Filed under: Euro, Volkswagen
More details on VW's design renaissance
It seems Volkswagen has breathed a collective "Oops!", and is now working to turn its design ship around. VW was known for neat, differentiated designs with great interior details. While this stayed true in some parts of the world, in the U.S., Volkswagen design turned into chrome shield grilles fronting identical bodies in various sizes.
When Martin Winterkorn was lured back from academia, "he looked at Volkswagen's upcoming designs and binned the lot." Audi's design chief was brought in. VW started over on the Golf, which will be coming out later this year. The Polo redesign was taken up again from scratch. The Up! "was not fully thought through as a concept," and is getting a workover.
VW's new language is said to be about "simplicity," "a confident identity," "crisply-detailed functionality," and cars that aren't "over-designed." The chrome shield is gone (thank goodness) and headlights that wrap around to the front wheel arches have also been sent packing, "because that's not what a headlight is for." Stay tuned for more horizontals, as seen on the Scirocco -- and here (so much for no more chrome) -- and hopefully a slew of compelling shapes.
[Source: Evo]
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Reader Comments (Page 1 of 2)
xboxlivemonkey 8:16AM (7/23/2008)
finnaly a good looking v.w iv been noticing v.w more lately even though i never really liked them ,they remind me of an automobile version of apple . then again mazda isnt that easy for most consumers
i guess mazda and bmw might have a new friend on my fav car brand list :)
hope not lol
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mj 8:24AM (7/23/2008)
When C&D rated a rabbit (golf) high on 'gotta have it' all I could think was, the shape is twenty years old and it's so unpopular they changed the name!
So, yeah, about time they tried a fresh approach. Although boring worked fine for the Japanese and Koreans so what do I know?
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P.V. 10:00AM (7/23/2008)
The Golf has always been the Golf in Europe. Only the 1st and 5th (current) generations of the Golf have been called the Rabbit in the US (not sure about Canada, Mexico).
Jay 8:24AM (7/23/2008)
I didn't think their designs were that bad, I can understand the loss of chrome, but I like their more "aggressive" styling.
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AntBee 8:57AM (7/23/2008)
I'd like them to cut back on their prices as well as all that chrome. I say good riddance to that chrome grill or fancy cowcatcher is what it looks like.
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Jason 9:00AM (7/23/2008)
In the day and age of fake side vents and acres of chrome on any vehicle, I am glad to hear this. A simple, functional, and understated design with a 'to the point' attitude would be refreshing among the three bar chrome grills, wonky plastic c-pillars, L-shaped headlights, weird floating grills, and ugly bangle butts. Sometimes less is more.
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B-NOIT 10:56AM (7/23/2008)
Couldn't have said it better myself.
Zane 9:04AM (7/23/2008)
To any VW official reading this blog - bring the Scirocco over to the U.S. and all design blunders shall be forgiven.
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Matt 12:22PM (7/23/2008)
Agreed! The Scirocco is one of the best looking cars I've seen in its class, ever! I'd buy one in a heartbeat if it were available on American shores.
kdf 9:39AM (7/23/2008)
just to clarify, the concept r linked to in the article is NOT the forthcoming lotus elise fighter rumored to be coming out at the LA auto show.
About volkswagen's design Renaissance, I think it's about time. I'd love to see more clean lines and shapes more in pine with the Mk. IVs.
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cirquo 9:41AM (7/23/2008)
The big grille is not that bad, actually thought of VW as more upmarket with the large grille and larger size Passat. I have to wait to see on the new styling before making a comment. Sometimes the car 'enthusiast' is immune to the everyday car styling tastes of the public.
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Matt B 9:42AM (7/23/2008)
Awesome. I can't stand the look of the post 2005 VWs. They all look the same as each other, and they all look the same as the rest of the crap out there. Before 05, when you saw a Jetta, or Passat, you knew that it was a VW car. Now, you can't tell them apart from Honda's, Toyota's, or any others.
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Silver 9:44AM (7/23/2008)
How many of us screamed for years that VW was making a HUGE mistake trying to go "upmarket?"
Glad to see they've finally realized the error of their ways and are trying to correct the situation.
VW: you're welcome.
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P.V. 9:58AM (7/23/2008)
Their current design theme seems simple enough. Oh well, they need to start on a new design theme for their next generation of cars.
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Jason 10:28AM (7/23/2008)
They should have "binned" that abomination called the Scirocco while they were at it. VW's designs were consistent yet innovative up until the current versions of the Golf/Jetta and Passat were revealed. If they could only go back about a decade and then continue where they left off, then they might be able to right their course.
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CORVETTE ZR1 10:48AM (7/23/2008)
VW's are Girl Cars why do we need another Girl car ?
it's not that i hate VW it's that i would never drive one cause as i said there Girl Cars.
P.s. im not a Fanboy i just pick the best and go with it. the only Automaker i Hate is Ford. BTW... im not a Troll so don't say it.
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Chase 12:40PM (7/23/2008)
And Corvettes are for short people with extra small packages. Stop trolling, idiot.
jgp 10:53AM (7/23/2008)
Thank you, VW.
I loved the Jetta Mk. IV and B5 Passat. The Jetta Mk. V is just ugly, and the new Passat, while not bad, doesn't look as good as the B5.
Nice to see VW is getting back on track.
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ML 10:57AM (7/23/2008)
So wait a minute, your article isn't clear. Is the Scirocco part of the new design direction, or is it the 'look' that's being canned?
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rigi 12:27PM (7/23/2008)
Good news.
I too have been a fan of the B5 Passat since I first saw one and consider it the best looking VW since mkII Golf. Both of those design have simplicity and confidence in the power of the shape.
The current generation are not exactly ugly, but mostly they lack character. The GTI is the star of the lineup, for that the Golf's shape works. Go upmarket to R32 and it's all chromed up and confused. Of the sedans Jetta is the better looking and it's no wonder. The Passat is a big car designed like a small car and compared to the B5 it just looks like it grew out of it's suit and borrowed some accesories from a Japanese neighbor.
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