Movements in Mobility.
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Tracking Notable Moments in Mobility.
We live in an era of unprecedented innovation and transformation in the mobility sector. Movement highlights key developments in the field, drawing on designbivouac’s three decades of expertise in mobility.
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Cadillac Optiq: Smaller-Size, Big Luxury
As Cadillac pushes deeper into the electric era, the 2025 Optiq signals a key moment: the brand’s first compact luxury EV SUV. Positioned below the larger Lyriq, the Optiq is designed for urbanites and small families seeking premium technology, sustainable materials, and electric performance without compromising practicality. Here is a round-up of expert opinions from top auto reviewers presenting a comprehensive picture of what this vehicle has to offer.
As Cadillac pushes deeper into the electric era, the 2025 Optiq signals a key moment: the brand’s first compact luxury EV SUV. Positioned below the larger Lyriq, the Optiq is designed for urbanites and small families seeking premium technology, sustainable materials, and electric performance without compromising practicality. Here is a round-up of expert opinions from top auto reviewers presenting a comprehensive picture of what this vehicle offers.
The Optiq continues to leverage the new design language for Cadillac but in a smaller, more urban-friendly form factor.
Performance & Efficiency
The Cadillac Optiq has dual-motor all-wheel drive, pumping out 300 horsepower and 354 lb-ft of torque. According to MotorTrend and Car and Driver, this translates into a quick and smooth driving experience, with 0–60 mph estimates around 4.5 seconds—impressive for its class.
Range is also a key highlight. Cadillac estimates 302 miles of driving on a full charge, and early testers have confirmed that this is realistic in mixed driving conditions. Thanks to DC fast charger compatibility, rapid charging capability allows you to go from 20% to 80% in approximately 30 minutes.
In efficiency testing, Tom’s Guide found the Optiq delivering 3.2 miles per kWh, putting it slightly ahead of rivals like the Volvo EX40 Recharge and even outperforming the brand’s own Lyriq in real-world conditions. So for the eco-conscious driver, it’s not just stylish—it’s practical.
Interior, Comfort & Tech
One of Optiq’s boldest features is its 33-inch curved LED display, which boasts 9K resolution and spans the dashboard's width. It houses the digital instrument cluster and infotainment controls within a seamless interface. Reviewers like Kelley Blue Book and AutoGuide praised its crisp visuals and sleek design. However, some noted that the lack of Apple CarPlay and Android Auto could be a sore spot for mobile users, even with Google's built-in software offering similar capabilities.
Despite its positioning at a more attainable price point in the Cadillac electric vehicle lineup, the Optiq’s interior presents refined ergonomics, materials, and ambiance.
The sport package is available with striking blue aluminum finishing treatments and ambient lighting.
Optiq balances its smaller form factor and interior space for passengers and cargo.
On the comfort front, Cadillac took a sustainable and stylish approach. The cabin is filled with recycled materials, such as PaperWood veneer, made from tulip wood and recycled newspaper, and natural fabric upholstery that feels both luxurious and environmentally friendly.
MotorTrend highlighted the modern influences of mid-century interior design. Expect unique geometric stitching patterns inspired by Piet Mondrian, customizable ambient lighting, and thoughtfully designed cabin storage.
Seating is supportive and spacious for a compact SUV. Both rows have ample headroom and legroom, and a flat rear floor comforts middle-seat passengers.
Safety & Driver Assistance
Across all trims, Cadillac has included a robust suite of safety features:
Automated emergency braking with pedestrian detection
Lane-keeping assist with departure warnings
Adaptive cruise control
Blind-spot monitoring
Rear cross-traffic alert
What stands out is the inclusion of the Super Cruise, Cadillac’s hands-free highway driving system. Reviewers from Edmunds and Car and Driver noted that it works seamlessly on pre-mapped highways, making long drives less fatiguing and adding a touch of autonomous driving to the experience.
Driving Experience
While not a sporty SUV in the vein of something like the BMW iX3, the Optiq emphasizes comfort and refinement. Testers noted that it drives with a quiet composure, soaking up road imperfections and remaining planted in corners.
Top Gear states that the steering is light but responsive, and the regenerative braking system is well-tuned. While it doesn’t offer the “thrill factor” of a true performance SUV, it delivers a smooth, balanced, and relaxed ride, making it perfect for daily commuting and weekend getaways.
Trims, Pricing & Value
The 2025 Optiq is available in two primary trims:
Luxury – Starting at $52,895
Sport – Starting at $53,495
Both come generously equipped with:
All-wheel-drive
Super Cruise
The 33-inch 9K display
Heated front seats
Panoramic glass roof
19-inch wheels (with optional 20s on the Sport)
Final Verdict
So what’s the verdict on the Cadillac Optiq? Value-wise, the Optiq undercuts some of its luxury EV rivals, such as the Audi Q4 e-tron and the BMW iX1, while offering more standard tech and unique styling elements.
According to most reviewers:
Stylish, modern design
High-tech, sustainable interior
Strong performance for daily use
Great range and fast charging
Impressive safety and driver-assistance tech
But also:
No Apple CarPlay/Android Auto might be a turnoff
Not aimed at enthusiasts seeking sporty handling (at least until the V model comes out)
Suppose you’re in the market for a luxury EV under $55K that doesn’t sacrifice aesthetics, sustainability, or innovative features. In that case, the Optiq is shaping up to be one of the best-rounded options. Cadillac’s future is electric—and if the Optiq is any sign, it will be a sleek and comfortable ride.
Images: General Motors
A Chart Busting Tune: Cadillac Applies the V Treatment to the Lyric for 2026
Cadillac’s notable first entry in the luxury electric vehicle market will be singing a new tune in the Spring of 2025. Launching as a 2026 model, Cadillac is making waves in the electric vehicle (EV) market with its latest offering: the Lyric V Series. This stunning crossover embodies the brand's commitment to luxury and performance and marks a significant step forward in Cadillac’s electrification strategy.
Cadillac’s notable first entry in the luxury electric vehicle market will be singing a new tune in the Spring of 2025. Launching as a 2026 model, Cadillac is making waves in the electric vehicle (EV) market with its latest offering: the Lyric V Series. This stunning crossover embodies the brand's commitment to luxury and performance and marks a significant step forward in Cadillac’s electrification strategy.
Design and Luxury
The Lyric V Series features a sleek, aerodynamic silhouette that exudes modern elegance. Its bold front grille, sharp lines, and LED lighting make a striking first impression. Inside, the cabin is a masterpiece of craftsmanship, combining premium materials with cutting-edge technology. A spacious layout, customizable ambient lighting, and a state-of-the-art infotainment system ensure a luxurious driving experience.
Performance Powerhouse
Under the hood, the Lyric V Series is powered by a high-performance electric drivetrain that delivers impressive acceleration and a thrilling driving experience. With an estimated range that competes with other luxury EVs, the Lyric V Series is designed for both everyday practicality and exhilarating performance. Enhanced suspension and steering dynamics provide a responsive ride, making it as fun to drive as it is comfortable.
Innovative Technology
The Lyric V Series has advanced technology, including Cadillac’s latest driver-assistance features and a large curved OLED display that seamlessly integrates infotainment and vehicle information. Over-the-air updates ensure that the vehicle stays current with the latest software enhancements.
Sustainability Meets Luxury
Cadillac's commitment to sustainability is evident in the Lyric V Series, which utilizes eco-friendly materials throughout its construction. This vehicle embodies luxury and performance, aligning with a growing demand for environmentally conscious options in the automotive market.
Why the Lyric V Series: Music to the Ears of Luxury Performance Vehicle Enthusiasts
The Cadillac Lyric V Series is more than just a vehicle; it’s a statement about the future of luxury driving. Its blend of elegance, power, and innovative technology sets a new standard for electric vehicles in the luxury segment. As Cadillac continues to evolve, the Lyric V Series is a testament to the brand’s vision of a sustainable and stylish automotive future.
Subtle but meaningful modifications appear throughout the Cadillac Lyric V Series exterior.
Lyric’s dynamic wheels join a notable collection penned by Cadillac designers.
Sophisticated technology is prevalent throughout the thoughtfully designed cockpit.
The V button provides access to new levels of performance and customization.
Images: General Motors
The 2025 Cadillac CT5 V-Blackwing: A New Era of High-Performance Luxury
In the world of high-performance sedans, the 2025 Cadillac CT5 V-Blackwing is making waves as a compelling blend of raw power and refined luxury. Building on the impressive legacy of its predecessors, this latest model showcases Cadillac's commitment to pushing the boundaries of automotive engineering. Here's a closer look at what makes the 2025 CT5 V-Blackwing a standout in the performance sedan category.
In the world of high-performance sedans, the 2025 Cadillac CT5 V-Blackwing is making waves as a compelling blend of raw power and refined luxury. Building on the impressive legacy of its predecessors, this latest model showcases Cadillac's commitment to pushing the boundaries of automotive engineering. Here's a closer look at what makes the 2025 CT5 V-Blackwing a standout in the performance sedan category.
Power and Performance
At the heart of the 2025 CT5 V-Blackwing is a formidable 6.2-liter twin-turbo V8 engine. This powerplant churns out a staggering 700 horsepower and 650 lb-ft of torque, making it one of the most powerful engines in its class. Paired with a 10-speed automatic transmission, the CT5 V-Blackwing delivers blistering acceleration and seamless power. With a 0-60 mph time of just 3.4 seconds, it’s clear that Cadillac has engineered this car to compete with the best in the high-performance segment.
The CT5 V-Blackwing also features an advanced rear-wheel-drive chassis, which, combined with its magnetic ride control suspension, ensures exceptional handling and ride comfort. For those seeking an even more dynamic driving experience, Cadillac offers an optional carbon fiber package with a lightweight rear wing and an aggressive front splitter, further enhancing aerodynamic performance.
This powerplant churns out a staggering 700 horsepower and 650 lb-ft of torque. Paired with a 10-speed automatic transmission, the CT5 V-Blackwing delivers blistering acceleration and seamless power, with a 0-60 mph time of just 3.4 seconds.
Extended signature vertical headlamp elements exude the Cadillac brand.
Magnetic-Ride technology keeps this model as stable as ever on the track.
New ground effects components further aid aerodynamic performance on the track.
Design and Luxury
While the CT5 V-Blackwing's performance capabilities are impressive, Cadillac has not neglected its luxury aspect. The 2025 model features a sleek, modern design with an aggressive front fascia, bold grille, and sculpted lines that exude elegance and athleticism. The exterior is complemented by a range of striking paint options and optional carbon fiber accents that add a touch of exclusivity.
The Beauty Within
Inside, the CT5 V-Blackwing is a haven of luxury. The cabin is adorned with premium leather, suede, and real carbon fiber trim. The sports seats are supportive, heated, and ventilated, ensuring comfort in all driving conditions. Cadillac's latest infotainment system is front and center, featuring a high-resolution touchscreen, intuitive controls, and comprehensive connectivity options, including Apple CarPlay and Android Auto.
An advanced 33" diagonal display offers a contemporary and functional user interface. The track recorder has also been redesigned.
V-Sport seating add dynamic elegance to the interior of the CT5-V-Blackwing.
Lightweight but supportive, the seats are right at home on the track.
Technology and Safety
The 2025 Cadillac CT5 V-Blackwing is equipped with cutting-edge technology and advanced safety features. The sedan features advanced driver-assistance systems, including adaptive cruise control, lane-keeping assist, and automatic emergency braking. The available night vision system adds an extra layer of security by enhancing visibility in low-light conditions. In contrast, the 360-degree camera system provides comprehensive views around the vehicle, making parking and maneuvering in tight spaces a breeze. The car’s adaptive suspension and performance-tuned exhaust system allow drivers to tailor the driving experience to their preferences, whether tackling a winding road or cruising on the highway. The steering is precise, and the brakes are responsive, providing a level of engagement that is sure to satisfy driving enthusiasts.
In Summary
The 2025 Cadillac CT5 V-Blackwing is a testament to Cadillac's dedication to blending high performance with luxury. With its powerful engine, advanced technology, and meticulously crafted interior, it sets a new standard for what a performance sedan can be. Whether you're a driving enthusiast seeking adrenaline-pumping thrills or a luxury aficionado looking for a refined driving experience, the CT5 V-Blackwing offers something for everyone. As Cadillac continues to innovate and push the envelope, the CT5 V-Blackwing stands as a shining example of the brand's future direction and commitment to excellence.
Images: General Motors
Cadillac Applies High IQ to the Escalade
The Cadillac Escalade has long represented luxury, style, and advanced technology. Now, Cadillac has taken this iconic SUV to the next level by introducing the fully electrified Cadillac Escalade IQ.
In the realm of luxury SUVs, the Cadillac Escalade has long stood as a symbol of sophistication, opulence, and cutting-edge technology. Cadillac has elevated this iconic vehicle by introducing the fully electrified Cadillac Escalade IQ. Combining the Escalade's legendary presence with the future of sustainable driving, the Escalade IQ delivers an exceptional blend of luxury, performance, and zero-emission technology.
With its sleek design, innovative features, and advanced electric powertrain, the Escalade IQ sets a new standard in the electric vehicle and luxury SUV markets, offering a glimpse into the future of high-end, eco-conscious travel. This vehicle seamlessly blends Cadillac's rich luxury tradition with the latest electric vehicle technology and comfort. It’s exciting to see GM introduce a modern, electrified version of such an iconic nameplate. While the traditional internal combustion engine-powered Escalade may continue to thrive for a while, it can be difficult for companies to evolve such a legendary model. However, GM has thoughtfully leveraged its engineering prowess and design expertise to shape a sharp, forward-thinking version of the Escalade IQ. By staying true to the brand’s heritage while embracing the future of sustainable driving, Cadillac has crafted a bold step forward in the luxury SUV market.
Unparalleled Design and Elegance
The Cadillac Escalade IQ exudes elegance from every angle. The exterior boasts a bold and commanding presence, marked by its signature LED lighting and distinctive grille design. The vehicle's refined lines and attention to detail showcase Cadillac's commitment to luxury. Inside the Escalade IQ, you'll find a spacious and meticulously crafted interior, with no room for compromise. Premium materials, including leather, wood, and metal accents, create an atmosphere of sophistication. The available customization options ensure that every Escalade IQ uniquely expresses its owner's tastes and preferences.
State-of-the-Art Technology
The Cadillac Escalade IQ is not just a luxury SUV; it's a technological marvel. Its Infotainment system is powered by an enormous 38-inch curved OLED display, seamlessly integrated into the dashboard. This stunning screen provides access to various features, including navigation, entertainment, and vehicle settings.
The augmented reality-enhanced navigation system is a standout feature. It offers an intuitive way to receive real-time directions overlaid on the road ahead. This technology eliminates the guesswork of navigation, offering a safer and more convenient driving experience.
The Escalade IQ also features an industry-first AKG Studio Reference sound system with 36 speakers, delivering an audiophile-quality listening experience. The audio quality is unparalleled, whether you're streaming music or watching a movie.
Connectivity is at the forefront of Escalade IQ's technology suite. With support for 5G, Wi-Fi hotspot capability, and compatibility with both Apple CarPlay and Android Auto, passengers can stay connected and entertained on the go.
Advanced Driver Assistance Features
Safety is a paramount concern in the Escalade IQ. It boasts a comprehensive suite of advanced driver assistance features, including:
1. Super Cruise: Cadillac's advanced driver assistance system offers hands-free driving on over 200,000 miles of compatible highways in the U.S. It combines adaptive cruise control and lane-keeping technology for a remarkable driving experience.
2. Night Vision: The Escalade IQ features an infrared night vision camera that detects pedestrians and animals beyond the vehicle's headlights, enhancing safety during nighttime driving.
3. Surround-View Camera: A 360-degree camera system provides a bird's-eye view of the vehicle, making parking and maneuvering in tight spaces effortless.
4. Lane-Keep Assist: This feature helps keep the Escalade IQ centered in its lane, reducing driver fatigue and enhancing safety on long journeys.
Exceptional Comfort and Space
The Cadillac Escalade IQ offers a spacious interior with three rows of seating, accommodating up to seven passengers. The second-row captain's chairs are supremely comfortable, and the third-row seating is designed to offer a relaxing environment for all occupants.
The Escalade IQ's air suspension system ensures a smooth and comfortable ride, even on rough roads. Adaptive damping and air springs allow the vehicle to adjust its ride height to improve comfort and handling.
In Summary
The Cadillac Escalade IQ is a testament to Cadillac's commitment to luxury, technology, and comfort. It's a vehicle that caters to those who demand the best in performance and luxury. With its cutting-edge technology, stunning design, and advanced safety features, the Escalade IQ sets a new standard for luxury SUVs, offering an experience that is truly in a class of its own. If you're in the market for a top-tier luxury SUV that blends the traditional with the futuristic, the Cadillac Escalade IQ is a vehicle that deserves your attention.
Images and Video: General Motors
Electrifying Exclusivity
Cadillac, Rolls-Royce, and GMC offer ultra-luxury EVs. Thoughts on a preferred mobility future and designing across the pond.
MOVEMENT: TRACKING NOTABLE MOVEMENTS IN MOBILITY
Cadillac, Rolls-Royce, and GMC offer ultra-luxury EVs. Thoughts on a preferred mobility future and designing across the pond.
Originally published: December 22, 2022
Cadillac Set to Produce The “Cadillac” of EVs
Cadillac will begin production of the Celestiq in limited quantities starting in 2023. The bespoke luxury electric vehicle will feature a personalization service similar to those offered by Ferrari and Rolls-Royce. Vehicles will be hand-assembled in GM’s pre-production design facility. The Celestiq purchase price is anticipated to run over $300,000.
Setting the Standard of The World Once More
Decades ago, “The Cadillac of X” was used globally to refer to products at the top of their class. The Celestiq is Cadillac’s latest effort to recapture its once-vaunted “Standard of the World” status. Some of Cadillac’s new design DNA, which debuted on the Cadillac Lyriq, has been applied to the Celestiq. However, due to the long and low dimensions of the Celestiq, the elements have been modified and stretched dramatically, appearing as distinct yet familiar forms. The front of both vehicles uses vertically stacked, gem-like light modules and back-lit font facias that support animated lighting sequences with linear patterns. In the rear, prominent vertical brake lighting, a hallmark of the Cadillac Escalade, is featured.
Building On Innovative Concepts
The Celestiq display seamlessly serves both driver and passenger.
Technology is highlighted within the Celestiq interior. It features large displays that accommodate both the driver and passenger. For those that prefer physical interactions, a centrally located angled display accompanies a rotary input knob. Otherwise, physical controls are kept to a minimum. Celestiq’s display layout is similar to the one shown in the Byton M-Byte SUV concept, although it does not feature a steering wheel display. The passenger display can only be viewed while seated directly in front of it, minimizing driver distraction. Above, a multilayer glass roof allows different amounts of light to enter the cabin. Rear displays and touch panels, along with the world’s first ClimateSense™ individualized four-zone microclimate system, ensure that luxury abounds regardless of one's seating position. Rich, linear hand stitching adorns the multifunction seating.
Referencing the Past to Define the Future
Cadillac has done an excellent job with the Celestiq. The design references bold designs from the past while being squarely focused on the future. Cadillac references futurism in its promotions. A design approach informed by futurism is reflected in the Celestiq and other recent vehicles, including the ELR, a hybrid plug-in that evokes aspects of the futurist Syd Mead’s vehicle designs. Navigating the future of a brand over decades involves celebrating elements that have social relevance and significance. For Cadillac, the vertical tail lamps we know today pay homage to the tail fins of yesteryear. Overall, the Celestiq represents a bold new North Star for the brand, one that is shining brightly again.
Long and progressive design. Future vehicle envisioned by Syd Mead.
Rolls-Royce Rolls Out The New Spectre EV
Rolls-Royce introduced the all-new Spectre EV in October 2022 to keep the brand relevant. The first deliveries are expected to arrive in the fourth quarter of 2023. The Spectre is the brand’s first production electric vehicle. Styled similarly to the Wraith coupe, the Spectre incorporates several established brand elements and styling cues into its new electrified offering.
A Conservative Entry
Luxury automotive manufacturers are sensing a void at the top of the hyper-luxury electric vehicle market. This is evidenced by the Cadillac Celestiq’s celestial $300,000 price point and the Rolls-Royce Spectre’s frightening starting price of $400,000, respectively. One can imagine Bentley, now offering plug-in hybrid versions of its high-end luxury vehicles, will soon introduce its battery-electric hyperluxury vehicle. The range for the Spectre is estimated to be around 260 miles, which frankly does not even compare to current luxury EVs, such as the Tesla Model S or the Lucid Air. Rolls-Royce is likely to leverage advanced driver assistance features from its parent company, BMW, which also lags behind current market leaders.
Admirable Physical and Digital Detailing
Rich and novel material cues in Spectre display.
The approach towards integrating technology within the cabin is similar to that found in the Cadillac Celestiq, with prominent driver and passenger displays. However, the Spectre is slightly more restrained, lacking a full-width display and a lower center touchscreen. Instead, Rolls-Royce designers retained some traditional physical controls. Driver and passenger displays are not as seamlessly presented as in the Celestiq. An iconic analog clock module separates the two display zones. However, interface graphic elements artfully integrate skeuomorphic design cues with subtle references to physical dials of the past. This is enhanced through the skillful use of shadows while avoiding cliché visuals like chrome rings in the instrument cluster. Further shading, layering, and particle effects enrich the cockpit's digital aesthetics.
Forms of Heritage in Motion
Rolls-Royce has characteristically paid meticulous attention to the Spectre’s details. For example, 830 hours of wind tunnel testing went into modernizing the famous Spirit of Ecstasy figure that adorns the hoods of Rolls-Royce vehicles. From a historical perspective, it is interesting to note the similarities between the Rolls-Royce robe-draped Spirit of Ecstacy figure and Cadillac’s Flying Goddess hood figure. It remains to be seen which of these ultra-luxury vehicles will lay claim to defining the “standard of the world” in the coming electric mobility era. Here’s hoping that some of the craft and beauty found in these vehicles will influence other, more attainable offerings in the future.
Rolls-Royce Spirit of Ecstasy
Cadillac Flying Godess
MORE ELECTRIFYING EXCLUSIVITY
Electrifying the Truck Segment
The electric truck segment remains energized by new entries. The GMC Sierra EV Denali represents a serious step forward in truck design. Arguably one of the best-looking electric vehicles (EVs) yet, the GMC Sierra EV Denali offers unprecedented electrified truck luxury. Given a likely starting price of over $100,000 for the First Edition model, this vehicle is another example of electrified exclusivity. While the cost of the First Edition model is likely to be prohibitively high, other models will follow at more accessible prices.
The First Edition is set to begin production in early 2024. With the ability to power accessories, a home, or to lend a charge to other EVs, this GMC EV truck entry appears quite capable. With over 400 miles of predicted range, an innovative mid-gate that folds to accommodate longer loads, and the ability to charge up to 100 miles in 10 minutes on a fast charger, GMC is moving the truck segment forward with this bold new premium electric truck entry.
Learn More About the GMC Sierra EV Denali
Curious to learn more about other electric trucks? Here are links to the mosts notable ones that are on the market or that have been announced.
Ford F-150 Lightning: Know for its ability to power the home and mass market F150 series appeal. Well designed and easily accessible frunk.
Learn More
Chevy Silverado EV: Accessible styling and greater range than F-150 Lightning. Pass through tailgate accommodates longer items.
Rivian RT1: Solid progressive design, quality battery power train, and user-centered features like the pass-through tunnel behind the rear seats.
Learn More
Lordstown Endurance: Known for targeting the fleet truck segment and unique in-wheel hub motors.
Hummer EV: Brash “moonshot” styling, 16 inches of ground clearance, crab mode, four-wheel steering, heavyweight, and “Watts To Freedom” launch mode.
Learn More
Tesla Cybertruck: Unconventional stamping construction, stainless steel panels, and edgy design. Shipping date TBD.
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Helping to Shape a Preferred Mobility Future
While it is challenging to predict the future, observing persistent human needs and technological progression can help align creative action with people’s future hopes and needs. Science fiction films, future vision work, and concept vehicles are ways authors, film directors, and vehicle designers have sought to solicit feedback on future concepts and influence the future.
While at IDEO, I collaborated with many of the world’s leading automotive companies, including those with advanced research facilities in Silicon Valley. Over several years, common themes and needs emerged repeatedly across our work.
These needs, societal pressures, sustainability concerns, new business models, and emerging technologies inspired a small team at IDEO to craft the Future of Automobility series, spurring conversations and thinking about how we might move people, things, and spaces by the year 2030.
In addition to the factors mentioned above, the state of disruptive shared mobility services and autonomous vehicle work at that time was considered. A follow-up chapter was created in 2017 that focused more intensely on shared mobility and how we might design vehicles to encourage shared mobility and moving better together.
As the mobility industry advances, certain aspects of the work are already beginning to take shape. Cruise and Waymo have launched driverless ride services in several markets. There are also similarities between the vehicle featured in the 2017 “Moving Together” chapter and Google’s Waymo/Geely vehicle. Both designs address persistent needs, including ease of ingress and egress, personalized zones, and connectivity. Both vehicles have clear lines of sight and a means for communicating vehicle intent.
Here’s to continued progress in moving from future vision work toward a safer and more accessible future of mobility!
Future of Moving Together Vehicle - IDEO Future of Automobility Series 2017
Waymo Geely Vehicle - Google/Geely 2022
MEMORY BANK
Dateline 1996: Designing Across the Pond
It was January 6th, 1996. I arrived at a characteristically gray and drizzly Heathrow airport to start a three-month creative sabbatical at IDEO London. Years earlier, while in graduate school, I had spotted some compelling product design work done by the firm and could not shake the idea of someday working there.
I distinctly recall my first weekend in London. After exploring the city extensively on foot, I caught a bit of BBC programming on the TV. During my first jet-lagged Saturday afternoon there, I watched a darts competition program and a fascinating shepherd dog handling competition. How quaint, I thought. But as I took in a few commercials, my tired eyes were opened to just how much more advanced design was in Britain.
I first noticed things were slightly different just as I exited the plane. Well-designed signage and excellent directional mapping within the tube made wayfinding easy. Posters and placards covering walls around Camden Town were heavily influenced by Neville Brody and other remarkable designers, thus bringing design literacy right out to street level. But it was the supposed mainstream adverts on television that stood out. I was surprised by the diverse design approaches that Ford, a quintessentially American yet globally recognized company, employed across two regions.
Comparing two contemporary commercials promoting the mid-1990s Ford Probe illustrates the two worlds of design I was straddling. I was stunned by the quality of the UK Ford Probe commercial. It included everything I was passionate about as a young designer. A perfectly coordinated soundtrack, sophisticated motion graphics with rich, layered scientific diagrams, crisp and clear aspirational messaging, and even a reference to Area 51. It all led to deep intrigue in just 30 seconds. Given the uninspiring state of most American car commercials, which focused on promoting discount prices, it was as if I had indeed been flown off to the moon.
Take a look at the two commercials below and see for yourself. Like Neil Armstrong’s first footprints on the moon, that 1996 Ford Probe advert made a lasting impression on me. I knew I would have to up my design game if this were how everyday items like the European Ford Probe were marketed. And lest the Ford Probe commercial had been just a one-off, I soon encountered the Ford Mondeo “Senses” commercial, proving that a higher level of sophisticated design was the norm in Europe.
I will always be grateful for that time in the UK, where I learned and practiced design in the dynamic environment of the mid-1990s, when even car commercials could transport us to another world.
What advertisements have inspired you over the years?
Image Credits: GM, Rolls-Royce, Waymo, Ford
CES 2021
Notables from CES 2021: Brand Halo vehicles, hyper screens, and the next generation of iDrive.
MOVEMENT: TRACKING NOTABLE MOVEMENTS IN MOBILITY
HALO Vehicles, Hyperscreens Next Generation Drive. CES always brings along a range of forward-looking vision work. Below are a few concepts and advancements that stood out from the 2021 CES events, which were held virtually this year due to the Coronavirus.
Originally published: January 31, 2021
GM Keynote and Cadillac Halo Vehicles
Cadillac Halo eVTOL and autonomous people mover
This year, Cadillac and GM offered future visions of air and ground mobility. See more in the GM Exhibit Zero keynote. VTOL offerings from Liliam, Kitty Hawk, and several others are starting to take off. The entire VTOL segment is achieving more funding and public awareness. With companies like GM jumping on board, things are likely to gain more momentum over the next few years. Many experts agree that it is far easier to produce autonomous air vehicles than those intended for use on the ground. Keeping these high-flying visions grounded in reality, advancements in fuel cells, battery technology, and airspace regulation will be essential.
The Mercedes-Benz UX Hyperscreen
Mercedes-Benz MBUX Hyperscreen
The trend toward using full-width displays was further reinforced by Mercedes-Benz's debut of its MBUX Hyperscreen. It employs a “zero layer” approach, placing content within easy reach rather than under a traditional menu structure. Pioneered in large part by Tesla, it will be interesting to see if this interface approach continues to be adopted by other automotive manufacturers, who have more display surface area to work with. More attention is being paid to passenger-side user experiences as displays become more affordable.
BMW Next Generation iDrive
BWM’s next generation iDrive
BWM introduced its soon-to-be-launched next-generation iDrive experience. The broader display trend continues here too, along with the integration of latest-generation connectivity and intelligent personal assistance. It's hard to believe that it has been 20 years since the initial version debuted in 2001 in the 7 Series (E65).
MORE MOVEMENT
Lucid Air Debuts Television Advertisement Campaign
Lucid introduces its first nationwide televised advertisements this month, highlighting their luxury electric sedan, the Lucid Air. The future may not be what we expected after all.
GM Redesigns
Its Logo
GM debuted a redesign of its corporate logo to reinforce its zero mission (zero crashes, zero emissions, zero congestion).
As part of their “Everybody In” campaign, they have also featured Malcolm Gladwell, author of The Tipping Point, to highlight the moment the company is in as it transitions to electrified vehicle design and production.
More via The Detroit News
Trump Pardons Anthony Levandowski
Levandowski, a former Google engineer, pleaded guilty to stealing secret technology related to self-driving cars from the company before becoming the head of Uber’s rival unit. In August, a judge in San Francisco sentenced Levandowski to 18 months in prison but said he could enter custody once the COVID-19 pandemic had subsided.
The judge, William Alsup, who has been involved in Silicon Valley litigation for nearly five decades, described Levandowski’s conviction as “the biggest trade secret crime I have ever seen.” He has been pardoned.
View the full list of Trump pardons
Source: The Guardian.
GM Introduces BrightDrop Service
As part of their Exhibit Zero keynote at CES this year, GM shared their vision of connected and electrified products and services that are built to help improve first-to-last-mile delivery operations. They are developing a range of solutions tailored to individual business needs.
The BrightDrop fleet will include an electrified pallet (EP1) for warehouse use, a mid-distance transport, and the BrightDrop EV 600, a larger electrified delivery truck. A rapid load vehicle concept that could distribute EP1s was also shared.
Take a closer look at the BrightDrop Vision.
Image credits: GM, Mercedes-Benz, BMW