Tesla's design chief, Franz von Holzhausen, made his first trip to China to explain the company's design philosophy, which he says prioritizes safety, efficiency, simplicity, and user experience. In a media briefing on January 18, 2024, he detailed how Tesla's approach has shaped the electric vehicle (BEV, battery-electric) industry, from the elimination of grilles to the adoption of megacasting.
Design innovations that became industry norms
According to the Chinese automotive outlet Pacific Automotive, Holzhausen highlighted several Tesla firsts that have since become widespread. The Model 3, launched in 2016, was the first EV to completely ditch the front grille, a move that improved aerodynamics and gave the car a cleaner look. Tesla also pioneered the use of a large central touchscreen in the Model S in 2009, a year before the first iPad, and introduced the yoke steering wheel and gear shifting via the touchscreen.
Holzhausen emphasized that every element of a Tesla is designed with careful consideration. 'We need to make every element of the product a detailed consideration,' he said, according to Pacific Automotive. He also discussed the company's use of megacasting, a process that reduces the rear underbody of the Model Y from over 70 parts to a single piece, improving structural integrity and reducing weight.
Simplicity over 'refrigerators and sofas'
Holzhausen criticized the trend among some EV makers to add features like refrigerators, TVs, and lavish interiors, which he said can compromise safety and durability. 'The essence of design is to bring users a better experience,' he said. 'We focus on the simplest, most efficient way to solve problems. Over time, unimportant elements will be forgotten and abandoned, eventually returning to the simplest version.'
Tesla's minimalist approach extends to its user interface, with the Autopilot advanced driver assistance system controlled via the central screen. Holzhausen noted that the company's 2022 impact report showed Tesla vehicles are 8.5 times safer than the US average when using Autopilot. He also mentioned the Cybertruck, which features steer-by-wire and a tight turning radius despite its size, and is designed to be as versatile as a Swiss Army knife.
The visit underscores Tesla's influence on the Chinese EV market, where many domestic brands have adopted similar design cues. Holzhausen said Tesla's design team works closely with engineers from the start, with safety as the top priority. 'We want to ensure users don't worry about the safety of the vehicle,' he said.
