Why Are Car Designers So Obsessed With Challenging Styling Lately?
If you’ve scrolled through car news recently, you’ve probably noticed a trend: bold, sometimes polarizing designs that spark heated debates online. Take the Bentley EXP 15 concept, for example. When its studio shots hit the internet, you could almost predict the flood of mixed reactions—everything from “Jaguar-lite” jabs to outright “yikes.” But here’s the thing: Bentley surely anticipated this. So why do automakers, especially luxury brands, keep pushing the envelope with such daring looks?
Are Designers Purposely Making Cars Harder to Love?
It’s a fair question. After all, car designers are experts in aesthetics—they know what’s traditionally considered beautiful. Many lead enviable lives, surrounded by style and taste. So, why intentionally create something that’s divisive or even, dare we say, unattractive?
Some in the industry argue that instant beauty can be fleeting. The idea is that if you fall in love with a car at first sight, its appeal might fade over time. On the flip side, a “challenging” design could grow on you, revealing new details and character as you get to know it. But does that really hold up? Think about the Aston Martin DB9—universally praised from day one, and still a head-turner years later. Meanwhile, the first-generation Porsche Cayenne was widely panned for its looks, and, let’s be honest, it hasn’t exactly aged into a classic beauty.
Is Life Too Challenging for Challenging Cars?
Let’s get real for a moment. Most of us are already juggling enough daily headaches—rising insurance rates, endless paperwork, family health scares, and the general “sludge” of modern life (a term popularized in behavioral economics to describe all those little frictions that wear us down). In that context, do we really need our cars to challenge us, too? Isn’t there something to be said for a vehicle that offers a bit of visual escapism, a moment of delight amid the grind?
Brands like Morgan have built their entire ethos around this idea. Their cars are designed to be joyful, almost whimsical escapes from the everyday. It’s a reminder that not every automotive experience needs to be a test of our aesthetic patience.
Do Bold Designs Actually Hurt Sales?
Here’s where things get interesting. Despite the noise online, “challenging” cars often sell just fine. The Porsche Cayenne, for example, has been a commercial juggernaut for years, regardless of what the comment sections say. In fact, some research suggests that polarizing designs can actually help a brand stand out in a crowded marketplace. According to a 2023 study by McKinsey & Company, consumers are increasingly drawn to products that evoke strong emotions—even if those emotions are mixed at first.
But there’s a fine line between memorable and off-putting. While some buyers appreciate the uniqueness, others may be turned off entirely. The key is knowing your audience and understanding what risks are worth taking.
What Drives Designers to Take These Risks?
It’s not just about standing out. The automotive world is in the midst of a massive transformation—electrification, autonomous tech, and new materials are all shaking up what’s possible. Designers are seizing this moment to redefine what a car can look like. Julian Thomson, a respected industry veteran, recently noted that challenging designs can push the conversation forward and inspire innovation across the board.
There’s also a practical side: concept cars like the Bentley EXP 15 are often testbeds for future design language. Even if the exact model never hits showrooms, the ideas and themes can trickle down into production vehicles, shaping the brand’s identity for years to come.
Is There Still Room for Timeless Beauty?
Absolutely. While the pendulum may have swung toward the bold and unconventional, there’s always a place for classic elegance. In fact, a recent survey by J.D. Power found that “timeless” design remains one of the top factors influencing luxury car purchases. People still crave that feeling of seeing a car and thinking, “Wow, that’s gorgeous”—the same way you might smile at a dog with its head out the window.
So, What’s the Takeaway for Car Lovers?
It’s a fascinating time to be an automotive enthusiast. Designers are experimenting more than ever, sometimes missing the mark, but often creating cars that spark real conversation. Whether you’re drawn to the avant-garde or prefer the tried-and-true, there’s never been more variety on the road.
If you find yourself longing for beauty in a world that feels increasingly complicated, you’re not alone. And if a car makes your eyes light up—well, that’s something worth celebrating. After all, isn’t that what great design is all about?