German Car Zone

Sorry for the delay. i hope what you will read now was worth the waiting

As Roberto said, Audi is really on an interesting roll nowadays. They have a clean design language that shows the source of their inspiration more than any other Car design studio. You can clearly see the architectural influence in their interiors and exteriors. I think Audi do look most modern than any other cars on the market right now.
The single frame grill was a great step forward to give their cars an identity they badly needed. The problem is that it get the attention of the beholder too much than needed, so that all Audis look at first sight identical. Audi seem to have realized this at an early stage and tried to reduce that effect by making the single frame grill smaller and smaller with every new model they released. The first model with that new grill was the A8 W12, which has the biggest single frame grill of all Audi models. Then came the A6 with a slightly smaller one and then the A3 Sportsback with a smaller one that the A6’s, followed by the face lifted A4 with the smallest grill. Of course one of the possible theories to interpret this is that the size of the grill is put in a proportional relativity to the size of the vehicle. My interpretation however is that Audi was trying to decrease the amount of attention caught by the new grill design and that by making it smaller and smaller so that the first read of the exterior design fall under the domination of the Single frame grill.

Audi’s singe frame is one of those design elements we see/will see copied by loads of other manufacturers, just like Mercedes’ “New Eyes” and BMW’s “Flame Surface”.

Mentioning BMW’s Flame Surface, I can’t talk about new design direction without stopping at the most influential design language nowadays.
Undoubtedly, BMW’s design language is the most interesting on the market right now. Bangle has –thank god- been very brave and brought more lively and interesting forms and shaped into the industry at a time it really needed to be fostered. IMO this whole Flame Surface thing did not start with the 7-Series, which wasn’t really that special to me, like e.g. the W220 S-class which revolutionized the whole luxury class, including the 7-series. Apart from the rear, the irrespectively so-called Bangle-Butt the car didn’t really have any revolutionary design elements –objectively speaking. Even the rear wasn’t really that original. We’ve already seen a variation of this rear design in the Maybach Concept of 1997 designed by Murat Guenak (I think) with its raised boot lid and outstanding shoulder lines.
For me, the Flame Surface design language was first demonstrated when the Z4 came out. No other BMW could express this direction better that the Z4, till today IMO. The car is just simply amazing and I’m extremely jealous!
The 5er was another good example for the new direction. The modelled hood in Zeppelin style and the dynamic front design emphasize the complexity of the surface design that forms one of the most important characteristics of the Flame Surface design language.

Certainly, BMW’s design language is very dominant and influential. Some people think that since the presentation of the 7er, which was the kick-off of all the discussions and debates about Bangle’s capability, almost all car manufacturers have started to copy BMW’s style and design their cars using Flame Surface technology. These people include respectable design studios with great history of leading the automotive design industry in terms of styling and originality.

Now to be honest, I myself was one of these people. Not with BMW but with MB. I always thought that all design studios copied Mercedes. Now, having grown up and gained some knowledge about car design (viva internet!), I like to talk about derivation and inspiration rather than talking about who copied whom.

As we all know, design is a process, which take years from the initial sketches to the final renderings and 3D models. When you start sketching and collecting ideas for a new design, you take a look around. A good designer doesn’t look at other cars, but at all kinds of objects surrounding him/her to gain impressions and inspirations for shapes and lines that he/she could use, modify or develop further to come out with a new form. This is basically how a designer starts. This first sketches that visualize all the inspiration he collected from his environment is not the end, but the beginning. They start to develop these sketches further. They draw more and more and more. And that is what I mean with derivation here.
There are millions of inspiration sources around us. And if we will or not, as designers you always are a victim of “realistic proportions” such as head room and wheel sizes, which lead the result of all cars having very similar proportions. What I’m trying to say here is that now matter what the source of your inspiration as a designer was, you are forced to come up with a shape that should be practical and realistic. And that also leads to similarities. The final design may look very similar, but that doesn’t necessarily mean that it’s a copy. It can be derivated from very different shapes and lines. There are millions of ways to develop a shape to get to another. I can show you at least 20 different ways of how to develop a normal rear to a “Bangle-Butt”. So final similarity isn’t an evidence of copying. And I’m here not only talking about “copying” BMW, but about this issue in general. The funny thing about that is the designers themselves cannot recognize the similarities at first sight. Why? Because they’ve been there during the whole process of design and now what the sources of inspiration was and what shapes and lines they derivated their final designs from. I’ve read many times comment on my own design saying that they remind them of some other cars. And I think: *** are they talking about? Because I know that I didn’t have the car they mention in mind at all when I started working on this design.

Though that doesn’t mean that there are no copies, but I’m responding to people who mix things up. The Flame Surface is a strong and dominant style no doubt. The best examples for that are some new cars, that were not designed or produced by BMW but are 100%-ly “flame surfaced”. Hint: New Toyota Yaris Sedan.


Now that was longer than the lost comment maybe I’ll get back and comment on Mercedes’ VW’s design languages.
Thanx for youe patience. I wouldn’t be willing to read a comment this long

Thank you, Hussein.

Interesting Hussein...but what about Mercedes? .....do you think they have a clear design direction? .....I think they a struggling just a little bit right now, as you said BMW are leading the auto design world right now.

What a post... Thanks, Hussein, thanks a lot man.

superb post..didnt read it at first..needed some time.. and now i did it..
very good explenation.. and a slap in fanyboy faces..who dont understand design.. and just talk about copy copy and copy...

PS
i would love to read your take on MB´s new design

Nice post Hussein. I agree with you that the Z4 is the ultimate example of flame surfacing. I love it and it is the boldest bimmer out there.

Yesterday I visited (more accidentally than planned) the Zagreb Motor Show (Croatia). And of course my focus was on German cars – especially Audi, BMW & MB. I had a lot of time to examine the design of the cars. Before did the examination I had find BMW design best, followed by Audi, and MB being not interesting – in the last place. Here are my thoughts made upon precise examination:

Audi:
Audi’s exterior design is definitely a step further from the previous one. Current exterior design (interior design is another story) is now definitely worth of premium brand. The single grille and V shaped hood look very modern and bold. The new Q7 shows the best execution of these two features. Overall the Audi design can be described as simple, modern, elegant, low-profile. It’s not as plain as I thought, but it is definitely very simple. Not many special details, simple flowing lines, very tasteful, not risky. It can be easily be said Audi is currently an automotive equivalent for Apple - design wise. Kind a minimalistic. Audi’s exterior design is easy to digest. It’s there – simple & classical beauty, but nothing special. The front parts are the boldest & most interesting views, side profiles are nothing very special, rear design is the weakest point (especially the rear of Q7 – it is even less impressive in person; not fitting to the rest of the car).
Audi’s interior design looks a bit old-fashioned. Dashboard is kind a evolution from 90’s. Even the one in A6, A8 & Q7. Especially the A6 & Q7. Not even mention the A4 & A3. It simply lacks class. Do not get me wrong: the materials, and the fit & finish are superb in Audi cars, but the design is – sorry to say that – dull & unimpressive . It doesn’t match the exterior design’s class. I was disappointed by interior design – especially when compared with MB & BMW.
Overall I can say Audi still lags behind BMW & MB design wise. Exterior one is way better then interior one. The main problem here is the design does not follow the brand core philosophy – while by BMW & MB does. Btw, what is Audi’s core philosophy / value?

Mercedes-Benz:
MB’s exterior design – the new one (SLK, CLS, A, B, S, R, ML, SLR & also facelifted CLK) is a first class design. I call it automotive neo-baroque of 21st century. A lot of curves, details, heavy decorations, but very nice simple flowing. Very sculptured. Even more than BMW. MB’s exterior design is the exaggeration of details & style - a true baroque design. Also there is a diversity of design among different models – which Audi kind a lacks. The best executions of neo-baroque design are definitely the CLS & the new S-class. MB cars have no design weakness – all the exterior parts (front, side & rear) are balanced & consistent in style.
MB’s interior design follows the neo-baroque style of exterior – on even higher level. Even more heavy decorations, over-designed element etc. The CLS and the new S-class interior s looks already a bit kitschy with all the curves, chrome & wood. I definitely would not call the interior design modern. It isn’t. It is kind a retro-classic – in neo-baroque style. It’s very classy, for the people who like a rich design.
Overall the MB design impressed me – it really was a nice positive surprise. It is a very consistent with brand philosophy – screaming luxury & rich design. It’s interesting & rich in details, but not complex. A bit over-styled perhapsed. It’s Audi-antidote. I found MB design very mature. I got the impression they know what they want, what they are doing, and where they are heading.

BMW:
BMW’s exterior design is the most interesting, modern, bold & fresh among the examined designs. The stance is extremely sporty, aggressive & bold, yet very elegant. The lines are very complex, they make your brain working. But when examined closely all the lines makes sense – they are flowing perfectly, but not simply. The new BMW design is very 3D – can not be judged based on car pictures. The creases – which look very prominent in pics – are not as exposed when seen in person. So the cars are not as sculptured as the MB ones. The exterior design screams dynamism, power & aggressiveness – every part of the car: front, side & rear. But I found X3’s front & 1er’s rear the weakest executions. Was very impressed by facelifted 7er & Z4 – especially Z4 Coupe is a true “killer”. The “flame surfacing” is a great tool for creating dynamic design – I can not imagine it on MB cars: it would not fit the MB design philosophy very well.
BMW’s interior design nicely follows the dynamic stance of the exterior. It’s very modern & fresh & complex. Fit & finish & materials are not perfect, but they are good enough. A bit over-designed with details. While MB has classic over-deisgn, BMW has modern over-design. Yet interior design tells clearly you are driving a dynamic & very modern car, yet a luxury & elegant one.
Overall I confirmed my impression of BMW having the best design language. BMW found a perfect design language for the brand. It fits the brand just superbly. It’s dynamic, interesting & fresh. Very complex & a bit over-designed. But definitely not ugly or disjointed.


Conclusion:
In the end I found BMW design being the best, followed by MB, and Audi in the last place. While Audi cars have best fit & finish (in & out), the design is still something they’ll have to work on. It lacks the theme & design philosophy. Design is also not connected with the brand’s image: which is also not well defined yet. They wanted to be modern & minimalistic, but they failed achieve this – at interior design. BMW and MB did their task better. MB are on the right way – I’m seeing their comeback – under condition they improve the reliability of the cars. Design (interior & exterior) is interesting, follows the brand philosophy, and is well executed. It screams luxury and rich style: fitting well to the MB brand. But BMW is currently the leader of the automotive design. Their design language can be too complex for someone, but they can get Audi instead. BMW design fits the brand best: sporty, aggressive, dynamic, fresh, modern. Also the design diversity within the model line is well executed.
So, MB & BMW are on the right way – they know what they stand for, and both targeting different target groups with their design language. While Audi are still searching for their identity – and the design reflects that.
But - regarding the question about the new teutonic design - Audi is still the true representative of classic teutonic design language: function over form. While BMW & MB (and even VW) have already left this boat, and gone to the more interesting boat: form & function.

Btw, I was very impressed by Citroen C6 design & Nissan design in general.

I was last Sunday there and there were too many people, couldn't take some nice photos. It was my mistake to go the 3rd day after the opening, will never do that again!

It doesn't matter what I think, but what I KNOW is that BMW started this whole thing, and the second generation of 'Bangle cars' will make all other cars look old again

I think to even be talking about a new Teutonic design language is really a moot topic. Design today is a global business, German cars are conceived by designers from Italy, Korea, Japan, Yugoslavia, The U.K., the U.S.A., etc... Many have studied at design academies in Italy or the U.S., so there really is a global vision in the world of design, particularly with todays instant access to information and ideas - design is now a universal language - from London, Brasilia, Manama; to Murmansk, Hanoi, and Melbourne.

Bangle's design team are influenced by many other designers working all over the world. I don't think there really is a new Teutonic design language so much as just new global design trends - the designs of the latest BMWs and Mercedes-Benzes are more style-conscious than the clean and functional designs of past models - this all fits with the current global trends...where, in spite of global economic instability, (rising oil prices, terrorism, and an ever looming environmental crisis) consumers, particularly those in the west, seem to be in a kind of self-indulgent overdrive - the "decorative" designs currently favoured reflect this current preoccupation with ostentatiousness and general over-indulgence - this will undoubtedly change if the world's economy goes into free-fall, as some analysts believe it might.