Creating a new car brand with five unique models for Auto Zeitung was an absolute blast.

Throughout my career, I've had the opportunity to work on some very cool car design projects, but every once in a while, a truly special project comes along. This past month, I had the chance to create a new car brand, complete with five distinct models, logo and all, for Auto Zeitung magazine. It was an absolute blast!

The brief was straightforward yet exciting: design five cars, each fulfilling a unique request from a magazine editor, addressing gaps in the current vehicle lineup. The editors wanted cars they’d love to use and drive daily. The general consensus was clear: today's cars have become too big, too heavy, overly complicated, and filled with touchscreens, losing their essence and identity in the process.

Creating these models was a refreshing challenge, and it reminded me of the core principles that make cars truly enjoyable and functional.

AZ Shooting Brake

The automotive industry has been banging on about lightweight construction for years, but "light" never really means "light" – just "lightened." Performance cars still tip the scales at over two tons, even with carbon roofs and other so-called weight-saving measures. Audi RS 6 Avant? - 2075 kilograms. BMW M5 CS, despite carbon bucket seats, reduced insulation, and carbon-ceramic brakes? - 1.9 tons. Mercedes-AMG C 63 with a four-cylinder plug-in hybrid? - 2.1 tons. Ridiculous.

We crave a car free from this chronic automotive obesity, echoing the featherlight, unfiltered joy of a Lotus Exige. Picture this: four seats, a bit of trunk space, and weighing no more than 1.5 tons – that's the dream! No need for active suspensions, roll stabilization, or computer aids to mask an extra half-ton. We prefer smart omissions that not only enhance driving pleasure but also champion resource conservation and low energy consumption. Sound insulation? Forget it. In our "AZ Automotive Shooting Brake," you should hear every bit of the driving experience. We're not delicate.

Four different driving modes? No thanks. We prefer an honest setup for pure driving joy. This car always drives the same way – and it’s damn good. Our motto: lightweight construction through consistent omission.

Performance? Absolutely necessary. Space-saving, high-torque electric motors on both axles provide ample power and help keep dimensions in check. An electronically controlled, wheel-selective torque distribution ensures brutal driving fun, while a solid-state battery, with compact dimensions housed in the floor, keeps the center of gravity low and offers a range of at least 500 kilometers. Aerodynamics and low weight are key.

We don’t mind contemporary safety features, but we like to be in control. Assistance systems? Only if they’re non-intrusive and can be turned off. Comfort? Think Premium Economy: pleasant spaciousness, good ergonomics, and functions that feel like a firm handshake. No glossy black trim – just honest materials.

The powerful solar cells on the roof and front hood power the air conditioning and other auxiliary systems. Inside, the "AZ Automotive Shooting Brake" features control elements ergonomically angled towards the driver, inspired by the first BMW 3 Series (E21). Recycled materials make up the manually adjustable sports seats in the front, and in the back, individually foldable and removable rear seats – reminiscent of the Skoda Yeti – steal the show. That’s why we call this car a "Shooting Brake."

AZ Baja

When it comes to the likes of Porsche and the Huracán, the Auto Zeitung editorial team has been utterly captivated by the concept of a road-friendly, rally-capable machine. The 911 Dakar and Huracán Sterrato are products of this adventurous mindset, each attempting to blend rugged DNA with sporty aesthetics. But isn't there room in the automotive world for the reverse? How about a mighty sports car wrapped in classic off-road design?

Think about it. Classic off-roaders like the Wrangler, Defender, and G-Class are built for practical, slow driving. What if we took this traditional off-road format, added four seats, trunk space, and indestructibility, then injected it with raw power, impulsive dynamics, and a suspension designed to conquer any terrain? The result would be an off-roader built for speed – our dirty dream.

We could look to the race cars of Formula Extreme E or the Baja 1000 for distant inspiration. However, their stripped-down minimalism wouldn’t suit the "AZ Automotive Baja." Our Baja would handle the supermarket run, weekend getaways, and the daily commute with calm efficiency. It would have good manners, high-quality, functional, and sporty details. The cockpit would mix essential club sport elements with camping functionality: robust, stylish materials from the outdoor industry. Breathable fabrics and wool felt would replace leather, Alcantara, and carbon fiber.

Functionality would be enhanced with holding nets and safety solutions sourced from mountaineering equipment manufacturers. Additionally, we're in talks with Porsche and BMW about powertrains – whether we end up with the 911 GT3’s four-liter boxer engine or BMW M’s three-liter twin-turbo inline-six remains to be seen. Both engines can handle daily driving and unleash fiery performance – exactly what we're after.

The heart of this beast lies in the suspension: manually adjustable dampers from Swedish manufacturer Öhlins. With a few clicks and turns, the chassis can shift from "feeling the road" to "taking on rough terrain," without needing computer or motorized assistance. The "Baja" is a thrilling sports device for active, self-thinking individuals.

AZ Standard

Picture this: At the presentation of the new VW Passat two Auto Zeitung editors are tasked with experiencing the supposedly much-improved comfort of this latest model. They sit, they listen, they feel. And yes, the comfort is indeed very good - but it was already good in the previous model. "Why are they still spending money on this?" one of them asks. "They could have just kept the last Passat, made it a bit cheaper and more economical, and called it a day." This got them thinking...

Why not use good technology from yesterday and make it more affordable instead of endlessly spinning the innovation wheel?

Somewhere around the Golf VI, Germany's quintessential middle-class car hit its peak. Enhancements in function, comfort, driving dynamics, efficiency, and price-performance became marginal at best, sometimes even regressing. So, "AZ Automotive" is negotiating with Volkswagen AG to acquire technology packages from the Golf V and VI generations. The mission: create a modern Golf stripped of adaptive, connected gimmicks, distilled to its timeless essence.

While the current Golf VIII boasts 30 engine variants, the "AZ Automotive Standard" will offer three. Our focus? Maximum fuel efficiency and bulletproof reliability with a 90-horsepower three-cylinder diesel and a 120-horsepower three-cylinder gasoline engine. Unscheduled workshop visits would be a personal failure for "AZ Automotive" management. We're committed to the Golf legacy with the "Standard," which is why we'll also have a playful GTI version packing a punchy 160 horsepower.

Across all engine variants, the "Standard" will weigh no more than 1000 kilograms, ensuring low consumption and spirited driving. The suspension drives, the brakes brake, and the steering steers. We all know how this should feel: trustworthy, friendly, smooth, and safe.

We'll only include the legally mandated safety and assistance systems - under protest, mind you - leaving the costly race towards autonomous driving to other manufacturers. Inside, expect bone-dry functionality. With our absolute touch display ban, we're ahead of the curve (and the EU regulations we foresee). Rotary knobs and buttons will reliably control essential functions - and there are no non-essential functions in the "Standard." Yet, we do desire one extravagance: the checkered fabric seats in the GTI.

AZ Mini-Max

When we're squeezing ourselves into Fiat Panda rental cars on Mediterranean islands during vacation, it strikes us that these beach loungers on four wheels might just be the ultimate automobile. They glide through narrow alleys, earn character with a bit of patina and a few dings, handle both serpentine roads and gravel paths with ease, and charm us with their delightful simplicity. It's all about good vacation vibes on wheels – no wrestling with complex controls or modern gimmicks, just pure Dolce Vita.

9000 Euros Maximum – What Isn’t There Can’t Break

Naturally, such a car would be a powerhouse for everyday use at home too. Enter the "AZ Automotive Mini-Max" – not a boring budget model, but a highly emotional passion project. This little wonder is powered by a robust inline two-cylinder engine – we might even borrow the motorcycle engine BMW used as a range extender in the first generation i3.

A compact torque converter automatic transmission ensures ease of operation, and with a target top speed of 120 km/h, a four-speed gearbox would suffice. The small engine leaves enough space in the front for pedestrian-protective crumple zones to meet current crash regulations. The body is made from bonded steel sheet structures with powder coating, and the body panels are crafted from colored plastic elements that can be easily replaced if damaged.

Tech enthusiasts will love the translucent body panels with a view of the internals, while environmentalists will appreciate cladding made from recycled ocean plastic waste. The car’s specifications prioritize off-road capable ground clearance for rural use and a minimal turning radius for urban environments. Safety in driving is paramount, and if there's a touch of cornering agility, the engineers have hit the mark.

Inside, we want robust surfaces, a preference for visible technology over flashy design, and no objections to plastic. The highlight is airy mesh seat surfaces on feather-light tube frames, which can be removed and fully adjusted. You should be able to load long items up to the dashboard or even spend a night in the "Mini-Max" with all the seat-backs folded down.

Windows are rolled down manually, and infotainment comes from a smartphone – all we need is a charging dock and a mount for common Bluetooth speakers. After the drive, simply take the portable speaker to the beach – that's something only we can do.

AZ Bus

Ever get the feeling that car designers and engineers have never actually wrangled kids? The so-called "family cars" on the market often miss the mark—too pricey, too complicated, too fragile.

Enter the "AZ Automotive Bus," the vehicle that truly understands family needs. With a four-cylinder boxer diesel engine mounted under the floor, it delivers a solid 130 horsepower—more than enough. It's got the torque and fuel efficiency that matter most. On country roads, it hums along at 80 km/h, and on the highway, it tops out at 140 km/h. Perfect for cruising through family life with ease. A smoothly shifting torque converter automatic transmission is essential. We're still debating a moderate electric drive option as a second powertrain, offering 120 kW and a range of up to 400 km—realistically 300 km, with charging stops doubling as bathroom breaks. Ideal.

Function and Versatility at Max Power

The design is straightforward, with form following function: good visibility, large windows, easy to clean, and easy to park. Sliding doors are a must to prevent kids from banging them against neighboring cars or garage walls. The exterior is rust-free stainless steel, color options are nonexistent, but you can jazz it up with decorative decals from the "AZ Automotive" online shop. Built-in airline tracks on the body let you attach sunshades, seats, grills, coolers, hammocks, and more for camping or picnicking. The roof is modular—you can order a pop-up sleeping roof, a sports and expedition variant with mounting tracks, or leave it off for convertible cruising.

The interior is where things get truly exciting: no delicate, smudge-prone piano lacquer here—just powder-coated surfaces, door panels with durable vinyl covers, and vinyl flooring. Choose from flower meadows, sandbox designs, or wood plank looks, and swap out the flooring as you please. Tracks run the length of the bus, allowing the nine seats to be moved, rotated, folded, or reclined at will. We’ve invested heavily in ultra-light seat frames that are high-tech and easy for anyone, even petite women, to remove or install.

Infotainment? The smartphone mirrors onto the display in front of the driver and is controlled via a rotary knob on the steering wheel. Touch is out. For audio and climate control, we've borrowed the rotary knobs and toggle switches from an old Marshall guitar amplifier: volume front, volume back. More bass, less bass. More treble, less treble. Temperature front as a blue-red rotary knob, the same for the back, and the fan control follows suit. Climate on/off? Toggle switch. Click, click. Rock 'n' roll.

Kids growing up in this car might just see all those touch-based gimmicks as "cringe" stuff for "boomers."