The Air has solid solid individuality and appearance
The young American Lucid Motors is the producer of Luxury Electric Cars. In this episode of his design review, car designer Niels van Roij looks at whether Lucid has successfully established a new automotive identity.
Research shows that prospect customers mainly purchase a luxury car because of the long brand history present at many car manufacturers. But where does a car designer start if there is no brand history to reference? No halls full of classic inspiration and design icons? This so-called white sheet of paper approach may be an absolute dream task for a car designer, after all, something really new can be penned, but due to the lack of background and conceptual basis, the design work is as interesting as it is complicated.
design dna
The assignment starts with the search for a brand new, relevant design language: a design DNA. This manufacturer’s view of mobility, with aesthetic values ​​that make the brand unique, allows customers to fulfill the mission (Luxury Electric Cars), helped by the design of the car, and – if all goes well – get excited about it. The design DNA provides designers with a selection of design tools, a framework of parameters and a range of shapes, colors and materials within which to design the car.
The Lucid Air has interesting proportions with a low, wide body and large wheels.
The Air has a low, wide and large-wheeled body. The main theme of the proportions could be described as a rectangle with geometric, non-organic, rounded corners. The shape of a car is highly dependent on both the people who sit in it and all the powertrain components used. Together they become packaging named. And that packaging is very intriguingly solved by Lucid. The in-house developed and extremely compact powertrain ensures that the roofline is lower than on comparable cars, because passengers are not on top of the engines, but between them. The wheels are set far forward and back, resulting in the interior size becoming S-class, with exterior dimensions of an E-class. It goes without saying that streamlining is also of great importance for an electric car. A lower and narrower body shape helps improve aerodynamics. The Air is therefore striking for a reason: the special shape is not an innocent gimmick, but for good reason. The set-up is conceptually similar to the packaging of the classic DS, which with its generous wheelbase was not only exceptionally recognizable, but also functioned much better as a comfortable travel limousine.
The rounded rectangle
A step closer to the Air, we see that the minimalist body is equipped with powerful surfacing. Here too, the theme of rounded rectangle has been applied, with a typical and subtle convex and concave spectrum of shapes. The clean and soft skin is not ‘blobby’ and heavy, like that of the also rounded EQS and EQE from Mercedes-Benz, but solidly defined. The Air is a striking example of exceptionally well-sculpted surfaces, with beautiful tensions through delicate, strategically placed folds.
On the bow we notice a Down The Road Graphic (the combination of all graphic elements together) of headlights, chrome strips and lower air intake that together form the confident Air face. Lucid wisely omitted a ‘faux grille’. Audi and Mercedes-Benz can learn something from this with their electric fleet!
The last step, jewelry, is important for luxury cars. The exterior is tastefully sprinkled with accents of chrome, such as the eyebrow applied above the headlamps, providing a nuanced focus. The chrome strip at the bottom of the body connects the whole in a refined way. The slim vertical daytime running lights define the corners of the car. Because these units are actually mounted more on the flank than on the nose, the already wide front looks even wider.
Simplicity
A consistent application of lines, surfaces and graphic elements with shapely details make the Air special. The contours of the side window, the contrasting roof, the low-set chrome elements, the lighting and even dividing seams such as those of the very low-cut tailgate are strong in shape and in complete harmony. They follow a characterful interplay of lines and create the Air personality. The simplicity makes the Lucid pure, but not so minimalist that the car looks clinical, like some Teslas.
Establishing a new automotive identity is a complicated task. The Air has a solid individuality and appearance, befitting a luxury electric car. The white sheet of paper approach has brought about a fitting design DNA and turned the proportions, surfacing and jewelery into a truly consistent and unique proposition. Although the brand is young, it appears that more than 30,000 consumers in the US have already made a reservation for the luxury sedan. Good design sells.
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– Thanks for information from Autoweek.nl