Inside the design process of Dacora Motors' $500,000 EV

At first glance, Dacora Motors' first vehicle looks like it could be straight from the Art Deco movement. But on closer inspection, this 800 horsepower, 400-mile projected range EV proves that vintage-inspired design has a well-deserved place in the 21st century – especially for the ultra-luxury market.

The American car brand came into existence after car lovers and fellow engineers Kristie D’Ambrosio-Correll and co-founder Eric D’Ambrosio-Correll met and decided to create a car that aimed to set a new standard for American ultra-luxury. Hence, the brand’s first car was born – but not without help from an iconic car design house.

“From the very beginning, we knew we wanted to go to Pininfarina for our car’s design, however, we wanted something vintage-inspired. We came with lots of inspiration of what we wanted our brand vision to be (including references from old Pininfarina designs) and they really ran with it,” Kristie D’Ambrosio-Correll explained.

Collaboration was, of course, key between the Italian car design firm and the new American car brand, as an integral part of Dacora Motors’ brand identity is their American heritage.

But it’s not all about the past, more about fusing the past and future together – “It’s funny, we categorise these sharp, semi-brutalist styles as futuristic. For us, we looked at vintage design and thought, why can’t something more natural actually be the future?” D’Ambrosio-Correll questioned.

“Vintage design is based on the golden ratio, curves, nature and less focused on sharp angles and masculine features. Similarly, EV's are more harmonious with nature, so we felt this was a natural pairing. I hate to see curves and sweeping design lost in the blobs that you see in cars today,” D’Ambrosio-Correll commented.

Dacora Motors’ design language is summarised as “timeless” as well as “nature-inspired” with D’Ambrosio-Correll going further to add: “Our underpinning is a sustainability company and it’s a big part of what we do.” Take the zero-plastic approach to the interior for example, instead utilising American-sourced hardwoods, woven wools and toxin-free bio leathers.

With a vintage-inspired design naturally comes the abolition of the touchscreen (cue applause). “We were pretty particular about not having a touchscreen in the car. When I mentioned this a few years ago, investors were laughing me out of their meetings, saying it’s impossible as cars now must have touchscreens. But we are seeing this is not the case. People don’t love their touchscreens.”

As a result, Pininfarina worked with Dacora Motors’ to develop an interior concept with a dashboard that could leverage a screen if needed for navigation but disappears into the woodwork when switched off, leaving a smooth wooden surface.

D’Ambrosio-Correll stuck to her guns and American-roots when it came to exterior design choices, stating “the wood hood gives the vehicle a unique, and very American, approach in paying homage to the Woodies (wood-bodied automobiles popular in the USA).”

We specifically went to them to make sure that we weren’t developing a concept car that couldn’t be made, as we hate the idea that concept cars often end up on the cutting room floor

This hatchback includes static side steps, an idea that D’Ambrosio-Correll credits to her short height but it also anchors the vehicle in its ergonomics like the curves of the protruding fenders. “These were things that we didn’t want to compromise on and Pininfarina incorporated these elements beautifully and made it distinctly modern.”

Aerodynamics played a large part when tackling mileage, but D’Ambrosio-Correll wasn’t prepared to completely compromise on design, take the addition of the side steps mentioned above for example. But ultimately, D’Ambrosio-Correll didn’t want this vehicle to “look like every other EV” and knows that her target audience are not the most cash conscious, so she could prioritise design first as a guiding principle.

D’Ambrosio-Correll went on to credit Pininfarina for bringing Dacora Motors to life – “We specifically went to them to make sure that we weren’t developing a concept car that couldn’t be made, as we hate the idea that concept cars often end up on the cutting room floor. Or you get a less extravagant version of that car when it comes to production. This was our production vehicle from the get-go.”

So, taking elements like headlights, taillights, height of the bumper for pedestrian safety into account in the early design stages, D’Ambrosio-Correll, who is also a painter, did multiple rounds of early sketches, starting with silhouette sketching and working up to true renders. Although there was no clay model, which D’Ambrosio-Correll justified: “In today’s day and age of 3D simulations, clay can be costly and unnecessary. A lot of people like clay for the show of it. So instead, we did 3D prints which results in a similar output, so we got to see the car before we made it.”

With this steep price point comes an increase in personalisation, something that D’Ambrosio-Correll decided on based upon customer research. “We’ve spoken to hundreds of clients and one thing rings true – everyone wants something different out of their car. It’s not a one size fits all and unfortunately, most cars treat you like that. In a consumer-led culture, cars should be around for many more years than five. In order to do that, our car must really speak to each client personally.”

We’ve created a system that is truly modular so you can change your vehicle as you need and it grows with you

D’Ambrosio-Correll stated that Dacora Motors is filling the gap between the costly Rolls-Royce commission and going to a custom shop after you’ve purchased a vehicle. “Our seating layouts are configurable, allowing you to go from a one-seater executive rear suite where it’s your office Monday to Friday to putting in a three-seater bench for your children on the weekends,” D’Ambrosio-Correll explained. Overall, there are four primary layouts – a three-seater, four-seater, five-seater and six-seater.

The upholstery is also interchangeable with Dacora Motors offering limited-edition material collections twice a year. D’Ambrosio-Correll explained her thought process behind this decision: “We heard a lot of people saying I always want to buy leather but in the summer I hate it, it’s so hot. So now people can change upholstery like they change their clothes or furniture in their home.

“We’ve created a system that is truly modular so you can change your vehicle as you need and it grows with you, therefore it becomes part of your family and stays that way for many, many years.”

The console is also similarly configurable, with functions ranging from a food and beverage station to a bonsai garden to a small wardrobe for jewellery.

And Dacora Motors has received a positive reception so far, possessing over 79 reservations and working on nearly $40 million worth of year one revenue.

Currently, the team are working on developing a manufacturing facility in the Hudson Valley alongside a 100-acre estate where owners can come to experience the brand. “It’s a membership club as well as a hotel where clients can stay and meet the makers,” D’Ambrosio-Correll explained.

As for the future, there’s still a few years until Dacora Motors reaches its first year of production, with the first vehicles rolling off the production line in 2028 – with plans to hit global markets by 2030.