buick Avenir concept: IP deco surface Buick Avenir concept: Rolls Royce: intricate arabesque pattern
door deco
as inlay in burl walnut veneer
complex material combination

Honda FCV concept: huge wooden IP deco element is Rolls Royce: cross banding of 3 different
floating as a central beam on top of the IP wood veneers, with inlaid box wood strip
Interior – Unexpected …. use of Wood
Here are some interesting ways of creating a subtle material split.

Mercedes-Benz F015 concept

Door panel
Interior – Use of Wood
The US mainstream manufacturers are inceasing their use of wood in the interiors.

Buick Avenir concept: Nissan Titan: door panel detail

open surface wooden door deco

Hyundai Sonata Hybrid: Audi A6

US harmonious mainstream Nissan Titan: Steering wheel rim
Interior – Use of Metal
The extended use of metal garnishh in the interior is establishing a new standard for
seats headlining and doors.

Buick Avenir concept: seat detail Buick Avenir concept: ceiling metal deco

VW Cross Coupe GTE concept: metal surface mix Mercedes-Benz F015 concept: side of the seat
Interior – Unexpected …. use of Metal
Another example of how printing and applied foils can give components a new sophistication.

Mercedes-Benz F015 concept Mercedes-Benz F015 concept

Interior – Fabrics
Increasing complexity of seats: 3D surfacing (embossed), expressive
material combinations and stitching, branding

Ford F-150 Raptor:

Nissan Titan seat cover Alcantara leather combination

Ram Rebel : Ford F-150 Raptor:

VW Beetle
Opel Corsa:Dune concept:
Stylish seat detail
orientation
embossed seat cover Seat Pattern
Roof detail
Interior – Use of Leather
The perforation or pattern of the seat leather is now being adjusted according to
the position on the seat

Mercedes-Benz F015 concept Mercedes-Benz F015 concept: morphing pattern to

highlight different comfort zones of the seat.

VW Cross Coupe GTE concept: morphing

pattern due to the curved shape of the seat Toyota Mirai production
Interior – Gear Shift
Compared to the European brand the Japanese and US brands are showing a reduced
level of refinement and level of design execution.

Buick Avenir concept Chevrolet Volt production

Volvo XC 90 standard gear shift

Chevrolet Bolt concept Acura NSX production
 Detroit Atmosphere...
2015

Both Worlds …
The new situation with fuel
prices seems to encourage
the Americans to go back
to the pick ups and
powerful sport cars they
have always loved.
In contrast Mercedes-Benz
showed their vision of an
environmentally friendly,
fuel efficient autonomous
car.
How long will it take for
these two worlds to meet ?

Thank You ….
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