Making Memories

Mr. Mindt, who are you and what drives you?

First of all, I’m a dreamer. And second, I’m good at bringing people together. I think I have a real knack for that – getting people to collaborate and find solutions in all kinds of situations. I want to support people who express their passion through their work. That fits our brand – and I like that personally, too. We want to turn dreams into products that lots of people love, that they remember. That’s the goal.

You once said your job is to translate Volkswagen’s brand identity into design. So what defines that identity?

The brand identity really comes from the people who drive our cars, from our customers – though we don’t actually like to call them customers. They’re our fans, the ones who interact with the brand every day. Like when someone puts a sticker on their VW – the car becomes part of who they are. They’re making memories. That’s the core of our brand. It’s even part of our advertising and brand messaging: “Making Memories.” It’s not about the past. It’s about creating new memories for the future.

And what about your design values – stability, likeability . . . and the “secret sauce”?

Stability brings us back to the VW Beetle. It’s the bedrock of our brand. That starts with the design – the signature ellipsoid shapes give the car visual stability. And of course, it was famously reliable. People still say: “It just keeps on running.” That’s absolutely part of our DNA. If something doesn’t work right in a VW, satisfaction ratings drop instantly. So we’ve got to get that part right – and reflect it in the design. A Volkswagen has to give off this message: if it hits a wall, the wall falls down – not the car.

What about likeability?

That matters to me because I genuinely believe that regular people want to be likeable. Not aggressive. Not hyper-cool. Just optimistic, hopeful, positive. We’re positioned in the middle of society, so everything about the brand – from the gatekeeper to the garage, all the way to design – should feel friendly and relatable. I was just sitting in the production interior of the new ID.2. It’s really good. Soft padding, pleasant materials – no cheap rubber or plastic. It feels like a modern living room. The ID. 2X concept car will offer a near-production preview at the upcoming IAA.

And the “secret sauce”?

That’s meant to be provocative – and I’m glad it gets people talking. The “secret sauce” is made up of three things. One, we don’t take ourselves too seriously. Like the golf-ball gear knob in the GTI – it still makes people smile forty years later. Two, we give people more than they expect. The padded fabric in the ID.2, for instance – you sit down and think, wow, this feels better than I imagined. And three, the hidden sportiness. The GTI is the perfect example. Looks like an ordinary car, drives like a thrill. It’s all about blending in – but having fun while you do it.

Sounds like a good friend, the kind for shared adventures . . .

Exactly. A buddy you’d steal horses with. That’s the vibe of the ID.1 too – the pal you call when you need to move a couch. And he shows up, glad to help. When you’ve got such a clear image, you can communicate it to the designers in a way that’s easy to understand – and motivating. Then things just start rolling. Ideas pour in like an avalanche. Sometimes even I’m surprised by what comes out of it.

( … )

→ Read the entire interview in the new 
ramp #68 »Happy as a Clam«.