e
Design Gripes: Canoo's American Bulldog EV Pickup Concept
Needs real-world testing, I think
EV startup Canoo has revealed their American Bulldog, the company's second pickup truck concept. It's more utilitarian than their first pickup concept, perhaps because this one is derived from a military version they've been testing with the U.S. Army.
Details from the press release are scant, filled with marketing bluster like "It combines striking design with world-class performance while emphasizing minimalism with maximum functionality for work, adventure, and service." I'd have preferred some details about the vehicle's features, but all we can gather is what's shown in the images.
First off, the renders resemble concept art for a sci-fi movie:
That being said, they have developed an actual working prototype:
The interior is pretty sci-fi-looking, and appears to have a vent that runs nearly the width of the dashboard:
Here we can also see a trade-off of the extreme cab-forward design: Visibility. Those A-pillars are going to get annoying, particularly if you're driving on a winding road.
The marketing-driven images reveal that this vehicle would target a somewhat romantic vision of existing pickup truck owners:
While I like the way the truck's exterior looks, I do think the design needs to be tested with actual pickup truck owners. For example, the designers have borrowed a potentially useful trick from Japanese kei-trucks, where the tailgate and sidewalls can be flipped downwards to provide a flatbed:
However, they've missed an important aspect of this feature. Here's the tailgate on my own kei truck (a '99 Daihatsu HiJet, thanks for asking), which gets good use on the farm:
Notice that the swung-down panel (whether the tailgate or sidewall) sits as close to the truck as possible. This is to make unloading easy. For instance, if you're hauling wood chips, gravel, hay, etc. and raking it out of the bed, you want it to fall directly onto the ground, or into whatever waiting vessel you have.
In contrast, look again at the flip-down sidewalls on the Canoo:
The bed has a bevel, and the panel protrudes even further than that--look at the offset on those orange hinges. Anything you're raking out of the bed is going to hang up on the top of the panel. Furthermore, because the panel protrudes, it reduces your reach into the bed by what looks to be several inches. This appears to be all downside, with no benefit that I can see.
I do think kinks like this would be swiftly discovered with user testing--if the vehicle makes it that far. The intro video resembles one of those Superbowl commercials that's supposed to make you feel patriotic, and offers little practical information:
Enter a caption (optional)
In short, the way this concept is presented makes me think it's targeting investors rather than actual end users. But I suppose that for startups, that's the nature of the game these days.
-
o2Favorite This
-
Q7Comment
Directory Company Profiles
Core77
Industrial Design
Resources
Industrial Design
Resources
-
Core77 Directory
Find the Best Industrial Design CompaniesGo -
DesignStein Studios, LLC
We are a team of industrial designers focused on developing products that are intended for tooling a...
-
HS Design
HSD believes the future is based on teamwork across many disciplines and collaboration with multiple...
-
Evolve CollaborativeWe are an independently owned design agency that helps teams drive change. Together, we partner wit...
-
Logitech
-
RKS Design
RKS is an award-winning global product design firm and innovation consultancy specializing in indust...
-
Artiform Design
We give shape to the future by designing, refining, and engineering next-generation devices and expe...
-
DesignThink
DesignThink is known for generating highly effective and impactful design outcomes that generate the...
K
{Welcome
Create a Core77 Account
Already have an account? Sign In
By creating a Core77 account you confirm that you accept the Terms of Use
K
Reset Password
Please enter your email and we will send an email to reset your password.
Comments
I say this every time a new truck concept is revealed — we need a two-seat version! With the longer bed, and smaller cab, you can carry more things. Imagine an entire sheet of plywood being hauled with no stick-out. Am I the only one?
Absolutely agree. Living in the rainy NW, I’ve had van for decades to haul & keep dry. Canoo’s van has more utility. Besides, I’ve always loved the box form.
I keep seeing things called "truck" that don't have much in the way of bed. What is the minimum size of bed for a thing to still be called a "truck"? I agree with others that a 2 seater with a bigger bed would be better. Lose the pillars in the windshield!! They obstruct the view and are dangerous.
A start-up doing start-up things; Clutching at straws, desperately trying to find a new market or niche and make a pivot before the money runs out.
I don't think they are doing subscription Biz model any longer. That was a few years back. Look to be targeting fleet/ commercial customers. I agree with some of the design tweaks needed, though as a whole I think the design is refreshingly futuristic. while not looking like an angry road rage machine like the Cybertruck. Always funny have different designs get so much hate. Hopefully they can make the changes needed and give an alternative to the oversized vehicles which have become commonplace.
All I can see is that open area on the dashboard and how dozens of pens, wrappers, paper clips, hair ties, cables would just slide to the far end and you'd never be able to reach them.
For a military vehicle, this has an enormous amount of glass vulnerable to everyday abuse much less a combat environment. Think18 year old kid sent off to pick up some building supplies. interrupting his vidgame. If there was an actual bid offered by the US Army, this is certainly not MILSPEC. Sylish roofrack. Useless but stylish. I really like the design but let's keep it real here... (I hope they ditched their subscription only use business model)