Daisuke Kuriki

Excellent design is not country or region-specific

CUV e: was launched in Indonesia, but was it originally developed intentionally to be launched in that market?

Kuriki
No, CUV e: is a model intended to be deployed globally, but launched initially in Indonesia. While the product development took place in Japan, the project progressed in collaboration with global design team members. Designers from Indonesia were naturally included in discussions, but there were also designers from Thailand and Europe who took part.

CUV e:
Daisuke Kuriki

With so many designers are involved, there must have been differences in opinion?

Kuriki
Whenever differences in opinion emerged, we had to pass judgment, but in this case, our consciousness and perceptions were aligned from the conceptualization stage. In the past, it was said that specific designs are preferred in certain countries or regions, but in fact, the differences were not significant. This was our biggest realization in this project.

But, there were some differences in our final approach, which we needed to discuss as we moved forward. We did not force through the opinions of a particular person. If there was a difference in opinion between, for example, members from Thailand and Europe, members from other regions, such as Japan or Indonesia, helped build consensus from an objective perspective. In this way, no one was left dissatisfied.

Were there any particular points of significant debate?

Kuriki
The CUV e: is a 110cc-equivalent model, placing it in a class of electric commuter that is very popular worldwide. We expected it to attract great attention, and so discussion was focused on the direction we ought to take.

Initially, we tried a variety of approaches: some wanted us to adopt a more friendly feeling, while others thought it was better to give it a more adventurous spirit, aligned with recent trends. Through these discussions, we settled on a simple, standard model positioned to be someone's first electric commuter, making the design easier to choose from two angles: a product that would be a part of the customer's daily life, and one that was simple, rather than striking, for customers transitioning from ICE to electric.

Our starting point was a sketch by a Thai designer, but despite the simple design, we wanted to differentiate it from an ICE model, to realize an iconic design with a definite sense of individuality.

CUV e:

When we saw the sketch, it depicted a worldview where the motorcycle would be kept in a person's living space: indoors, even in the bedroom, blending into one's daily life.

Kuriki
For many customers in the ASEAN region, motorcycles are the "family car." It isn't uncommon for people to keep their ICE motorcycle indoors, despite the gasoline odor. In Japan, some people hang hybrid bicycles indoors on the wall, and in the same way, motorcycles are an integral part of life for people in the ASEAN region. Also, recently many people use their personal vehicle for business, such as deliveries, so we envisaged a model that could be used in such circumstances.

Expressing individuality in simplicity through the character lines and lights

What specific parts of express the simple yet iconic design?

Kuriki
For a start, the overall size: the body is a tighter design with no excess. We imagined it as something used every day: if the motorcycle body is too big, it is harder for users to push or pull, so we tried to make it as compact as possible.

There was actually some conflict between the designers regarding the exterior. In our pursuit of simple styling, we made a conscious decision to omit character lines and to minimize modulation of the body, but if carried to excess, we would have produced a static design, like a household appliance. Because it is a means of mobility, we settled on styling that gives a sense of movement even with few character lines, consciously aiming for a dynamic design. Linear propulsion and exceptional acceleration from ignition are key features of electric motorcycles, so we wanted to produce an impression of the ride. But if we were overly conscious of the ride, we would produce a design just like existing ICE models: so we focused on simplicity, suppressing the urge to add extra character lines.

CUV e:

What about the sense of individuality around the lights of the CUV e:?

Kuriki
The design aims to express the uniqueness of CUV e: when seen from the front or the rear. The lighting is comprised of upper and lower lines of lights, for both the front and rear, so that people who see it in the going down street will recognize it as Honda's new electric motorcycle.

Looking cool is of course an important element in lighting design, but the most important aspect is its contribution to visibility. Motorcycles in particular can be difficult to spot in mixed traffic, but by shining distinctively, it helps oncoming vehicles to notice them. The lighting fixtures for this model are compact, but emit light horizontally to the edges to produce a sense of body width.

CUV e:

The CUV e: is fitted with two Honda Mobile Power Pack e: units. How did that affect the design?

Kuriki
Compared with a conventional ICE motorcycle, the installation of two Honda Mobile Power Pack e: units under the seat limits the storage space. But we achieved a compact design equivalent to an ICE model while securing storage space for a raincoat and documents: a common requirement for riders everywhere. While ensuring the volume for these, we kept the body design tighter by avoiding excess.

Honda's design identity and the future of electric motorcycles

CUV e:

Achieving both functional beauty and coolness is part of Honda's design identity, so how do you feel you were able to incorporate this?

Kuriki
Through the design, in addition to expressing the "Fit your sustainability" concept, we aimed for "Simplicity and Emotion" for this model in particular. If the expression is just compact and simple, it reduces the individuality, but by designing distinctive lights, styling and parts configuration, I believe we were able to establish its identity.

Honda has begun to expand a wide variety of electric motorcycles, with this year as the first year of electric globalization. Going forward, we expect to see an increase in electric commuters, but what kinds of designs would you like to produce personally?

Kuriki
A society with zero ICE models is still far in the future. I wonder what new value we can offer customers when electric motorcycles become as widespread as ICE models. Should motorcycles be playful or suited to business? Our approach will keep expanding in these kinds of areas.

For now, as ICE and EV continue to coexist, our challenge should be to create distinction in our designs. The most significant difference between ICE and EV is the presence or absence of an engine. Because an EV is driven by a battery, there is potential for more flexibility in the layout. With this, I hope we can realize models that are even easier to use, with more distinctive designs.

Profiles

Daisuke Kuriki

Daisuke Kuriki

Motorcycle and Power Products
Product Designer