The Secret Sauce

The 3rd-generation VW Tiguan has just been launched in SA – and, in a VISI exclusive, we chat to both the exterior and interior designer of this popular family SUV.

WORDS Steve Smith PHOTOS Supplied

What you’re looking at here is a real design challenge. Globally, it’s been Volkswagen‘s top-selling SUV, with more than 7.4-million Tiguans driving out of showrooms since the model was first introduced in 2007. And South Africans have loved it too – 41 000 of them have been sold here.

That’s quite a legacy, and designing a successor must come with a degree of pressure. In our exclusive, VW’s exterior designer Thorben Kochs and interior designer Ingo Brückmann reveal how they approached this design project.

EXTERIOR DESIGN: THORBEN KOCHS

What is the biggest challenge you face when asked to design a new version of a successful model?

“I think the biggest challenge is to find the right balance between an evolutionary approach and a ‘future-ready’ progression. On one hand, you have to make sure that you keep the core values of the product and work with a successful recipe; on the other, you have to take a step into uncharted territory to stay fresh and relevant for future success.

“We start with a deep analysis of what the car and its design stand for. We look at the proportions, the core message of the design language, and the essence of the product. In addition, we gather feedback and wishes from customers; we then look at the competition and make an analysis of the market environment to produce a detailed brief and ensure that our new direction meets the needs of our customers and the market.

“With a good brief and a direction for our design, we start the design process, during which we explore many different styles and themes. We filter these down through many stages, until a final direction is chosen for the production car development process.”

In what way did you want to move the previous generation’s design language forward?

“The new Tiguan is more sporty and elegant without losing any of its space and practicality. The Tiguan has always had a stable look, somehow solid. The monolithic appearance, a strong, powerful body and a sporty cabin are key features of the Tiguan’s product identity. The new car got stronger shoulders, and we combined all the functional elements, such as air intakes and air curtains, in a VW-typical logical way. And the car has a sympathetic overall character.

“With this vehicle, you are never underdressed. Wherever you go, you will look good in a Tiguan. That’s why the Tiguan is our bestseller. It’s the perfect all-rounder: good-looking, practical, innovative, efficient and spacious. Everything is developed with a view to our customers.”

INTERIOR: INGO BRÜCKMANN

Run us through the broad design approach that VW applies to all its interiors.

“Our core elements are ‘stable’, ‘likeable’ and ‘secret sauce’. These elements shape the foundation in all areas that are touched by design. Whether you are looking at the exterior, the interior or the overall user interface, these three elements are always there – and you can easily see the examples where our core elements are applied to the Tiguan’s interior. The calm horizontal main theme and logical cabin layout are perceived as stable. Putting the occupants and their needs front and centre promotes a likeable experience. And in the tradition of the famous ball shifter in the original Golf I, there are Easter eggs and little surprising touches to be found in our interiors – this is the secret sauce that keeps the journey exciting!”

What was the guiding design principle behind the new Tiguan’s fundamentally redesigned interior?

“First and foremost, the new Tiguan’s interior is a space for humans, which is the most important value of interior design. Its main theme consists of two distinct architectural elements, creating balance and cohesion.

“The first element is the so-called ‘digital world’, located above the main horizontal line. A 15-inch centre screen and a floating digital panel surround both the driver and the passenger, creating a modern digital universe within the car. The overall impression is that of a digital device, combining pure shapes and modern materials with precise details.

“Sitting underneath the main horizontal line, you’ll find the second element – the ‘tactile world’. This area extends sideways into the door panels, and is designed with classic, soft, high-quality materials, featuring impressive tailoring. This creates a pleasant – and premium – spatial experience, and a comfortable, home-like feeling.” | vw.co.za