The design study was developed to shape the direction of the brand's electric future.
“This is the first look at our design direction to an electrified future,” says Dave Marek, Acura’s executive creative director. “Moving as a performance brand in the era of electrification, how do you communicate performance detailing when you don’t have the traditional enablers like quad exhausts, etc.
Acura executives say that the company is developing its own proprietary electrified platform, though details have yet to be announced. As with all carmakers who find themselves wondering what to do with a front face in the days where large grille openings are no longer needed, Acura designers kept many of their signature stylistic elements, such as the pentagon-shaped grille.
Unlike many electric show cars that envision the interior as only a lounge space, Marek and the design studio created a dual approach, with a driver-focused cockpit that uses a yoke-style steering wheel and driver’s display inspired by Formula 1 cars. A relaxing mode would, in theory, allow the car to take over autonomously. But, Marek underscores, “We are a performance brand, so if the wheel doesn’t disappear, it’s not the end of the world.
Lit from behind, the grille features a slightly raised diamond pattern punctuated by large, illuminated branding. “As engines go away it’s going to be an interesting time,” says Jon Ikeda, Acura’s vice president and brand officer. “With this car, we have the potential to break the rules a little bit and challenge our engineers. Yet we are talking about a business here also. It takes time to grow.
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