Designers are like all other artists: their work evolves but also can take sweeping and abrupt changes. A designer’s cars might take unique shapes in certain years, only to go wild in the other direction right afterwards.
Such is the 2010 Renault DeZir concept — designed when Laurens van den Acker was freshly recruited away from Mazda. Van den Acker’s ‘Nagare’ themes at Mazda were all about sharp creases formed out of a wind-swept surface. He designed a half-dozen Mazda’s with this theme intact – and it is perhaps epitomized best in the Furai concept hypercar.
If the Furai was a ‘fighter,’ the DeZir is a ‘lover.’
So what is this DeZir, then? It is both the anti-Furai — the zen and peaceful supercar. An EV powertrain means the outside is simply sumptuous and curved and lovely — without a sharp crease almost anywhere on its lipstick-red form.
Delicate inward shaping and structure appears on the front and rear fascias, which are both sunken into the negative space of the nose and tail — contrasting the outward curves of the rest of the DeZir.
Second DeZir purpose and reason-for-being? Outline a new fantasy nose for the Renault brand overall. The new Clio and many others would soon take the DeZir’s slimline grille to production — and the latest World Series Renault racecars bring these soft but purposeful design themes to life — if only on the racetrack.
But th4e DeZir’s main reality is to be a fantasy sex idol — with lingerie-clad models virtually dripping with passion and lust even in the press photos.
2010 Renault DeZir
FROM DEZIR TO REALITY
Renault has provided a preview glimpse of its new concept car, DeZir, ahead of this year’s
Paris Motor Show. DeZir stands out as an illustration of the brand’s commitment to more
DeZir’s sensuous lines and bright red finish express passion. Powered by an electric motor,
DeZir is proof that environmental concern and a love for cars are by no means incompatible.
The DeZir project is the first to have been led by Laurens van den Acker and marks the start of
a sequence of concept cars that will provide an insight into Renault Design’s new vision for the
It also lays the foundations for the styling cues of Renault’s forthcoming vehicles.
The public will get its first opportunity to see DeZir at the 2010 Paris Motor Show.
DEZIR: THE FIRST EVIDENCE OF RENAULT DESIGN’S NEW VISION FOR THE FUTURE
Under the leadership of Laurens van den Acker, Renault’s Design Department has taken its inspiration
from the brand’s new signature ‘Drive the Change!’ and explores Renault’s styling roots to express the
company’s powerful human dimension via a new strategy founded on the notion of the ‘life cycle’.
This vision also builds on the bonds that are gradually forged between the brand and its customers at
watershed moments of their lives, such as when they fall in love, start to explore the world, found a
family, begin to work, take time to play and attain wisdom.
This approach coincides with the introduction of a new Renault design language that takes its
inspiration from the three keywords which communicate the brand’s vision, namely ‘simple’,
‘sensuous’ and ‘warm’.
In keeping with this strategy, Renault’s concept cars will progressively express this vision, paving the
way for a product plan based on a coherent and clear offer.
To implement this, Renault Design has revised its methodology, and a single team of designers will
now be responsible for each new concept car and for the ensuing production model it previews.
Tom Burkart is the founder and managing editor of Car-Revs-Daily.com, an innovative and rapidly-expanding automotive news magazine.
He holds a Journalism JBA degree from the University of Wisconsin – Madison. Tom currently resides in Charleston, South Carolina with his two amazing dogs, Drake and Tank.
Mr. Burkart is available for all questions and concerns by email Tom(at)car-revs-daily.com.