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Headline: IAA Mobility 2025 Showcases New Design Trends and Philosophies in the Automotive Industry
The International Motor Show (IAA) Mobility 2025 recently concluded, showcasing an array of world premieres and concept reveals from automotive brands around the globe. The event served as a platform for brands to showcase their new design languages and philosophies, with a particular focus on asserting brand specificity in the Western market.
In the European market, there is an increasing recognition that there is an opportunity, an expectation, and a need to assert some greater level of brand specificity. This was evident in the designs presented by German manufacturers, who sought to increase perceived value by their design choices.
Volkswagen (VW) focused on a small car offensive at the event, keeping the essence of the Polo and Polo GTI models in their electric versions. The South Korean automotive industry, on the other hand, has emphasized sleek, modern designs that focus on aerodynamics, sustainability, and smart technology integration. This focus has led to advancements in electric and hybrid vehicle technology and global competitiveness for brands like Hyundai and Kia.
The increasing number of Chinese brands at IAA Mobility 2025 was also noticeable. However, many Chinese brands may lack distinction for entry into the European market, as their design philosophies may not be as distinct as their Western counterparts.
Hyundai, for instance, took inspiration from its heritage when creating the Concept Three, a compact EV from its Ioniq sub-brand. The design language for the Concept Three emphasizes simplicity, purity, and ease of understanding. In contrast, Kia is more consistent in its design offer, while Hyundai is more divergent.
Audi showcased the Concept C, a two-seater electric hardtop convertible, at the event, demonstrating its new design philosophy. The company's chief creative officer, Massimo Frascella, stated that the company looked at its heritage to understand its DNA and move forward with design.
BMW presented the Neue Klasse platform at the event, with the new BMW iX3's design conveying a deliberate reference to the brand's transformation in the 1960s. Mercedes-Benz also introduced a new grille element at the event.
In the Chinese market, design is more likely to ensure that people do not create something that people do not want, rather than appealing to consumers. The design in the Chinese market aims to provide a decent-looking car that is akin to other cars of the same type and is subtly different.
The South Korean automotive industry, despite its focus on Korean brands, does not necessarily have Korean nationals leading its design leadership and design teams. Both Hyundai and Kia see Europe as a major market, alongside China, and have an international orientation.
As the automotive industry continues to evolve, it will be interesting to see how these design trends and philosophies develop and influence the future of the industry.
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