Dieter Rams is Germany’s best-known functionalist industrial designer and is world-famous. He designed iconic products for Braun, including the T3 pocket radio in 1968. Forty years later, this hit design inspired Chief Design Officer at Apple, Jony Ive, to such an extent that he used it as the basis for the first iPod – the precursor to the iPhone. Rams views good design as being innovative, purposeful, aesthetic, user friendly, well thought out, honest, and environmentally friendly. Good design is as little design as possible. This is summed up in his guiding principle: “Less but better.”
In the world of modern mobility, this means that automobiles should also be functional – and the new ID. Buzz is precisely that. As a high-tech “Bulli” with the latest generation of software, it can be transformed via over-the-air updates and upgrades. With a state-of-the-art UI/UX (user experience), it is reduced to the essentials, and thus progressive, when it comes to useability.
Or, in the words of Poul Henningsen, the inventor of the PH5 lamp for Louis Poulsen in 1958: “The future just happens, progress does not.” This approach has also been taken with the new ID. Buzz.