“We don’t think cars will solve the world’s problems”.

Transportation Design | Think Piece

Cars won’t solve future mobility challenges on their own. Not everywhere, not for everyone. What’s really needed is a mix of solutions – built around specific needs, shaped by local context, and designed for real people.

We know this from experience. Our teams get called in when mobility companies want a fresh perspective. We’ve worked with start-ups building from scratch, and established brands looking to move beyond just the next feature or facelift. Some want clarity on what they offer. Others want to innovate their service, or design something people genuinely want to use.

In all cases, we start with people. What do they need? What kind of experience will work in their world? Think about a student in rural India riding a 125cc bike to class. Or a Parisian commuting on a scooter. Or a CEO using an air taxi to avoid São Paulo traffic. Each one needs something different. And that’s exactly the point.

Instead of offering the same solution, we go deep into the context. And build from there.

The pace of change sped up in 2020. Lockdowns made us question the daily commute. Some moved out of cities. Streets turned into pedestrian zones. Business travel was replaced with Zoom and VR. And many of us took a hard look at the cost of mass tourism. But these shifts didn’t come out of nowhere. They were already underway; 2020 just pushed them forward, faster.

We also saw a change in how people spend. Less buying overall, but more interest in quality. That had a real impact on two-wheel mobility. Sales of ‘fun vehicles’ (like scooters, e-bikes, and motorcycles) soared. Forbes reported 3.7 million e-bikes sold in Europe in 2019. By spring 2020, sales were up 23%. Projections show 17 million e-bikes sold per year by 2030. With more people choosing bikes, many urban planners and citizens aren’t keen to return to car-heavy streets.

In our opinion, we see fewer purchases but better choices. That means mobility companies need to rethink what they’re really offering. Not just tech, but a brand experience that means something. We’re already seeing this in Asia. Young people with clear lifestyle goals are pushing brands to deliver more than just function. They want products that reflect their values – design, experience, and identity all included.

At the same time, premium mobility is gaining ground. Robo taxis. VTOL air taxis. These aren’t compromises, they’re seen as better options. Mobility without a car can feel aspirational. And when it does, more people will choose it.

The next wave of consumers (Gen Z especially) will shape this landscape even more. They’ll ask questions brands need to be ready for: What’s your purpose? What’s your impact? Are you being honest? This generation values experience, transparency, and positive impact. If it makes them feel good, looks good, and does good, it has their attention. But “good” isn’t one-size-fits-all. What matters in Berlin won’t look the same in Cairo.

That’s why understanding context – on the ground, and in people’s lives – is more important than ever.

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