The news of Canoo’s bankruptcy, the electric vehicle startup known for its distinctive, minibus-style EVs often likened to a “toaster,” has resonated throughout the automotive world. As someone who has followed Canoo’s journey with keen interest and even aspired to own one, the news is particularly disheartening. This wasn’t just another EV; the Canoo Vehicles represented a bold approach to automotive design, prioritizing functionality and space efficiency in a package shorter than a Subaru Impreza, yet boasting the cargo capacity of many pickup trucks. While the detailed account of Canoo’s financial downfall is well-documented by experts like Steve Hanley, here, we aim to celebrate the visionary design that made Canoo vehicles so unique and deserving of recognition.
Front view of a Canoo vehicle resembling a toaster, highlighting its boxy design and large windshield
Back in 2020, Richard Kim, the design lead at Canoo, aptly described their creation as a “loft on wheels.” This wasn’t mere marketing jargon; it encapsulated the core philosophy of Canoo’s design. Moving away from traditional automotive aesthetics focused on image and emotion, Canoo prioritized the user experience and future needs. This led to the development of a vehicle intentionally designed to maximize interior space and utility, much like a loft apartment optimizes living space.
Canoo Skateboard platform showcasing the chassis with batteries and motors integrated
At the heart of Canoo vehicles’ innovative design was the “skateboard” platform. This concept, popularized in automotive circles by Amory Lovins years prior, involves housing all the critical components – batteries, motors, and essential mechanics – within a flat, modular chassis. Canoo took this idea a step further, leveraging “steer-by-wire” technology. This system eliminates the traditional mechanical linkage between the steering wheel and the wheels, replaced by electronic signals.
Canoo steer-by-wire system showcasing the modern, cable-free steering mechanism
The benefits of steer-by-wire are significant. It reduces vehicle weight, simplifies manufacturing, and crucially, it opens up unprecedented freedom in cabin design and driver positioning. As Canoo highlighted, this technology not only enhances responsiveness and driving smoothness but also allows for exciting new vehicle configurations centered around user needs, free from the constraints of traditional steering columns.
Another commendable design aspect of Canoo vehicles was the exceptional visibility. The inclusion of a low front window was a deliberate choice, enhancing the driver’s line of sight to directly observe objects and pedestrians, particularly children, immediately in front of the vehicle. This thoughtful design element acted as a supplementary safety feature, working in conjunction with the array of sensors, including seven cameras, five radars, and twelve ultrasonic sensors.
Canoo vehicle showcasing its spacious cargo area, emphasizing its utility and box-like shape
Canoo’s design philosophy echoed historical precedents of functional vehicle design. Much like Volkswagen utilized the Beetle platform to create the iconic VW Bus by simply placing a box-like structure on top, Canoo adopted a similar modular approach. This versatility was evident in the Canoo pickup truck variant.
Side view of a Canoo Pickup Truck demonstrating its cab-forward design and truck bed
Drawing a direct parallel to the Volkswagen pickup trucks of the 1950s and 60s, the Canoo pickup shared features like fold-down sides and under-bed storage. Remarkably, the payload capacities were also comparable, with Canoo boasting 1800 pounds and the classic VW truck carrying 1764 pounds. Canoo emphasized the space efficiency of their pickup, aiming for maximum cargo capacity within a compact footprint. The design included a cab-forward configuration, a durable interior, and a customizable rear compartment, highlighting its adaptability for various needs.
Classic VW pickup truck with fold-down sides, illustrating a design parallel to the Canoo pickup
The most compelling aspect of Canoo’s design was its foundational approach. Inspired by visionaries like Buckminster Fuller, whose Dymaxion car broke automotive conventions in the 1930s, Canoo started with a blank slate. This “design from first principles” methodology, as Fuller demonstrated, often yields unconventional yet highly functional results.
Buckminster Fuller's Dymaxion Car, showcasing its radical and unconventional streamlined design
By discarding pre-conceived notions of car design, Canoo achieved remarkable space efficiency. Their vehicle, only slightly longer than a Subaru Impreza, offered a six-foot truck bed, outperforming even much larger vehicles like the F-150 in terms of length-to-cargo ratio. The inclusion of a pop-out bed extension to accommodate standard 4×8 plywood sheets further underscored their commitment to practical utility.
However, this radical departure from conventional design might have been a contributing factor to Canoo’s struggles. Unconventional aesthetics can be challenging for mass market adoption. The automotive industry often leans towards skeuomorphism – designing new technologies to resemble familiar forms – which helps ease consumer transition but can stifle true innovation. This is evident in electric pickup trucks that largely mimic the styling of their gasoline-powered counterparts.
Ford F-150 Lightning electric pickup truck, representing the skeuomorphic design approach in EVs
Indeed, the “toaster” aesthetic of Canoo vehicles was divisive; many found it unappealing. Yet, for those who appreciated functional design and innovative thinking, the Canoo vehicles were a breath of fresh air. Drawing inspiration from a lineage that includes the Dymaxion car, the VW bus, and Lovins’s skateboard concept, Canoo embodied a design philosophy where form genuinely followed function.
Canoo Lifestyle Vehicle front view, showcasing its unique and functional design language
The bankruptcy of Canoo is undoubtedly a loss for automotive innovation. In a landscape often dominated by incremental improvements and familiar designs, Canoo dared to rethink the automobile from the ground up. Whether market conditions, funding challenges, or consumer preferences ultimately sealed its fate, the design legacy of Canoo vehicles deserves to be celebrated. It was, truly, a brave little toaster of a car that pushed the boundaries of automotive design and functionality.
