On the move with design visionary Stefan Sielaff – Vice President Global Design at Geely Design
Welcome to the second edition of our newest interview series, "On the move with design visionaries”, tailored specifically for designers in the mobility industry. In this edition, we have the honour of featuring Stefan Sielaff, the Vice President of Global Design at Geely Design. Stefan Sielaff boasts an impressive career in the field of automotive design and is a driving force behind Geely's new premium brand ZEEKR. The recently launched ZEEKR 007, an all-electric vehicle under Stefan's supervision, holds great promise. So join us as now we delve into Stefan Sielaff's design insights and discover the visionary ideas shaping the future of automotive design.
1. The ZEEKR 007 has been released under your supervision and the new design language „Hidden Energy“. Can you explain the concept of "Hidden Energy" and how does it set ZEEKR apart in the electric vehicle market?
Hidden Energy Concept in ZEEKR 007: The concept of "Hidden Energy" in the ZEEKR 007 represents our commitment to finding the perfect balance between luxury and technology with a human-centric approach. It goes beyond the traditional boundaries of automotive design by blending innovation with emotion. The term encapsulates our philosophy of providing an experience of comfort, style, and sustainability. In practical terms, Hidden Energy emphasises pure designs with attention to detail and quality, incorporating smart innovations that enhance the driving and ownership experience. This makes the ZEEKR 007 stand out in the electric vehicle market.
2. You are Vice President Global Design at Geely Design. Geely encompasses various brands, each with its unique identity. How does the design team collaborate across different Geely brands to maintain distinct design languages while ensuring a cohesive brand portfolio?
Collaboration Across Geely Brands: As Vice President Global Design at Geely, I am available to support the brands within the Geely Auto Group as a sort of supervisor. Having said that, Geely allows all its brands to run autonomously. And although with that comes great responsibility and accountability it also drives excellence not at least in design. We have extremely competent design teams across all Geely brands which allows me to concentrate most of my time on the ZEEKR brand which, as you already can witness, has a very ambitious product portfolio.
3. Human-centric design is increasingly important. At ZEEKR, how do you prioritise the user experience and ensure that design elements are not only visually appealing but also enhance the overall driving and ownership experience?
Human-Centric Design at ZEEKR: At ZEEKR, prioritising the user experience is at the core of our design philosophy. We go beyond visual appeal, focusing on creating a holistic driving and ownership experience. Human-centric design means understanding the needs and desires of our users, ensuring that every design element serves a purpose. From the layout of the interior to the placement of controls, we strive to make the driving experience intuitive and enjoyable. Smart innovations, like the Stargate lighting system, not only add a visual touch but also contribute to safety and communication, enhancing the overall experience of owning and driving a ZEEKR vehicle. And you can personalise it according to your own preferences.
4. Sustainability is a major focus in the automotive industry. How does Geely Design incorporate sustainable design practices into its projects, and can you provide examples of how sustainability is taken into account during the design process?
Sustainability in Geely Design: Sustainability is a fundamental consideration in Geely Design projects. We incorporate sustainable design practices by sourcing materials responsibly, minimising environmental impact, and optimising the lifecycle of our vehicles. For instance, in material selection, we prioritise eco-friendly and recycled materials. We avoid the use of leather and use high quality vegan materials instead. Additionally, we explore energy-efficient manufacturing processes and design features that improve fuel efficiency or promote electric vehicle adoption. By integrating sustainability into our design process, Geely Design contributes to the automotive industry's collective efforts toward a more environmentally conscious future.
5. Over the course of your longstanding career, and most recently as Design Director at Bentley, how have you seen automotive design evolve, and what design trends or innovations do you find most exciting or influential in shaping the future of automotive design?
Evolution of Automotive Design: Over my career, including my role as Design Director at Audi and Bentley, I have witnessed a significant evolution in automotive design. We are living in a increasingly connected world and that had and still has its impact on automotive design. Whereas exterior design was the most significant contributor in the purchase process of a customer, it has now shifted towards interior design. Not at least in China. One of the most exciting trends is the integration of advanced technology, such as AI-driven interfaces and autonomous driving features. The emphasis on sustainability has also grown, influencing materials for our interiors, manufacturing processes, and vehicle propulsion systems. Furthermore, there's a shift towards more personalised and human-centric designs, with a focus on creating unique, memorable experiences for users. The convergence of aesthetics, technology, and sustainability is shaping the future of automotive design, and it's incredibly thrilling to be part of this transformative journey.
Thank you, Stefan, for joining our interview "On the move with design visionaries." For further exploration of the ZEEKR brand, we invite you to delve into our latest articles featuring the ZEEKR 007, ZEEKR 001 and ZEEKR X. Additionally, you can gain valuable insights from Anders Sachs, the Head of CMF Design.
Pictures: Geely Design