We recently spoke with the President and CEO of Brembo North America, Dan Sandberg, at the 2019 SEMA Show in Las Vegas. Among the topics of discussion was Brembo’s new podcast, Brembo Red, which recently hosted GM design chief Michael Simcoe. While on the show, Simcoe shared his opinion on the design of electric vehicles.
“In your philosophy, does an EV look different than the cars we’re driving now?” asked Sandberg.
“The biggest thing we’ve found is that the packaging – the way the architecture is put together – is quite different,” Simcoe replied. “Clearly, you have some things that you don’t have in an ICE vehicle, but you replace them with a very large battery.”
That’s the technical side of the equation. But what does the GM design chief think of the actual design?
The rise of electric cars results in “different proportions, but we don’t believe customers are really looking for vehicles that scream ‘I’m electric’ and therefore have a different appearance,” Simcoe stated. “Most of our customers tell us that we’ll buy an electric vehicle is if does everything that my gas-powered vehicle does, including in some ways the appearance,” he added.
Currently, The General’s only electric vehicle sold in North America is the Bolt EV. Though the Bolt looks like a “normal” vehicle, we’re not sure anyone would describe it as being overwhelmingly attractive. Meanwhile, GM’s most recent electric car – the Chevrolet Menlo EV for the Chinese market – is a bit more attractive. But, like the Bolt EV, it isn’t necessarily a looker. In that regard, GM design has its work cut out for it as it relates to future GM electric offerings, which will be vital as the automaker plans to launch at least 20 new electric vehicles by 2023.
The pressure on standout design of EVs is even more critical when considering that GM’s cross-town rival, the Ford Motor Company, just announced the Mustang Mach-E – a fully-electric crossover inspired by the Ford Mustang. Despite the use of the Mustang name causing all sorts of commotion among (some) purists, the new vehicle is quite attractive and seems to deliver a product many are interested in.
It’s worth noting that Simcoe also discussed various other intriguing topics during his time on the Brembo Red podcast, including his belief that the industry will eventually shift back to sedans, that larger wheels are in the future, and the intricacies of designing good-looking utility vehicles. The full podcast is available here.
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The 2% of the market buying the odd ball EV cars may like weird.
But an EV if made to look good and stylish at an affordable price I bet the Percentage of EV models would jump significantly.
There are more normal people wanting a nice looking vehicles than the few freak show.
This even applies to ICE models. Example the Nissan Cube.
I know the current Prius is a hybrid. But, man, is that not a science project gone wrong? Trying way too hard. Every time I see one, I have to bury my head in a toilet and dry-heave!
So, yeah. Good and tasteful design will ( hopefully) be around for a while longer. No matter what pushes it along.
Build me an EV version with a GMC Denali grill, AWD, 5500 lb of towing, and interior made out of Velour & Silver. I'm willing to pay up to 55K for it.
Anyone who has seen my posts from any of the previous articles that I've replied to or voiced my opinion on knows my distain for just about anything that is not a V8 powered rear wheel drive muscle car. However, I will say this. GM just recently debuted the Chevrolet E-10 concept with that V-shaped electric powerplant. Chevrolet also has the E-COPO camaro which proves that Electric vehicles can be performance vehicles. Ford just put out that electric mustang with 1000lb-ft of torque with a manual transmission (kind of pointless but the fun/cool factor is there). What I would say is this. Keep the ICE vehicles around and let people who enjoy them, have them. What would entice a lot more people would be to make electric car have a bit more of a natural feel to them. give it the feeling of shifting gears (electric motors can have multiple speeds), give it a performance sound, all of the things that a natural car has. sure it's not as beautiful as the sound of an American V8 with headers and performance mufflers, but something that will trigger that emotional stimulation. As far as the appearance goes, no a lot of us hate the look of electric vehicles because they instantly portray that neutered domesticated vibe that a lot of people shun. The SEMA electric mustang and COPO Camaro look masculine. They still speak to the rebel soul even though they don't sound like what we're used to. The idea of letting go of the things that make us happy and moving into a bland cookie cutter future where everything is all the same and we become locked into conformity is why a lot of people don't like the idea of the electric future. It needs to make some kind of sound, it needs to scream performance and have a soul that we can connect to.