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Buongiorno! This is Akio Lorenzo Ohya, a journalist based in Italy.
The 90th Paris Motor Show, held from October 14, 2024, over the course of seven days, featured participation from 48 brands and 158 exhibitors and organizations. Spanning five pavilions, the event welcomed more than 500,000 visitors. While the major brands’ highlights have already been widely covered by various media, this time, we focus on the noteworthy and ambitious cars found in the smaller booths.
A brand that has awoken after approximately 70 years of slumber.
It all starts with “Drauge.” As those familiar with historic cars know, Drauge was once one of France’s leading luxury car brands. Founded in 1905 by Louis Drauge, the company achieved a remarkable record in early Grand Prix races and speed records. Alongside this, its luxurious models, combined with the exquisite bodies crafted by coachbuilders such as “Figuini & Falachi” and “Henri Chapron,” became the stars of concours d’élégance. However, the impact of the 1929 Great Depression could not be avoided, and by 1935, the company came under the control of its competitor, Delahaye. After the war, when Delahaye itself was absorbed by another company, Hotchkiss, Drauge disappeared entirely.
The revival was attempted in 2019 by Laurent Tapi and his group. Born in 1974, Tapi is the son of Bernard Tapi, one of France’s leading businessmen. Under his leadership, the new Drauge brand’s shareholder list includes prominent names such as François and François-Henri Pinault, the father and son duo behind the luxury conglomerate Kering Group, as well as Dubai-based companies. The company has already established a factory in the renowned Circuit de Nevers Magny-Cours in central France.
Tapi passionately explained to me, “Delage was a brand that consistently vied with Bugatti for the top spot in both races and concours events.” He also mentioned that the Delage trademark is being used under a licensing agreement with the club that owns it.
The first model of the revived Delage, named the “D12,” has already been showcased at select events, including the Goodwood Festival of Speed. It features an in-house developed 6.6-liter V12 engine producing 850 horsepower, paired with a 150-horsepower electric motor. Production is limited to 30 units, with manufacturing set to begin in 2024 at a rate of six cars per year.
The design of the D12, described as a “street-legal F1 machine or fighter jet,” was crafted by Kuhl Munyaradzi. A 2016 graduate of the Automotive Design program at the University of Wales Trinity Saint David, Munyaradzi initially worked as a freelance designer before joining Delage as Head of Design from 2019 to 2022. Having completed his tenure, he is now based in Playa del Carmen on Mexico’s Caribbean coast. Munyaradzi kindly provided written responses for this article.
First, how did you come to meet Laurent Tapi?
” I was working as a freelance automotive designer at the time that Laurent Tapie hired me. He found me through on online platform I used at the time.”
When Tapi approached you about the D12, how solidified was the product concept at that time?
” When Laurent tasked me with designing the D12, he already had a defined idea of how the D12 should be. My contribution to the project was visually putting his ideas together and improving on some of the aspects of the design.”
**How did you incorporate Delage’s traditional image into the D12, given the brand’s long history?**
” Peraonally I think the D12 was a unique project for resurrecting the Delage brand.
My main focus for the D12 was to pay homage to the brands rich racing history. Delage broke boundaries and that was same aim when developing the D12.
**How long did the design development take?**
” It was a rather quick process given that Laurent and me had the same vision for the D12. I would say we had the majority of the design done in 6 months. As you can imagine, we did spend a bit more time on refining the design once the engeneers came on board.”
Only 1,800 Parts in Total!
Another car I’d like to introduce is the “Softcar.” It’s a concept proposed by a research and development firm of the same name, led by Swiss engineer Jean-Luc Thuliez. The vehicle is a four-seater city commuter that places a resin body on top of a flat EV chassis.
They’ve succeeded in reducing the typical 45,000 parts found in a conventional passenger car down to just 1,800 components.
Currently, Softcar is seeking partners who can receive licensing for the vehicle’s design along with the know-how for eco-friendly factory production.
At the venue, I had the opportunity to meet the designer François Buron. For over 40 years, since 1983, he has headed his own industrial design studio, DIEDRE DESIGN. In addition to working with automotive-related companies like Renault, Airbus, and Valeo, his broad client list includes Emirates Airline and Carrefour.
According to the explanation, the body is molded from a recyclable polymer. In addition to offering advantages like reduced weight, thermal insulation, and shock absorption, the same parts can be used for the interior. The dashboard is also formed from another recyclable polymer. When I asked Buron for more detailed information about this polymer, he replied that it is still confidential.
What was the intention behind the humorous front-end design? In response to this question, Buron said, “You’ve noticed the friendly, smiling identity expressed in the front end,” and explained that this conveys the accessibility and optimism of this sustainable mobility solution. He continued, “Together with the vehicle’s soft-touch body material and its cocoon-like form, it creates a uniquely gentle character.”
Speaking of gentle designs, Roberto Giolito, who designed the 2007 Fiat 500, once told me that friendliness was conveyed not only at the front end but also by having the top edge of the dashboard form a gentle arc when viewed from the outside. That model went on to be a long-selling hit for 17 years.
Also, among European owners of the first-generation Mazda MX-5, a common reason for their love is this: when they flip up the retractable headlights, the car’s “face” looks humorous, often eliciting smiles from passersby. In a world filled with cars sporting intimidating front faces, the fact that some people prefer gentler expressions suggests that many will also find the Softcar appealing.
The future of the two companies introduced this time remains uncertain. Even major manufacturers find it challenging to revive dormant brands, as exemplified by Mercedes-Benz’s “Maybach.” Moreover, even the most outstanding ideas must overcome the significant hurdle of homologation. Nevertheless, exhibits that suggest there may still be room to enter the mature automotive industry—given the right ideas—help energize motor shows. At the same time, they are important for attracting the next generation of young talent to the field of automotive design.
These days, many people believe that as the virtual world becomes more robust, real-world shows become unnecessary. However, the fact remains that seeing the work of unknown constructors or design firms with your own eyes and even meeting their creators face-to-face gives real-world shows a continuing appeal and purpose.
So then, everyone, arrivederci (goodbye)!
