14:47 04-03-2026

Stellantis outlines design strategy for EV brand identity

At a design conference in Rüsselsheim, Stellantis executives outlined their strategy for developing the group's brands during the transition to electric vehicles. The group's head of design, Gilles Vidal, explained that the goal is to strengthen the distinctiveness and individuality of each of the 12 brands so that their core values are easily recognizable to customers.

He noted that the shift to electric platforms opens up new possibilities for proportions and layout. However, he cautioned that an overly futuristic aesthetic could negatively impact how the market perceives these vehicles.

Opel's chief designer, Mark Adams, added that buyers primarily want an attractive car, regardless of its powertrain type. According to survey results, customers are not necessarily seeking a radically unconventional appearance simply because a vehicle is electric.

Opel adheres to a design philosophy called 'Purity,' which blends modernity with a restrained form. Examples include the updated Astra, featuring the Vizor front end and Pure Panel interior. The next step will be the new Corsa, expected by the end of the year.

The company also plans to reintroduce bolder colors in its interiors. Management believes the market is ready for more variety in cabin styling. This approach will shape the look of new vehicles launching in 2026 as part of Stellantis's broader strategy to reinforce brand identity in the era of electrification.