The Secret Sauce: Part ii

To remain relevant, halfway through a model’s lifespan, a car gets a design refresh. How do designers plan for this, and how much can they really change? We asked the crew at Volkswagen.

WORDS Steve Smith PHOTOS Supplied

In Secret Sauce: Part I, we chatted to both the exterior and interior designers of the third-generation Volkswagen Tiguan recently launched in SA. In Part II we have another exclusive and this time we get some insights into the German autobrand’s new updated VW Touareg … this time we find out how one goes about planning and designing a car’s mid-life cycle refresh.

For context, VW recently launched the updated version the Touareg, their brand’s premium big SUV. Powered by a 3.0-litre turbodiesel engine and featuring permanent all-wheel drive and plenty of luggage space, it’s both a luxe family car and an excellent adventure-facilitating vehicle.

The current generation was first launched here in 2018 and now, seven years later, the refreshed version has just hit the showroom floors. Having recently driven the car, VISI’s editor-in-chief Steve Smith was interested to know how one goes about a mid-product cycle design refresh. No doubt it’s planned it from the outset, but how do you forecast design trends to make sure you’re still offering a car that looks current and cool five years after it was first launched?

Who better to ask than the global design team at Volkswagen responsible for the Touareg project: Felipe Montoya, now Head of Exterior Design for VW South America (he was originally responsible for Touareg project); and Nuretdin Seker, the Touareg’s interior designer.

EXTERIOR

When do you start thinking about a model’s refresh? It’s obviously planned from the start, but when do you start actually designing the updates in order to make sure it looks as current as possible?

Felipe Montoya: “We actually start thinking about the refresh immediately after the market launch. That’s when we begin seeing media feedback and receiving the first impressions from customers. These early insights help us understand which design elements resonate and where adjustments might be needed. In practice, the design work for a facelift typically starts about one to two years after launch to ensure the refreshed model is ready in time to keep the product lineup visually and technologically up to date.”

What are the key challenges in updating a model like the Touareg without compromising its original design identity?

Felipe Montoya: “The Touareg is a flagship SUV with a strong and established design character—powerful proportions, clean lines, and a confident stance. The challenge is to introduce meaningful visual updates that modernize the car without diluting its recognizability. For the facelift, we carefully evolved elements like the front grille and introduced the IQ.LIGHT HD matrix headlights, which bring a high-tech signature while respecting the original design DNA.”

How do you balance customer feedback, brand DNA, and evolving design trends when refreshing an existing model?

Felipe Montoya: “This is always a fine balance. With the Touareg, customer feedback emphasized a desire for a more expressive and technological front-end appearance. At the same time, we needed to stay true to Volkswagen’s design values—clarity, precision, and timelessness. By integrating advanced lighting technology and refining elements like the bumper and grille design, we managed to project modernity while staying authentic to the brand’s character.”

Which elements of the Touareg’s exterior were prioritised for change, and why?

Felipe Montoya: “We focused on the front and rear sections, as these are the most visually impactful areas for customers. The new IQ.LIGHT HD matrix headlights stand out as a technological highlight, offering not only improved functionality but also a striking new light signature. The redesigned bumpers and grille emphasize a wider and more confident stance, visually reinforcing the Touareg’s premium positioning.

“At the rear, we had the opportunity to modify the tailgate by adding a third light element that visually connects the two corner light units. This gave the rear a more sophisticated and cohesive design, perfectly aligned with what our customers expect from a premium SUV. The illuminated Volkswagen logo further modernizes the appearance and adds a distinctive technological touch.”

How much freedom do you have in altering the proportions or silhouette during a mid-cycle update versus a full redesign?

Felipe Montoya: “In a mid-cycle refresh, the proportions and silhouette remain largely fixed due to platform constraints. However, we can still achieve a surprising visual transformation through strategic updates to key components—such as lighting signatures, grille design, and lower body elements.

“With the Touareg facelift, these updates create a more progressive and confident appearance, while at the same time remaining sovereign. This demonstrates that even within defined parameters, there’s significant room for visual evolution.”

INTERIOR

What aspects of the interior do you typically target for updates during a mid-cycle refresh, and what drove your decisions for the new Touareg?

Nuretdin Seker: “With the Touareg facelift, we focused on enhancing both perceived quality and digitalization—two key expectations in the premium SUV segment. This led to refinements in the Innovision Cockpit with improved display resolution and faster system responsiveness. Additionally, we upgraded the padding on door armrests and the center console to improve everyday comfort. These were the touchpoints customers interact with most, so even small adjustments here have a big impact.”

How do you enhance perceived quality and luxury without a complete interior redesign?

Nuretdin Seker: “It’s about elevating what customers see and feel every day. For the Touareg, we introduced high-quality new trims and improved surface finishes. Enhanced ambient lighting creates a more sophisticated atmosphere, and small but important details like decorative stitching and refined padding on frequently used areas contribute to a heightened sense of luxury. These are subtle, but together they transform the interior experience.”

In what ways did user feedback and changing customer expectations influence the refreshed cabin layout or materials?

Nuretdin Seker: “User feedback is crucial in a refresh program. Many customers asked for more intuitive digital interfaces and improved material feel. That’s why we updated the Innovision Cockpit for faster, clearer functionality and introduced wireless Apple CarPlay and Android Auto—making everyday digital use more seamless. On the material side, we focused on areas that directly influence perceived quality, such as softer padding and upgraded textures in key zones like the center console and door panels.”

How do you integrate new technology—like updated infotainment or driver-assistance systems—seamlessly into an existing interior design?

Nuretdin Seker: “It’s about thoughtful integration without disrupting the clean design language. In the updated Touareg, we maintained the established dashboard architecture while refining the Innovision Cockpit for higher resolution and improved usability. New driver assistance systems and digital functions were integrated directly into the familiar interfaces, allowing existing customers to feel at home while benefiting from the latest innovations.”

Can you explain the process of refining comfort and ergonomics within the constraints of an established platform?

Nuretdin Seker: “Comfort and ergonomics are part of the Touareg’s DNA. Even within the same platform, we fine-tuned seat foam density for improved long-distance comfort and refined control placement for better accessibility. The introduction of a new roof load sensor also helps enhance vehicle stability, improving the overall driving experience. Small optimizations like these demonstrate our commitment to continuous improvement, even without starting from scratch.” | vw.co.za

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