Porsche Design Boss Says Chinese EV Startups Forcing German Brands To Improve Their Styling

Porsche Design Boss Michael Mauer says Chinese EV startups forcing German brands to improve their styling. 

“These startups, with no heritage, they can do things completely different”, head of design at VW and Porsche Group told Bloomberg. 

On how to cut losses, attract more Chinese buyers, he said German automakers needs to improve both aesthetics and in-car features.

Chinese Electric Vehicle (EV) automakers are becoming more powerful and popular in both home and German markets, thanks to their aesthetics, among other good qualities, that has entice more buyers across the world.

Speaking with Bloomberg, Michael Mauer, the head of design at the Volkswagen Group and the Porsche brand, told Bloomberg that “these startups, with no heritage, they can do things completely different.”

“I consider it a positive thing actually, as a designer, because that makes the decision-makers — i.e., the management board — more open-minded.”

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Mauer told Bloomberg that new competitors led by EV brands from China are making managers and designers in Germany more receptive to risky vehicle concepts.

On how to cut losses and attract more Chinese buyers, Mauer said that German automakers needs to improve both aesthetics and in-car features.

“The success that Volkswagen brand had in the volume segment was, in my opinion, due to the fact that there was a strong focus on design and design quality,” Mauer said.

“Design is certainly not the biggest issue in the company, but it’s an area where I can still achieve a lot with relatively modest resources.”

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