<p>This study explores the relationship between design aesthetics, brand equity, and brand trust and how these factors influence consumer purchase intentions in the electric vehicle market, marked by technological uncertainty and immaturity. It introduces a comprehensive framework for design aesthetics that include formal, trendy, and unique dimensions. The study examines how these aesthetic features and branding elements, such as brand equity and trust, shape consumer adoption behaviours. A survey was conducted with 345 potential electric vehicle buyers using a structured questionnaire to gather data. Partial Least Squares Structural Equation Modelling was employed to analyse the relationships among the various constructs. The findings indicate that while design aesthetics do not directly drive purchase intentions, their impact is mediated by brand equity and trust. Brand equity—which encompasses brand awareness and image—significantly enhances purchase intentions directly and indirectly by fostering trust and confidence in the brand. Furthermore, brand trust is crucial in encouraging consumer intention. This research contributes to existing theories by highlighting the dynamic interaction between design aesthetics and branding elements in rapidly evolving markets. It underscores the importance of aligning design aesthetics with consumer preferences while balancing innovation and practicality to address emotional and functional needs. Moreover, the study emphasizes the strategic significance of branding in alleviating consumer uncertainties and building lasting trust. The findings provide valuable insights into adopting new technologies and offer practical guidance for navigating the competitive and fast-paced electric vehicle market.</p>