8 Concept Cars That Promised So Much but Delivered So Little

Manufacturers release concept cars to test ideas — whether it is design or technology — or to preview a production model. Concept cars are often showcased to the public to gauge excitement or get people hyped about a new model. They typically feature hyperbolic designs that use comically large wheels, no side mirrors, and exaggerated grilles, because they don’t need to be safe or even rooted in reality; they just need to look cool and generate buzz.

This means there are usually some differences between concept cars and their production counterparts, but usually not to the degree where they are completely unrecognizable. Sometimes the differences are so extreme, however, that the production version waters down the design and drama of the concept to the point where you question if the two are even related.

Unfortunately, this happens often, and comparing some concepts to their production models really makes you wonder how the automakers went wrong and ended up with something so drastically different. Here are eight promising concept cars that failed to deliver the same excitement when the production version finally came out.

1. Pontiac Aztek Concept

One of the most famous examples of a good concept turning into a bad production car is the Pontiac Aztek. The Aztek was marketed as a fun crossover for young people who love to go outdoors. It came with a tent, a mattress, and even a drink cooler. All of this made a lot of sense, and if the Aztek had the styling to match its features, then it might have been a success.

The concept version was weird; the headlights sat lower than the grille, giving the Aztek its distinctive look. It wasn’t an attractive car, but at least the body was sporty and striking, despite being relatively ugly. The production Aztek kept the hallmark front-end design, but had to adapt the body to fit on GM’s minivan platform. This resulted in the concept Aztek’s fresh, sporty design becoming tall and awkward. Gone as well were the large concept car wheels, with the production version instead equipped with tiny 16-inch rims. The concept also came with a beautiful, large glass panel, making for a striking greenhouse, while the production Aztek’s rear end was ruined by a simple black panel that made it look more like a van and removed any sporty flair.

2. Dodge Charger (Early 2000s)

After a decade-long hiatus, Dodge showcased the Charger concept in 1999. The previous-generation Charger made from 1981 to 1987 failed to live up to the legendary nameplate. It was front-wheel drive, and the largest engine option was a 2.2L inline four-cylinder, hardly following the muscle car formula. The 1999 concept was an excellent return to form. Dodge showed off a 4.7L V8 sedan that looked like a four-door Viper. This promising car was fast and beautiful, and had a powertrain worthy of a muscle car; this could have been the Charger for the new millennium.

The return of the Charger was not terrible, but not that great either. The production Charger made its debut in 2006, and looked nothing like the concept shown off in 1999. It was based on the same platform as the Mercedes E-Class, resulting from the partnership between Mercedes and Chrysler at the time. More importantly, the design had been completely transformed, going from a sleek, striking sedan to a more conventional, bulkier design. It wasn’t the worst-looking car; in fact, from the front, the production Charger was pretty aggressive. However, the rear was far less exciting, appearing a bit clunky and oddly proportioned with small taillights and a weird rear window shape. While the production Charger was not bad, the 1999 concept aged far better.

3. 2007 Ford Interceptor Concept/Ford Taurus

The 2007 Ford Interceptor concept was a promising look at what a new Ford sedan for the 2010s could look like. The design showed off a boxy, menacing sedan, with a large hood and headlights integrating into the front grille; it looked cool. Its powertrain was also promising, with Ford’s 5.0L V8 engine and power going to the rear wheels. This would have made the Interceptor a logical successor to the Ford Crown Victoria.

There was no direct production counterpart to the Ford Interceptor, but the vehicle that draws the closest comparison to it is the Ford Taurus, which was introduced in 2010. Ford’s production mid-size model took some design cues from the Interceptor concept. Most notably, it had a more aggressive boxy design when compared to the previous-generation Taurus, but nothing compared to the Interceptor concept. The powertrain was also far less exciting and used a twin-turbocharged V6 and a front-wheel-drive-based powertrain. The drama of the Interceptor concept was lost; we were promised a four-door V8 muscle car, and instead we got a decent but forgettable mid-size sedan.

4. Lincoln MKR Concept/Lincoln MKZ

Ford’s disappointments weren’t limited to the Ford brand alone, but to Lincoln as well. Based on the Interceptor, Lincoln showed off its luxury take on the large sedan, the Lincoln MKR. This concept was truly striking, combining a large waterfall grille and sharp lines that hark back to the grand Lincolns of the 1960s. The interior had a similar touch with a massive wooden centre console and a beautiful white steering wheel. It was minimalist and elegant, with a truly amazing design.

The production version falls very short of the concept. The Lincoln MKS was based on the Ford Taurus, which already had a soft, rounded design. The MKS looks like it simply added a Lincoln front and rear end to the Ford and called it a day. The overall design is not opulent or grand. The same holds true for the interior, as instead of the beautiful cabin of the MKR, all we got was a Ford with some extra gadgets; nowhere as exciting as promised.

5. Cadillac Voyage Concept/Cadillac Fleetwood

In 1988, Cadillac showcased the Voyage Concept, a car that was supposed to show the future of the brand’s design. During the late 1980s, Cadillac made boxy cars that looked as if they had been designed with nothing but a ruler, a tactic that hadn’t changed since the 1970s. The Voyage was a huge departure for Cadillac, promising futuristic curves, a sleek shape, and a clear greenhouse. It was a futuristic take on Cadillac design that was much needed for the brand, as it had developed an “old man” image.

The 1993 Cadillac Fleetwood is what the Voyage Concept would become. It seemed to take everything exciting about the Voyage and throw it out the window. Instead of being a completely futuristic Cadillac, it turned out to be an evolution of the 1980s design, rounding off some sharp angles in favour of curves. It was still a stodgy, large Cadillac that was as traditional as ever; unfortunately, not quite the future the concept promised.

6. Lamborghini Estoque Concept/Lamborghini Urus

The idea of a four-door Lamborghini is cool. When the Estoque concept was showcased, luxury automakers such as Porsche and Aston Martin were coming out with their own four-door sedans. The Estoque could have fit right in; the concept featured Lamborghini's 5.2L V10, and a design resembling a four-door take on the Aventador. It was every bit as sharp and aggressive as a Lamborghini should be, and looked far better than its would-be rivals.

The actual four-door Lamborghini the public would get was the Urus SUV. The V10 engine was gone, and the brand’s design language was difficult to apply to an SUV. Adapting the design of a sports car to fit a sedan can work, but applying the same design to an SUV with wildly different proportions is much more difficult. The Urus looked bulky and not sporty enough; while it did look like a Lamborghini, it wasn’t as sleek or crazy as a car from the brand should be. The fact that it shared a platform with an Audi made it feel even less special.

7. Porsche 989/Porsche Cayenne

Have you ever asked yourself what the Porsche Panamera would look like if it had come out in the early 1990s? The answer is a lot better. Porsche has had several experiments with four-seaters in the past, but the one that got the most traction was by far the 989. The 989 was designed in 1988, with Porsche having a serious ambition to put the model into production, as the brand wanted to expand its product lineup outside sports cars. The design of the 989 was very much rooted in Porsche’s early 1990s design language, having a smooth front end that was seen on models like the 968 and 964. The 989 was intended to be a rival to cars like the BMW M5, still keeping in line with Porsche’s performance ethos. The engine was surprisingly sourced from Audi, using a range of 3.6L to 4.2L V8s making between 300 hp and 350 hp. It was a promising concept, and Porsche would finally introduce a four-door vehicle to its lineup 10 years later: the Cayenne, which debuted in 2002.

While the Cayenne was well received, it did stray from Porsche’s original vision of a four-door vehicle, with the Cayenne, of course, being an SUV and not a sedan. It was a reasonable move, appealing to the increasing market demand for SUVs in the early 2000s, but one can’t help imagine how cool a four-door Audi-powered Porsche sports sedan would have been. The Panamera didn’t launch until 2009.

8. Bugatti Italdesign ID 90 Concept/Bugatti EB 110

As interesting and novel as the Bugatti EB 110 is, it's difficult to call it a pretty car. Instead of the elegant and luxurious pre-war Bugattis, the EB 110 had a more racecar-like design. It had a massive task, as the car was meant to revive the iconic French brand. Prior to the release of the EB 110, the Italdesign ID 90 Concept was created by famed automotive designer Giorgetto Giugiaro. His take was very different from the production version, featuring a sleeker and more minimalist body, which made the Giugiaro design far more elegant than what ultimately made it to production.

This design would have been more in line with the ethos of Bugatti models from the 1930s: fast, elegant racers. Unfortunately, the production version of the EB 110 is hardly a looker with an odd, small horseshoe grille and goofy-looking, awkwardly placed headlights. The powertrain of the concept was exactly the same as the production model: a 3.5L quad-turbo V12 with power going to all four wheels, making the only difference between the two cars their designs.