Driving in this morning we realized that small cars were suddenly looking sweet. Take The Ox, a concept design by Norwegian car maker Think. The size of a Toyota Prius, this baby is pure electric, goes 0 to 60 in 8.5 seconds, and can run more than 120 miles on a single charge. The car is slated for release in two years for about $25k.
Which is curious. Why do we respond to this design and suddenly crave smaller curves of sheet metal? Does our subconscious realize that resources are scarce? Perhaps it’s the vibe we get before a hot summer, when everyone wants to disrobe, go on a diet, and work on the six-pack … because heavy consumption in times of heat just doesn’t feel right.
We bet this type of efficient design will embed itself in other products, as the combined weights of recession, high energy costs, environmental guilt and consumer conversion to a very visible product — small cars you see every morning — make little the new big. Designers, time to go on a diet.