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Data-informed design in the automotive industry: customer acceptance study in Sweden and China on radical car design

Published online by Cambridge University Press:  16 May 2024

Kostas Stylidis ,
Bastian Quattelbaum ,
Florian Konrad ,
Joe Simpson ,
Samuel Lorin  and
Rikard Söderberg
Kostas Stylidis*
Affiliation:
Chalmers University of Technology, Sweden
Bastian Quattelbaum
Affiliation:
Hochschule Niederrhein University of Applied Sciences, Germany
Florian Konrad
Affiliation:
Geely Design Global, Sweden
Joe Simpson
Affiliation:
Volvo Cars Corporation, Sweden
Samuel Lorin
Affiliation:
Fraunhofer-Chalmers Centre, Sweden
Rikard Söderberg
Affiliation:
Chalmers University of Technology, Sweden
*
stylidis@chalmers.se

Abstract

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This study explores the alignment between automotive design innovation and consumer acceptance, particularly in the context of two significant trends: electrification and digitalization. We probed the acceptance of replacing rear window with wide-angle camera We surveyed 1,546 potential customers from China and Sweden to assess their openness to such a radical design. Findings suggest a consensus on its futuristic appeal but diverge in adoption willingness. The study offers insights to bridge the design preference gap, positioning customer acceptance as key for car design strategy.

Keywords

car designconceptual designdata-informed designcase studydesign methods
Type
Design Methods and Tools
Information
Proceedings of the Design Society , Volume 4: DESIGN 2024 , May 2024 , pp. 805 - 814
Creative Commons
Creative Common License - CCCreative Common License - BYCreative Common License - NCCreative Common License - ND
This is an Open Access article, distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives licence (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is unaltered and is properly cited. The written permission of Cambridge University Press must be obtained for commercial re-use or in order to create a derivative work.
Copyright
The Author(s), 2024.

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