By Paul-Henri Matha, DVN COO and Lighting General Editor
I recently chatted with Adrian Fresco, COO of Fresco—a new automaker from Norway. I was intrigued by the design of this car I discovered some weeks ago, with interesting lighting concepts. I lived in Scandinavia during my last five years at Volvo, and it was interesting for me to discover a new automaker there in Norway, the biggest EV market in Europe.
Fresco began as a research project at the Norwegian BI business school, to test theories and hypotheses related to the automotive industry. Following extensive research and market tests, they discovered that manufacturing low-volume supercars and unique cars for a select few was the only financially viable solution in Norway. The research indicated that locally handmade cars would be the most feasible option.
After forming the company, they conducted a market test by showcasing their initial design, the Reverie, to gauge public interest. The response was positive, with significant international attention from both the press and individuals. This feedback confirmed a strong desire for a Norwegian car, though it also indicated that they needed to adjust their design.
Despite challenges such as the pandemic and Russia’s war on Ukraine, they showcased more of their work. they redesigned their logo and visual identity, and are now focusing extensively on the Fresco XL project, which features unique design elements and innovative features.
The company believe their commitment to safety and design, and the Fresco XL’s combination of advanced lighting and camera systems, will set them apart in the EV market. The XL features innovative lighting elements that are both functional and aesthetically pleasing. At the front, there’s a long LED strip that spans the width of the vehicle. Not only a design statement, but it also houses crucial components for vehicle operation. In the centre of the strip is an inlet for the HVAC system, ensuring optimal airflow and climate control for the passengers. Small cameras are embedded within this front lighting fixture, enhancing the vehicle’s safety and catering for ADAS features.
The XL’s rear lighting comprises three LED strips; one on the right side, one on the trunk, and one on the left side. These strips work together to create a cohesive lighting signature while also accommodating rear-facing cameras strategically placed to offer a comprehensive view of the vehicle’s surroundings, aiding in parking and increasing overall safety.