In 1997, Steve Jobs, co-founder of Apple, returned to head the company after years of absence and radically changed his strategy. He perfected the range and launched the computer that symbolizes this new positioning: the iMac.
This giant candy was less powerful than the PCs on the market and few software were compatible with the Apple universe. His strength lay in his appearance. The computer was simply beautiful with its translucent plastics and bright colors. You could even see it working. His side fun” stood out in the austere world of computers, often beige, gray or black. In addition, it was compact and wireless: the central unit of the computer was housed directly behind the screen. This colorful candy was unlike anything known until Then, in addition, Steve Jobs did not hesitate to say that the back of the iMac was prettier than the front of its competitors. Behind this revolution was Jonathan Ive, a young British designer who established himself at Apple thanks to Steve’s support. Jobs.
Then, to invent an Apple phone, Jonathan Ive took the elementary principles of design by eliminating the superfluous, first of all the keyboard adopted by all phones on the market, in particular the leader of smartphones of the time, BlackBerry. Its absence is possible thanks to the innovation of the screen. multitouch which allows you to navigate using your fingers directly on the touch surface. When the iPhone hit the market in 2007, it marked a definitive break with the world of mobile phones. The victims will be Nokia, Ericsson, Motorola, Alcatel.
“Less is more”
Tesla needed to build its own identity and in the summer of 2008, Franz von Holzhausen left the Japanese manufacturer Mazda to join the young Californian company. He has talent and, at 40 years old, wants new challenges. When his decision was announced, he said he was excited about the freedom he would have to push the boundaries of automotive design at Tesla, to help bring electric cars to the masses.
For Tesla engineers, the model closest to the sedan they imagined in terms of dimensions was the Mercedes CLS. While they began to dismantle it and insert all the components of the electric drivetrain, Franz von Holzhausen worked on the design of the Model S. In three months, 95% of the exterior design was defined. The prototype body could be installed on the modified rolling base of the Mercedes CLS to begin vehicle qualification. To compete in this premium sedan segment and stand out, the Model S had to be “beautiful and seductive, like a moth attracted to a flame,” according to Franz von Holzhausen.
He specifies in his interview with the Los Angeles Times that Tesla’s design is “based on the idea of minimalism, the idea that less is more.”
Therefore, he shares at the same time the same design concepts as Jonathan Ive, the master of the subject at Apple.
“It’s a leap forward”
From the first contact with the Tesla Model S, the experience is different from that of any other vehicle: when approaching the car, the door handle comes out of the body to allow it to be opened. For Franz von Holzhausen, “when you approach the car for the first time, the first contact is with the door handle. […] It is a memorable experience. It has to awaken emotions,” the magazine reports. Forbes.
This is Tesla’s hallmark: leaving nothing to chance in the customer experience. Once inside, the Model S is organized around a large central touchscreen that controls almost all of the vehicle’s functions. It’s even slightly angled towards the driver for better viewing. No other manufacturer had installed such a large screen in a car. It is impossible to get lost once inside the vehicle.
In 2013, Tesla’s chief designer stated in Eco car design “I will still be fascinated by the 17-inch screen; I think it will be relevant for a long time. It’s a leap forward, you don’t need buttons. Before launching it, we were a little unsure if “some would miss the old world. Customers love the display; It’s amazing how quickly they become familiar with it.”
There are no superfluous buttons on the dashboard and those present are perfectly integrated. The screen automatically reinforces Tesla’s “tech” image, with a unique customer experience. All new vehicles after the Model S use the same codes, particularly the Model Y.
The Tesla Model Y, number one in sales
In 2023, the Model Y reached new heights with 1.23 million copies sold. It is the best-selling Tesla vehicle in the world and on three continents: China, Europe and the United States. Above all, the Model Y has established itself at the top of the ranking of the best-selling vehicles in the world, ahead of the Toyota RAV4 and the Corolla.
It is the first time in the history of the automobile industry that an electric vehicle is the best-selling vehicle in the world. In addition, it is more difficult for the Model Y to reach the top of global sales since the price of the Toyota Corolla starts at 20,000 euros. That is half the price of the Model Y, which is around 40,000 euros. Tesla achieved this feat in just twenty years of existence.
The Tesla book killed the car! published on March 20 by Éditions Descartes & Cie.
Source: BFM TV
