Andreas Mindt, head of design at Volkswagen, is being hailed as a Design Hero for 2024. Mindt, who previously worked on projects such as the ID 2all, has been tasked with reinvigorating the Volkswagen brand and bringing fresh life to its designs. His approach involves striking a balance between modern design and retro flourishes, while also embracing the brand’s traditions without getting stuck in the past.
Mindt’s connection to Volkswagen runs deep, as his father was a designer for the company and his parents owned a Beetle. He grew up in Wolfsburg, the birthplace of Volkswagen, and has a deep understanding of what the brand represents. Mindt’s personal experiences with Volkswagen vehicles, such as learning to drive in a diesel Golf and owning a Beetle, have influenced his design philosophy.
When given the task of designing a small electric VW model within six weeks, Mindt drew on his decades of thinking about the brand and its heritage. He wanted to capture the optimistic and friendly nature of the Beetle, which he describes as a car that is not aggressive but rather self-confident and happy. This approach aligns with Volkswagen’s goal of being the friendliest car in the room.
In addition to the ID 2all, Mindt and his team have been working on various other models and designs for Volkswagen. They are currently working on 49 model lines and 150 different models, with a focus on creating region-specific designs that cater to different markets. For example, the ID Code concept unveiled in Beijing showcases design cues for future European models while also incorporating elements specifically tailored to the Chinese market.
Mindt’s passion for design is evident in his work and his commitment to creating cars that are packed with Volkswagen’s “secret sauce.” He believes that every design should have a purpose and function, rather than simply being decorative. By incorporating small design cues and paying attention to details, Mindt aims to convince purists that Volkswagen is staying true to its past while also pushing forward with new and innovative designs.
With Mindt at the helm, Volkswagen’s design future looks promising. His ability to blend modern design with traditional elements, his understanding of the brand’s heritage, and his commitment to creating region-specific designs are all key factors in revitalizing one of the world’s biggest car marques. As Mindt continues to work on new models and designs for Volkswagen, it’s clear that the brand is in safe hands.
