ADC Awards

ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.

2021 ADC Awards - Product Design

XP Zero

Agency Hugo Eccles

Client Untitled Motorcycles

Category

Durable Goods / Transportation

Annual ID

ADC_PRD21_007B

About the Work

We are on the cusp of one of the fastest, deepest, most consequential disruptions of transportation in history. Driven by new technologies, societal shifts, policy changes, and evolving modes of ownership, there is an opportunity to reinvent the motorcycle category and resurrect the industry. Established manufacturers, hampered by brand legacy or by an entrenched design language, are unwilling - or unable - to challenge their own orthodoxy.

What happens when an atom industry meets a bit generation?

A new, diverse, and fluid generation of riders is emerging. Either agnostic of legacy manufacturers, or actively avoiding them because of their outdated values, these new riders are looking for an alternative to current offerings. They are looking for a motorcycle that represents a renewed set of beliefs and points to an optimistic alternate future.

The XP Zero is a new type of electric motorcycle, one that discards conventions and defies expectations. Developed without compromise and built with precision, the XP combines cutting-edge design with state-of-the-art technology, representing a new era of motorcycling. The result is an entirely new design language that is unmistakably, and unapologetically, electric.

The XP Zero doesn't look like a conventional motorcycle because it isn't a conventional motorcycle. The XP produces twice the torque of a combustion superbike, and accelerates faster than a supercar. The performance is breathtaking - akin to piloting a small jet - and that experience is embodied in the XP’s minimal, aerodynamic panels that both support the rider and direct airflow over the motorcycle.

Controlling all that incredible power, and keeping the XP planted, is a state-of-the-art safety system. The onboard ride computer offers user-customized performance profiles, switchable on-the-fly, that transform the XP from a cruiser on the highway to a supermoto in the twisties.

2021 Awards

Total Points: 9

Credits

Design Director

Hugo Eccles

Freelancer

Hugo Eccles

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