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01/09/2026

This is the first in what will, hopefully, become a series of informal chats with those members of the automotive design industry who have a) something interesting to say and b) no press officer behind them, keeping them from doing so.

Despite his not quite advanced years, Felix Kilbertus has already plenty of experience under his belt, having worked at Renault, FCA and Rolls-Royce in the past.

Most recently, he’d been acting as Pininfarina’s Chief Creative Officer.

Now running his own consultancy, The Ikari Institute, Felix is distilling his extensive experience within all kinds of corporate contexts into independent design counsel.

On top of that, he co-hosts a podcast on automotive design and brand management, Make It Pretty Please.

24/08/2026

Show Me Your Showroom and I Will Tell You Who You Are, Pt IX: Mercedes-Benz

As physical embodiments of corporate strategies go, Mercedes-Benz Studio Odeonsplatz is a prime example, as it appears to precisely represent the brand under the somewhat wayward leadership of CEO, Ola Källenius.

At several points in recent years, Mercedes was rigorously focusing on becoming a predominantly BEV brand, before pursuing a ‘luxury strategy’ that, among other measures, meant the brand’s long-standing association with the German taxi trade was ended. Now Mercedes is trying to be many things to as many different customers—taxi drivers included, once again.

It’s not that Studio Odeonsplatz is carelessly decorated—far from it. Clearly, a lot of effort (and money) was spent to try & make this an appealing space, courtesy of high-quality furniture and a diversified layout. Many a chair and lamp that might otherwise be found at a recently opened, upscale ‘design’ hotel are also on display at Mercedes’ Munich showroom.

But a branded, brushed metal-look counter proves rather revealing: It is presenting a coffee table book (Inventions—A Visual Encyclopaedia), with a Poulsen Panthella lamp placed on top. One might conclude that the intent here was to create an arrangement that seamlessly associates the Mercedes brand with the wider concept of design excellence. But having a lamp on top of some book, which itself is on a seemingly randomly-placed countertop?

(continued in the comments)

14/07/2026

Let's jump back in time, into the future, and celebrate the BMW i8—in this belated AUTO DIDAKT design review:

There was a time when the future of car design seemed exciting. I...

14/07/2026

The car of the future used to be exciting. None more so than the BMW i8, as explained in this AUTO DIDAKT Design Review.

Only on YouTube: 

 futuristicdesign supercar

10/06/2026

Volkswagen Passat (B7)

AUTO DIDAKT Coffee Break Design Review

If you like this little car design snack, visit our YouTube channel for a full meal of other, full-length design reviews.

04/06/2026

Mercedes-Benz EQE SUV (X 294)

AUTO DIDAKT Coffee Break Design Review

If you like this little car design snack, visit our YouTube channel for a full meal of other, full-length design reviews.

28/05/2026

Before discussing the merits and demerits of the Ferrari Luce’s design, one must consider the kind of story it is tasked with telling.

No, this was never supposed to be the next chapter in the history of the world’s proudest, most storied maker of unashamedly irrational motor cars.

The story the Luce is supposed to tell isn’t meant to result in Rosso Corsa-blooded enthusiasts trading in their V12 GTs. Its story is aiming at an altogether different audience, for a purpose other than furthering the sports car. The Luce was created, first and foremost, with the stock market in mind. 

For there, Ferrari has been valued like a luxury brand for years—rather than just another maker of cars. So imagine if Ferrari was to prove it’s not just any old luxury business either, but the most luxurious among tech businesses.

Telling these kinds of stories is how the truly gargantuan bucks are made these days.

Enter titans of design, Marc Newson and Jony Ive, who are also doing business with the likes of OpenAI—if anyone could redefine automotive design for the electric age, it’s the genius behind Apple’s most celebrated devices and the Australian who once came up with the world’s most expensive aluminium chair. Right?

Either out of naïveté, ignorance or arrogance, these two revered product designers elected to ignore many of the lessons learned over the course of more than a century of automotive design history. To say nothing of Ferrari’s and Pininfarina’s legacy—beyond a handful of logos, air vent shapes and gauge graphics.

Ferrari has every right to try and reinvent itself as a luxury tech brand. It also has every right to have a car designed in ways that openly eschew the craft of car design.

Then again, absolutely nobody is using a classic 2007 iPhone today. Applying the tech approach to car design is, it would appear, a risky business. 

Especially since this luxury-tech empire’s foundation rests upon legacy, romance and passion. None of which the Luce embodies.

26/05/2026

On the occasion of Milan Design Week, .worldwide presented Journey of Projection—an exhibition of all the brand’s show cars of the past five years.

Those five designs, all of which have spawned production versions, led towards the Vison Meta Turismo: Kia’s most recent concept car, and a teaser less for a specific production car, but the upcoming generation of Kia designs.

Here’s a brief teaser of an overview of where Kia’s ‘Opposites United’ design theme is currently finding itself—and where it might be going next.

19/05/2026

Mercedes-Benz S-class (W 221)

AUTO DIDAKT Coffee Break Design Review

If you like this little car design snack, visit our YouTube channel for a full meal of other, full-length design reviews.

14/05/2026

This is how to Taycan.