Automotive Brand Contest

German Design Council names Automotive Brand Contest and Bicycle Brand Contest 2018 winners: Dr Wolfgang Porsche named Brand Personality of the Year

Source: German Design Council


The German Design Council's Mobility Awards were presented to the successful participants at the 2018 Paris Motor Show held on 2 October. The winners in the Automotive Brand Contest were those who succeeded in convincing the panel of judges of their outstanding achievements in product and communication design – from cars and motorbikes to individual components and cockpit solutions, right through to corporate publishing and trade show displays. The title “Brand Personality of the Year” went to Dr Wolfgang Porsche.

The winners of the Bicycle Brand Contest 2018 demonstrated, among other things, the progress that has been made in the development of the eBike in both design and functionality.


Automotive Brand Contest: Prize of honour

For 70 years the name Porsche has stood not just for a brand, but for an attitude. “Right from the early stages our family and employees formed a coherent and authentic 'Porsche DNA,' which delivers a very honest driving experience. Our customers can sense this in every model. Anyone who gets into a Porsche will instantly recognise the brand, even blindfolded. Every model captures something of the iconic 911,” explained Dr Wolfgang Porsche. He was delighted to accept the title “Brand Personality of the Year” on behalf of all the Porsche employees who contribute every day to the company’s success.

Click on the following link to download the full interview with Dr Wolfgang Porsche as a pdf:

Automotive Brand Contest: Special prizes

The special prize “Brand of the Year” goes to MITSUBISHI MOTORS. Through their consistent brand management and customer focus and by concentrating on their core competencies of electromobility, four-wheel drive and SUV models, Mitsubishi has managed, in a challenging economic climate, to double its sales in just a few years.

The “Innovation of the Year” prize goes to Continental Automotive GmbH for their Integrated Cockpit System. Through seamlessly integrated displays, cameras and intelligent vehicle surfaces, this large- format user interface brings automated mobility a step closer. The comprehensive system offers users a completely new communication and interaction experience.

MAN Truck and Bus AG was named “Team of the Year.” Every day this design team proves itself equal to the challenge of establishing the importance of design in the commercial vehicle sector. Through its design competence and design policy, the company has been highly successful in establishing brand awareness – as is borne out by its sales figures and market share.

“Agency of the Year” went to Gingco.Net Werbeagentur GmbH. This agency dedicates itself to the broad portfolio of the Volkswagen Group – from its many vehicle brands through to special assignments such as positioning the mobility brand MOIA. In their work, the agency succeeds in identifying and clearly communicating the special features of every product.


For information on all the winners of the Automotive Brand Contest 2018, go to:


A list with all winners for download can be found here:

Bicycle Brand Contest: Special prizes


The title “Brand of the Year” went to the company Biomega, which has been striving since its foundation in 1998 to achieve a paradigm shift in urban mobility. Biomega has been able to shore up this claim with the eBike Biomega OKO – this model is uniquely light and comfortable to ride, and highly appealing with its modern design and intuitive menus.

The prize “Innovation of the Year” goes to ergonomics specialist SQlab, for their new handlebar series, which offers customised handlebars for every bike and every rider.

The “Best of Best” award goes to the world’s biggest parking building for bicycles: Ector Hoogstad Architects in Rotterdam carried off this victory with their iconic building in Utrecht, with its air-cushion roof, which has space for around 13,500 bicycles.

For information on all the winners of the Bicycle Brand Contest 2018, go to:



The competitions


The Automotive Brand Contest is the only international design competition for automotive and motorbike brands. In just a short time, it has become one of the industry’s major events. Through this competition, the German Design Council acknowledges outstanding design in products and communication. The emphasis is on the consistent and holistic staging of a brand, through all media and across all of its products.

The Bicycle Brand Contest has been rewarding outstanding product and communication design in the bicycle industry since 2016; it acknowledges brand communication achievements in the industry. The Awards are intended for companies within the bicycle industry as well as their supply partners, including those in the design and communication sectors.