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Purpose-driven design is a development principle: the aim is to design vehicles thoroughly for electric drive. Integrating the battery into the floor of the car increases interior space by 20 to 24 percent. The traditional radiator grille can be done without because electric motors require less cooling. And then there are modern materials and platform concepts that open up new avenues for greater sustainability – both in terms of production and recycling. Last but not least, purpose-driven design allows for consistent integration of software, digital functions, and optimised charging technology.
Some manufacturers are already working with this approach in a targeted manner, while others are slowly inching towards it. In Europe, Volkswagen is leading the way with its ID.-series (ID.3, ID.4, ID. Buzz). It works with the modular MEB platform, which is specifically geared towards e-mobility. Renault is also following this path with the Megane E-Tech and the forthcoming R5 on the CMF-EV platform. With the EX30 and EX90, Volvo is clearly positioning itself as a purpose-driven design manufacturer – nevermind their strong combustion platform.
Tesla continues to dominate in the US: with its 3, Y, S, and X models, the brand is seen as a pioneer of purpose-driven design. Start-ups such as Rivian (R1T, R1S) are focusing on sturdy, adventurous platforms, while Lucid Motors is rethinking the luxury segment with its Lucid Air Purpose design.
This strategy is also being pushed in Asia. Hyundai and Kia are using the specially developed E-GMP platform for models such as the IONIQ 5, IONIQ 6 and EV6 – with 800-volt technology and a flat underbody. BYD is focusing on high efficiency and space-saving with its blade battery and platform integration. Toyota is starting to move into purpose-driven design with the bZ4X, but has remained comparatively conservative so far.
Start-ups such as Canoo (USA) and NIO and Zeekr (China) show how radically purpose-driven design can be implemented: with lounge-like interiors, battery-optimised bodies and platforms designed from the outset for autonomous driving and digital services. This includes entertainment – the quality of the consumer electronics installed in the car is an important purchase consideration in China. After all, what are you supposed to do while your car does all the work in the imminent future of autonomous driving?
Another key feature is battery and range optimisation. In purpose-driven design models, battery packs can be better dimensioned and cooled, which increases range. Since the vehicle does not have to accommodate a combustion engine, both pack density and charging capacity can be optimised.
The interior also benefits enormously. The elimination of drive trains and space-consuming engine components allows for flexible design concepts: a flat floor, sliding seats, more storage space, and a lounge-like layout are popular. Vehicles such as the VW ID. Buzz or the Canoo vans are making full use of these possibilities.
Connectivity and autonomous functions are also taken into account from the outset. Purpose-designed electric cars seamlessly integrate sensor technology, over-the-air updates, and digital assistance systems. Many of these vehicles are already being equipped with autonomous driving capabilities that can be activated later.
Finally, there is the design language that shapes the image of purpose-driven design cars: streamlined bodies with short overhangs, aerodynamically optimised shapes, and futuristic details are characteristic. At the same time, the design often reflects the brand identity – minimalist as in the case of Tesla or expressive as in the case of Lucid Motors.
Where purpose-driven design is headed
The aerodynamics of electric cars are often cited as the deciding factor in efficiency. But even here, experience has shown manufacturers that this is not the whole story. In everyday use, most journeys are made at low speeds and so it turns out that range optimisation through intelligent drive technology and battery management plays the more crucial role.
Tesla was an early example of what purpose-driven design can look like. The Model Y, for example, combines efficiency, economy of space, and an independent design language. VW followed the same strategy with the ID.3 and ID.4, although their market success fell short of expectations. In 2010, mobility pioneer Prof Dr Günther Schuh of RWTH Aachen University, who teaches at the Chair of Production Systems, used purpose-driven design to develop the Streetscooter: an electric van that was a great success. “Unfortunately, the same approach didn’t work for the VW ID.3, which was supposed to be the electric car for everyone,” Schuh recalls.
However, purpose-driven design remains the dominant development approach. New players such as Tesla competitor Rivian and BYD are demonstrating how this can be done successfully: the Rivian R1T enables modular adventure vehicles using purpose-driven design, while BYD is focusing on efficiency and safety with its blade battery.
According to Schuh, however, Chinese manufacturers are far from dominating the European premium market: “I can’t think of a Chinese car that compares to a VW ID.7, BMW i5, or Porsche Taycan. Not to this day.”
Entertainment as a selling point
The pace of innovation among Chinese suppliers is tremendous. “In the medium to long term, purpose-driven designs from China could very well make their way into premium segments,” says industry expert Zhong Shi. Carmakers in the Middle Kingdom are increasingly betting on high-tech entertainment as a strategic differentiator in their attempt to dominate the global e-car market.
BYD, NIO, and Xpeng vehicles come fitted with large-format displays, gaming features, 5G connectivity, and immersive sound systems from the outset. Unlike many European manufacturers, who tend to treat entertainment as an afterthought, China’s developers see it as a central element of the user experience. The seamless integration of software, media and ease of use has long been a selling point in China. Chinese manufacturers also have an advantage in cost control because they produce their own batteries, Shi points out.
European manufacturers are dealing with an entirely different set of challenges. The development of specialised electrical platforms is expensive. New production methods, changing supply chains, and heavy investment in software all drive up costs.
Adding to this the issue of customer acceptance, which remains an obstacle as many buyers prefer a familiar vehicle architecture. There are also infrastructure deficits: charging station availability and garage-density are growing too slowly in many regions. Schuh takes it even further, criticising the one-sided focus on pure battery electric vehicles: “Pure electric vehicles are not the answer. That’s just wrong. What we need are hybrid solutions.” What customers require are electric city cars for the many short distances where the powertrain is not overloaded, and hybrid powertrains which include range extenders for longer journeys, says Schuh.
Purpose-driven design, meanwhile, will continue to evolve. Scalable platforms that can be adapted to different vehicle sizes and types will become the new standard. In a few years’ time, solid-state batteries could enable more compact, lighter batteries – which in turn will allow for more freedom in vehicle design. Purpose-driven design, however, will not gain momentum through radical disruptions, but through quiet, pragmatic evolution – edging ever closer to what customers actually want, and not to the ideals of designers.
