Every automaker wants to design cars that capture the imagination and draw in more customers. One man that’s penned some of the most important halo cars of the last decade is now offering his services through a new studio called Hardline27. The venture aims to rethink the design process for cars and products outside of the automotive market.
Sasha Selipanov is the guy behind designs like the Bugatti Chiron, the Genesis Essentia, and the Koenigsegg Gemera. He sat down with Carscoops last year to talk about design trends, EVs, and more. At the time, he was a free agent of sorts but now we know that he was working on his new company Hardline27.
The big idea over at Hardline27 is to design cars digitally which maybe isn’t wildly revolutionary but it has its advantages. It can cut the time between the beginning of the design phase and the finished product. At the same time, digital design has the ability to cut costs since it may reduce the need for physical prototypes, bucks, and models.
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“With Hardline we want to take designing cars back to its roots! We are focusing on what’s closest to our hearts: uncompromising automotive beauty at the intersection of function, performance, and art,” said Selipanov, the company’s Founder and CEO. “The expression, ‘Beauty is in the eye of the beholder’ is nonsense; true beauty is certainly an absolute. Striving for it is our mission.”
How does Selipanov seek to change the traditional way of designing cars? “As vehicle and brand architects, we approach projects holistically. Our digital-only process delivers quality, efficiency, and refinement to our clients, not only within automotive but also in adjacent industries. We come from backgrounds where only the highest standards are tolerated and bring that tireless ethic to every project and every client.”
It’s worth noting too though that Hardline27 isn’t just about digital-only automotive design. As Selipanov points out, the team will work with adjacent industries but it’ll also design and build real design models, show cars, and prototypes. The studio has locations in both Los Angeles and Berlin.
