On the move with design visionary Anders Sachs – Head of CMF Design at ZEEKR
Welcome to our newest interview series, "On the move with design visionaries." Tailored specifically for designers in the mobility industry, this series will cover a wide range of topics, from exterior and interior design to UI/UX and CMF. In our inaugural edition, we are delighted to introduce Anders Sachs, the Head of CMF Design at ZEEKR. If you're looking for insightful discussions with talented designers, you've come to the right place. Join us as we delve into the minds of industry leaders and explore the world of design innovation. So now let’s learn more from design visionary Anders Sachs.
1. You have worked in CMF Design for quite a while now, among others with positions at Volvo and Lynk & Co. Can you share a bit about your journey in the field of CMF Design? What inspired you to pursue a career in this specialised area, and how have your experiences shaped your approach to design?
I never intended to become a car or a CMF designer. My goal was geared towards textile design for public environment. But during my bachelor’s degree back in the late 90’s I came across a company producing textiles for the automotive industry, which got me thinking “hmm, why not”. I was fortunate and given the opportunity to do my thesis project with Borgstena, which resulted in a 3 year long employment, before joining Volvo Design in 2002.
Looking back at my journey, I’m deeply grateful for the trust I was given by my superiors, and being able to work with so many talented and skilled colleagues, who has taught and shaped me as a CMF designer. I’m still surrounded by amazing people who inspire me and give me new insights and learnings. In this profession you must be curious, be a good listener and understand the market landscape and customer needs. You must be able to show willingness to compromise and at the same time be driven by your own believes and convictions.
2. Now you work as Head of CMF Design at Zeekr. Can you provide insights into the overarching philosophy that guides CMF design decisions for Zeekr vehicles?
Zeekr is still a very young car company, only 2,5 years. We have recently launched our all new Zeekr 007, which carries a new design language, vastly different from our previous models; 001, 009 and X. We are still exploring and shaping our design philosophy and the genetic code for our future vehicles. Something that is very clear is that we are operating in an extremely fierce and competitive landscape, especially in China. We need to be very agile and adaptable and not too locked into dogmatism and stuck in strategies that gives us little maneuverability. This is both challenging but at the same time it allows us to be very creative, together we explore “what’s next” meanwhile having fun along the way.
3. In today's automotive industry, sustainability is paramount. How does Zeekr innovate in terms of sustainable materials within CMF Design, and are there any specific eco-friendly materials that the company is particularly enthusiastic about?
I couldn’t agree more. Today, luxury and sustainability go hand in hand. People expect their luxury products to be sustainable and sourced from sustainable raw materials, that leave a small footprint on the environment. This is something that we embrace in all areas of Zeekr. As a CMF designer I’m driven by my passion for sustainability and trends. At work the team and I combine them both to create something that is both beautiful and meaningful. Sustainability is a complex subject, as there are so many layers and criteria that need to be considered. It’s far away from a quick fix. I sometimes get frustrated that this industry isn’t moving fast enough, but I must remind myself that we still operate in a very conservative business. At the same time, I’m grateful to be part of this transformation journey, to be able to influence stakeholders and customers.
There is a lot of exploration and developments going on to find better and more sustainable solutions and materials. We deeply rely on innovative suppliers and partners, and luckily we can work with many of the best automotive suppliers there are. On one hand we’re taking step by step in each project to implement more sustainable materials but on the other hand we also need to reduce variants and complexity. This is a difficult balance act as we want to stay relevant and competitive. The idea of creating and offering less is from a philosophical point of view very intriguing, I think. How lean can we be?
4. In a highly competitive automotive landscape, how does Zeekr leverage CMF Design to differentiate its brand and products from others in the market? Are there any distinct elements that define Zeekr's CMF design language?
It’s getting more and more difficult to be truly unique and to stand out in the crowd. Zeekr aims to be a top premium EV brand and we want to reach a large audience with our cars and products. We need to be on the whole scale, having CMF expressions that are loved by all and expressions that are more progressive. If we look at CMF in isolation, it’s difficult to say which brand it belongs to. It’s the combination with shape and technology and the user experience that gives you a strong brand DNA and experience.
In Zeekr 001 we introduced a new colour family consisting of Polar White and Midnight Blue. This palette was inspired by traditional Chinese porcelain. White representing purity and balance, while blue symbolises heaven and water. This combination has been very successful in all our cars, reaching between 25-40% take rate and has become one of our heritage colour combinations.
5. Looking ahead, what trends do you anticipate in CMF Design for electric vehicles and the broader mobility industry, and how is Zeekr positioning itself to embrace or even lead these future trends?
I hope that the industry accelerates towards introducing more sustainable materials i.e., mono-materials, moving away from a linear thinking to circular thinking and at the same time technology will become more advanced and accessible that will give us new possibilities. CMF Design can be a driving force, to formulate material first strategies and lead implementation of future trends, but hat requires that CMF teams are empowered with more mandate and trust.
I wish to see stricter legislation when it comes to communication forcing OEM’s to be more transparent how materials are sourced and what kind of impact they have on the environment, with the purpose to avoid greenwashing. You and I, or we as customers also have a responsibility to be open-minded and curious about accepting new expressions and aesthetics. Even today, we still fight against cemented pre-conceptions how cars should look like and be specified when it comes to CMF. I’m also an advocate for synergies. From Zeekr CMF team we have initiated a work stream to investigate potential synergies and commonality within the group, sharing materials between Volvo, Polestar, Lotus and Lynk & Co that are not brand specific.
Pictures: Zeekr