The automotive industry is rapidly changing due to emerging technologies like electrification, autonomy, and connectivity. But, despite government support and growing economies of scale, these technologies remain rather expensive to develop and commercialise. Not only that, battery electric vehicles have low entry barriers, making the car business a lot more difficult, even for luxury manufacturers.
In fact, some vehicles from American and Chinese upstarts, such as the Tesla Model 3 and the NIO ET7, perfectly embody the sleek, minimalistic styling that buyers expect from high-tech luxury these days . And these firms have won plenty of plaudits for their work, too. The Model 3 was Automobile magazine’sWhile these entrants typically differentiate themselves via innovation or software, they understand the value of design in getting consumer attention and visibility. “Design is not an expense.
Incidentally, Tesla’s rival Lexus too had a similar idea in mind when it came up with the “Spindle Grille” over a decade ago. The conspicuous front fascia of the company’s cars alienated many customers, however, Toyota was eager to give its luxury marque a stronger personality after years of being criticised for “bland” design.Such a strategy may not always work, but Lexus didn’t make design its core proposition anyway. Instead, that has usually been quality and durability.
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