IAA 2025: A Designer’s Walk Through the Future
Munich turned into a design playground this week. Streets became exhibition halls, and cars weren’t just cars, they were visions of how we might live tomorrow.
One of the most striking things was the Open Space concept. Walking around, I kept thinking: this is how cities should feel , full of curiosity, possibility, and ideas. You don’t just see cars, you see brands showing who they want to become.
I explored all of this on behalf of Co-Hub, and what I saw made me think not only as a visitor, but as a designer too. Here’s what really caught my eye.
Kia – EV2, EV4, EV9
The Kia EV2’s sharp lines gave me that “don’t mess with me” vibe but then the door mechanism completely softened it. Opening a door turned into this dramatic, almost cinematic moment. I couldn’t stop replaying it in my head. That’s what happens when function and emotion shake hands.
Inside, I loved how calm it felt. Not screaming for attention, just… breathing space. Honestly, I’d be happy to sit there without even driving.
Seeing EV4 to EV9 side by side was powerful. As a designer, I kept whispering to myself: “This is range design language done right.”
Hyundai – Ioniq 3 & Insteroid
Hyundai’s area had a completely different energy. The Ioniq 3’s dot-matrix headlights felt playful, almost cheeky. They weren’t just lights they were winking at me. Suddenly, a headlight felt like a design character instead of a technical part.
Inside, I loved spotting the pixel story continuing on the steering wheel. Those little details make me smile,it’s like the designers left breadcrumbs for anyone who pays attention.
And then, the Insteroid. Funky, muscular, a little loud but in a way that made me grin. It was less “concept car” and more “this is Hyundai’s alter ego.”
Cupra Tindaya
The first thing I noticed on Cupra’s Tindaya was the 3D-printed aluminum spine on the roof. I literally stood there thinking: “This is not just decoration this is a future production idea disguised as a design flourish.” That thought stayed with me.
Inside, the rectangular steering wheel felt so unapologetic, and the sustainable materials gave it weight beyond aesthetics. Cupra basically said: “We’re here to experiment, deal with it.” And I loved that attitude.
Audi Concept C
Audi’s Concept C was the opposite: calm, deliberate, a manifesto wrapped in two seats. From afar, it looked minimal. Up close, I caught myself tracing the surfaces with my eyes the way light slid across them was a design lesson in itself.
The new philosophy, “radical simplicity,” isn’t about being plain. It’s about being so precise that you don’t need noise. And I kept thinking: maybe this is what the future of luxury feels like quiet confidence instead of show-off sparkle.
Final Thoughts
Leaving IAA 2025, I realized brands aren’t just designing cars anymore. They’re designing ways of living.
Kia felt like a promise of accessibility.
Hyundai made me playful again.
Cupra dared me to think differently.
Audi whispered a new kind of luxury.
Each one showed me a different face of design.
And I keep asking myself which vision would I want to live in?
See More from Co-Hub
I also captured these same highlights in a short video for Co-Hub’s YouTube channel (the video is in Turkish, but the insights are the same as what I’ve shared here).