Luxury Car Design Language: A Modern Controversy

Save for the die-hard enthusiasts out there, every car buyer is shopping for a luxury car. Features that used to be considered lavish amenities are now standard in most cars, and it's those features buyers can't live without. So what does that mean for those well-established luxury brands now that comfort and convenience are being offered at a much lower cost of entry?

This shift in feature availability has been happening for some time now, as is the result of the exponential growth of technology, so what then can be used to set those luxury brands apart from the rest of the industry's marques? Not too long ago this would have been as simple as cylinder count. What's more luxurious than a V12 tucked under the hood of an S-Class? Or maybe you'd opt for the V8-powered LS 460. Bigger engines meant bigger pockets, and while that still holds true its undeniable that the world is moving on from that way of thinking, and that leaves little left to distinguish luxury by way of looking under the hood.

The theater of war in the auto industry today is within the realm of design language. A seemingly simple concept, given its permanent importance in the auto industry, but one that is also extremely delicate and often times misunderstood.

The Speeding Egg

It's difficult to make an EV look good; difficult, but not impossible. Hyundai/Kia have done a wonderful job with the EV6 and the Ioniq siblings. The Rivian truck is a utilitarian's dream. The Lucid Air is perfectly understated and mature. Teslas look like fish, but they're cool-looking fish. So if these manufacturers can do what they've done, then why do the Mercedes EQ class vehicles look like eggs?

Don't get me wrong, I actually think the EQS looks great. From the ground up it oozes sci-fi cool with top-tier luxury to match. The inside is spacious and bright and the tech at your fingertips makes you feel like the captain of an interstellar scouting ship. Not to mention the ride is probably the closest we'll get to a hover-car right now. It's all intentional because what Mercedes did was lean into the stereotypical idea of what a futuristic car looks like. They removed harsh lines and sharp angles, instead emphasizing smooth, transitioning curves and subtle applications of next-century style.

Do I think the EQ class vehicles are the best-looking EVs out there? No, but I do believe that the intent of the EQ design is the most exciting. It's not entirely unique, though, and that's something that I want for you to keep in mind going forward.

The world is (reluctantly) shifting to Electric Vehicles, and EVs are characterized by designs that reduce drag; i.e., bulbous, smooth, and conservative exterior design. With that said, I believe that fact is what is influencing some more controversial design choices from some of the world's biggest manufacturers.

Mayhem in Munich

For those that don't know, BMW has been getting some major flak online for every new vehicle they've released or announced over the past year. It started with the enlargement of the signature kidney grill, with the latest perceived tragedy being the suspicious similarity between the i5 and the new Accord. Somewhere in there also lies the redesign of the 7-series and the announcement of the XM Label Red that have people wondering just what might be in the water over there at the BMW campus.

A preliminary glance at BMW's lineup might have you confused or scared or a combination of the two, there just doesn't seem to be any cohesion. But upon further observation, and a little critical thinking, you begin to see what they're trying to accomplish with their designs.

Mercedes-Benz is moving toward a design ethos that is described by the words "futuristic" and "luxurious." Audi is maintaining a more mature and conservative approach to design, as is something they've always done. Contrary to both, BMW is shifting their brand image to be more diverse across their lineup. Each series' design caters to a different demographic depending on the buyer's purpose for purchasing that particular vehicle. The lower series X cars are the epitome of efficiency and practicality. Their flagship vehicles like the 7 series are exercises in excess for those with deep pockets and a penchant for next-gen tech. The M cars, as they always have been, are for the die-hard enthusiasts who prefer speed and handling over comfort. So while BMW's design language may seem incohesive it actually allows them to break into as many markets and demographics as possible while maintaining their own distinctive brand.

Yes, you can get the same amenities in a Honda that you can in a 3 series, that's the nature of the automotive world right now, but BMW wants people to know that they have a car for every identity that allows the excitement and refinement that comes from the heritage of the brand.

I wish I could say Audi and Mercedes does the same, but they don't. By getting rid of many of their more economical offerings, Mercedes has started to shift their brand to high-end luxury. Audi's cars are all kind of the same formula (which, don't get me wrong, is a very good formula) that focuses on maturity and simplicity. In a world where the driver's seat of any car from any manufacturer is virtually the same BMW has decided to diversify they offerings in a fresh and unique way.

The Finish Line

Today, it is difficult to justify the purchase of a vehicle from a traditional "luxury" brand because everyone else is offering the same creature comforts as the competition. Economy cars come with crisp infotainment systems, heated seats, and upgraded driver safety tech and for the frugal among us that is a fantastic thing. Luxury brands like BMW, Volvo, etc., have to find a new way to differentiate themselves as well as justify their premiums to the consumer. We are now seeing that come from experiments in design language (BMW) and manufacturing practices (Volvo's emphasis on sustainability) that cater to the emotional side of the customer. That tactic is fundamental to successful marketing, and in the auto industry it makes for some truly remarkable and interesting advances technology. Will that change my own personal decision to never buy another brand new car? Probably not, but it sure is fun to watch.