Automotive Design - Interior, Exterior Connections

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374ID: Design Enquiry Matthew Robson - 2802662 Abstract

Why isn’t there more of a link between exterior and interior in automotive design? Through extensive research it has become apparent that the current automotive industry lacks a connection between interior and exterior design. Many major automotive design companies have separate interior and exterior design studios lacking interaction and communication (Badstübner, 2012). This divide has created dispersion between the two departments, leading to a design theme that does not follow throughout the whole vehicle. Audi has recently recognised this issue and are currently making efforts to create a new design strategy, attempting to generate a more substantial connection between exterior and interior design:

“News: German car brand Audi has announced a new design strategy, bringing the interior and exterior design studios together to encourage faster innovation and stimulate greater dialogue between the teams.” (Eggar, 2012)

This design enquiry has highlighted the need for a stronger, clearer link between interior and exterior design and has identified a target market that are searching for this new design ethos. Through the aid of relevant objectives (Table 1.0) this design enquiry has supplied relevant knowledge and ideas to integrate and enrich my final year design project ‘Interior, Exterior Connections 2020’.

Matthew Robson Design Enquiry

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Contents Figures I Tables I Glossary of Terms II 1. Introduction 1 2. Research Objectives 2 3. Current Research 3.1 Lack of connections between the interior and exterior in the automotive industry 2 3.2 Target Market Identification 5 3.3 New energy storage systems and electric motor technology 6

3.3.1 Battery Technology 7 3.3.2 Electric Motor technology 9

4. Primary Research Results 4.1 Lack of connections between the interior and exterior in the automotive industry 11 4.2 Target Market Identification 13 4.3 New energy storage systems and electric motor technology 14 5.0 Conclusion 15 6.0 Bibliography 16


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Appendices Appendix 1 – Raw chart data 20 Appendix 2 – Persona 23 Appendix 3 – Example consent form 24 Appendix 4 – Interview transcripts and questions 26 Appendix 5 – Questionnaire example sheet and results 35 Appendix 6 – Design brief 41 Appendix 7 – Design specification 43 Appendix 8 – Initial design sketches Additional Folder Figures Figure 1.0 – Research model created for this design enquiry highlighting the main research objectives and research methods being used for data collection Figure 3.1.0 – Screenshot of recent job advert, highlighting the clear detachment between interior and exterior design jobs (Car Design News2008) Figure 3.1.1 – Images of the Nissan Dukes interior and exterior (Car design news, 2008) Figure 3.1.2 – Images of the Audi Crosslane Coupe interior and exterior (Net Car Show, 2012) Figure 3.2.0 – Graph illustrating the average annual net earnings, after tax in European countries (Eurostat, 2012) Figure 3.2.1 – Graph identifying the highest earning individuals in each EU country by age group (Eurostat, 2012) Figure 3.3.2 – Showing the BMW i8 and is magnet brushless DC motor system (Car and Driver, 2014) Figure 4.1 – Pie chart showing the result of question four from my questionnaire Figure 4.2 – Showing results from my questionnaire Figure 4.3 – Showing results from my questionnaire


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Tables Table 2.0 – Research objectives and reason for choice Table 3.3.1 – Showing unsubsidised battery costs over time (Essen, 2011) Table 3.3.3 – Illustrates that there will be only small steps forward in advances in electric motor technology in the near to mid future. (German trade and investment team, 2013) Table 3.1 – Questionnaire Questions Table 3.2 – Interview Questions Glossary of Terms HNWI High net worth individuals ULEV Ultra-low emission vehicle EV Electric Vehicle ICEV Internal combustion engine vehicle ICE Internal Combustion engine PHEV Plug-in hybrid electric vehicle EREV Extended range electric vehicle FEV Full electric vehicles TOC Total overall cost


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1. Introduction One of the biggest emotional factors when buying a car is the way it looks when you first walk up to it, so why when this is one of the largest factors is there minimal transfer of that emotion through to the interior, where the owner spends most of their time interacting with the vehicle? Having one general homogenous design theme that is executed throughout the interior and exterior is something that has been over looked in current automotive design. Pulling more of the exterior themes inside to the interior will add a new level of desirability as well as enhancing the day-to-day experience of the vehicle. I aim to create a design that will compete in the grand touring segment with current cars such as the Mercedes SLS and the Ferrari 599 focusing on increasing the connection between the interior and exterior design of the car. Figure 1.0 – Research model created for this design enquiry highlighting the main research objectives and research methods being used for data collection


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2. Research Objectives

Table 2.0 – Research objectives and reason for choice 3. Current Research 3.1 Lack of connections between the interior and exterior in the automotive industry

“It is perceived within the automotive industry that the interior car design require a completely separate skill set than those of exterior designers, but that certainly isn’t the case” (Wu, 2012)

Throughout my years as an automotive design student I have accumulated a large collection of design books. Each book is very good in its own right but not one covers both exterior design and interior design as a collective concept. Even at the entry level of automotive design it is clear that the two are considered as completely separate entities.

As the years passed and I started to look for a place in industry, it became apparent that within companies interior and exterior design is also separated. These large, well known companies would only advertise for either an exterior designer or an interior designer, no job adverts took both into account (Figure 3.1.0)

Objectives

Reason for Choice

Investigate the current level of interior and exterior relationship within the design industry

Increasing my understanding of how the industry currently treats the interior and exterior design process and how integrated the two processes are as this is the fundamental component and purpose of my project

Explore European statistics, to identify my target market, if it exists

Finding my target market is of high importance, and through the addition primary market research my design can develop accurately

Investigate new energy storage systems and electric motor technology that will make this a viable and environmentally friendly vehicle

New battery technology will enable me to be more flexible with my vehicles package design, giving me the freedom to explore my main theme in a greater variety of ways


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Figure 3.1.0 – Screenshot of recent job advert, highlighting the clear detachment between interior and exterior design jobs (Car Design News, 2008)

My research has highlighted that some current efforts are being made by automotive companies to try and bring through the exterior design into the interior.

Nissan is one of the companies that has attempted to make more of a connection between the exterier and interior design. Figure 3.1.1 illustrates the Nissan Dukes interior, the center console and the door rests are painted the body color of the vehicle. Even this minimal step towards a more connected interior and exterior has added to the users experience, engaging them in a more harmonized design theme. The 'motorcycle inspired' centre console and 'diving fin' door cards are along the right lines but feel tokenistic and can't be seen when driving (Ready, 2010).

Figure 3.1.1 – Images of the Nissan Dukes interior and exterior (Car design news, 2008)

This effort by Nissan indicates a clear step in the right direction but the remaining interior parts that have not gained inspiration from the exterior appear disjointed. Large quantities of the interior remain untouched by the exterior design theme remaining bland and uninteresting. What can be seen is the unremittingly mediocre mid-grey plastics for the Juke's IP and door finishers; a real let-down after the look-at-me exterior (Ready, 2010).


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Even at the concept end of the automotive design industry the transfer of design themes between the two environments is still limited.

The Crosslane Coupe Concept (Figure 3.1.2) is one of the first cars out of Audi’s new design strategy aiming to treat the “exterior and interior form an even more cohesive unit” (Egger, 2012). It is clear that Audi are currently the design leaders in this homogenous design approach but the only comments the head of design could state that this new interior has in common with the exterior is;

“The interior design of the Audi Crosslane Coupé continues the design language of the exterior in the geometrical clarity of its basic shapes”. (Audi, 2012)

Figure 3.1.2 – Images of the Audi Crosslane Coupe interior and exterior (Net Car Show, 2012)

Audi have been identified as the leaders in this area but research has confirmed that the whole industry is considerably overdue a change that will benefit the connection of interior and exterior design.

“There is a real need for a change and it’s just not happening” (Bangle, 2013) The design industry has to maintain people’s interest in the automotive world, and with increased competition from constantly improving public transport as well as increased petrol and running costs, the argument not to own a car is as strong as ever. As a designer it is my goal to stimulate the market so they always desire to own a car and developing a stronger connection between the exterior and interior is one of the ways to achieve this. From the above examples it is clear that the automotive industry is not currently doing as much as it should be to capture the markets interest by linking the exterior and interior. Some manufacturers have made a conscious effort to develop a more homogenous design approach but still have been to minute to create even a ripple in the automotive design world. The evidence of conscious efforts car companies are trying to make to connect the interior and exterior highlights the importance and relevance of my project.


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3.2 Target Market Identification By using research collected I have been able to identify the most suitable market for my project. Using this information I will then create the ideal persona that best represents my target audience. The bar chart below (Figure 3.2.0) shows the average earnings after tax according to each country in Europe. There is a considerable economic variation between countries in the continent. This data has offered a clear indication as to which countries possess the highest earning persons, most suitable for my project.

Figure 3.2.0 - Graph illustrating the average annual net earnings, after tax in European countries (Eurostat, 2012) (Raw data available in appendix 1) Targeting the European countries with the highest average annual net earnings and consequently the HNWI’s (High net worth individuals) I can now refine my persona further to enhance the success of my project.


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Figure 3.2.1 - Graph identifying the highest earning individuals in each EU country by age group (Eurostat, 2012) The chart above (Figure 6.0) identifies the hourly earnings of individuals under 30, 30-49 and the over 50s for each of the EU countries. There is a strong correlation between Figure 3.2.0 and Figure 3.2.1. Before researching I had a strong idea that my target market would be the over 50s due to the likelihood of higher earnings. The data collected has confirmed that the over 50s do have the highest average earnings per-hour. The data also identified how close the 30-49 year old categories earnings are to the over 50s.

After reviewing data from previous years this has offered foundations in predicting market trends between the present and 2020. The over 50s age group is has only ever been marginally ahead of the 30-49 year old group making the over 50’s the obvious market for my vehicle.


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However, Westerhoff (2008) states that we become less receptive to change as we age. The research generated previously regarding interior and exterior design connection identified that there is a need for change within the automotive design industry.

“Openness typically increases during a person’s 20s and goes into a gradual decline after that. This pattern of personality development seems to hold true across all cultures” (Westerhoff, 2008)

The 30 - 49 age group have been identified as a close second regarding individual earnings and given that the younger we are the more accepting we are to change, I believe this is the most suitable to build my project around. This research has aided the creation of a typical persona ensuring that my project suits the identified already existing market within Europe (Appendix 2). 3.3 New energy storage systems and electric motor technology To create a design that will be viable for the world of tomorrow it will have to incorporate the use of new and environmentally friendly electronic technology to help make it a ULEV (ultra-low emission vehicle). By incorporating environmentally friendly technologies into the design, the vehicle will comply with EU emission targets and offer the users a vehicle that is not damaging to the environment. This will also give me much more flexibility to create a design with more of an exterior and interior connection now that the constraints of the combustion engine can removed.

“These are exciting times for the motoring industry as ULEVs are the future for road travel” (Transport Minister Norman Baker, 2013)

These new energy systems will also aid in creating a more flexible package due to the lack of constraints created by the large and heavy conventional combustion systems. The electric motor on an EV is less than a third of the size of the internal combustion engine (Gelbert, 2013). This size reduction creates the opportunity for original and captivating surfaces to be designed allowing my car to posses something that current ICEVs (internal combustion engine vehicles) can’t physically achieve. The automotive sector is making large strides regarding battery and electric motor technology, due to government pressures to comply with new EU legislation regarding C02 emission requirements. It is currently very expensive for automotive manufactures to produce ULEV’s due to the current technology available being within the relatively infant stages, resulting in appropriate manufacturing methods not yet being implemented. Presently governments around the world are providing support to incentivise companies to explore this new area. Governments are offering industry support investment programs for EVs (electric vehicles), €22 billion has been invested into the industry between 2008-2011 within the USA and the EU (Kampman, 2011).


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3.3.1 Battery Technology Government investments available have captured the interest of large companies, resulting in the development of new technologies and the rapid expansion of research within this area of study, increasing the chance of a break-through technology.

Table 3.3.1 – Showing unsubsidised battery costs over time (Essen, 2011) Table 3.3.1 above displays the battery type and its energy density per kg, and also the price per kWh between 2012-2030. Table 3.3.1 also presents the specific energy density predicted to increase to 160 +- 5 with the use of Silicon lithium by 2020. These statistics mean that batteries will be able to carry a much larger store of energy per kg compared to current batteries only capable of holding 105 +- 5 Wh/kg. This technology will result in my design being lighter, increased in efficiency, while still carrying large amounts of energy reducing the weight compounding issue found with current EV’s. Vehicle prices are presently considerably higher for EVs compared to conventional cars (Essen, 2011), but the cost of new battery technology is also due to drop significantly, from 620 euros per kWh in 2012 to 350 euros per kWh in 2020 (Essen, 2011). These improvements enable my design to be more flexible in terms of pricing for my target market, as it will not be as determined by battery prices like current EV’s are. The decrease in EVs TOC (total overall cost) by 2020 is shown within table 3.3.2 making EVs more likely to be adopted by the marketplace.


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Figure 3.3.2 – Showing the decrease in petrol vehicles from 2010 to 2030 (Kampman, 2011)

One of the biggest breakthroughs due in battery technologies is Lithium-air. Lithium-air has a theoretical specific energy potential of 13,000 Wh/kg. Lithium-air is one of the few promising technologies that can potentially approach the energy density of hydrocarbon fuel (Grunig, 2011). Compared to current battery technology available at 105 +- 5 Wh/kg this is a huge leap in storage performance. The driving range capability is the crucial point in question whether EVs will one day be able to fully penetrate the world’s car markets (Selig, 2011).

Lithium-air battery technology is predicted to be available in prototype form by 2020. Once available this technology will only be accessible to manufacturers with a very high price tag attached, potentially being offered as an extra to those customers who require the extra performance. This battery technology could change the entire vehicle transport system (Essen, 2011). This technology can also be used as a marketing tool, as the first car available possessing this break-through technology, in return gaining market attention. Upon review of my research into energy storage systems the most appropriate for my vehicle will be the Lithium-air technology. Although it is in the early stages of development I believe that the massive potential this technology posses will attract more funding decreasing development time and ultimately lowering the cost to implement within EVs. 3.3.2 Electric Motor Technology In order to justify the high price tag attached to my vehicle design it must have a performance relative to other cars within the same segment, regardless of the power train. The choice of motor is of high importance to give my design the best chance of success within this competitive market. Unfortunately there has yet to be any large break through in electric motor technology, the basic technology of PM (permanent magnet) motors has been around for 100 years (Grunig, 2011). Virtually all Hybrid and Electric Vehicles have migrated to the permanent magnet (PM) brushless DC motor (Duleep, 2011).


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Table 3.3.3 illustrates that there will be only small steps forward in advances in electric motor technology in the near to mid future. (German trade and investment team, 2013) As there is little or no evidence of a new motor technology overtaking or even competing with the current permanent magnet brushless DC motor system (Figure 3.3.2), this is the variety that will be used to power my vehicle.

Figure 3.3.2– Showing the BMW i8 and is magnet brushless DC motor system (Car and Driver, 2013)


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4. Primary Research Results To expand upon my secondary research sources I have conducted a number of interviews with professionals within the automotive industry and handed out questionnaires, which have been completed by professional automotive personnel. This primary research has offered an insight into professional’s thoughts and opinions regarding my research area and provided me with valuable information. Transcripts of all interviews and interview questions are available in appendix 4 and an example questionnaire sheet and results are also available, appendix 5, as well as an example consent form in appendix 3. 4.1 Lack of connections between the interior and exterior in the automotive industry It was clear that almost all of the participants agreed that the automotive industry was in need of something new helping to invigorate current markets enough to maintain their interest in the automobile despite the rising costs. One of the major themes reoccurring during the interviews was a highly positive response about the topic of creating more of a connection between the exterior and interior design of the vehicle.

There designers questioned also expressed a strong desire for the connection of interior and exterior design and stressed that it is of high importance. As the only designer on this project I will be able to ensure that this design theme is carried out throughout the whole vehicle.

Interviewee 1 Chief Designer: David Brown Automotive Transcript: 39-41 “You sit behind the steering wheel most of the time so what you have on the inside is going to be pretty influential”

Interviewee 4 Designer, Envisage Group Transcript: 9-11 “It can only be a positive, having both the interior and exterior designers working together, linking the two opens opportunities for new ideas” Interviewee 1 Chief Designer: Envisage Group Transcript: 31-32 “You might like the exterior and that effects your initial choice but if your going to sit behind cheap plastic then it’s off putting”

88% of questionnaire participants agreed with Bangles (2013) comment, “There is a real need for a change and it’s just not happening” clearly identifying that there is a desire for a new design approach to create something that doesn’t just follow all of the current trends. This positive result immediately clarified the relevance of my proposed project.


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3

1

5 Highly

Average

Low

Another question within the questionnaire was ‘Do you believe there is currently a strong connection between the exterior and interior in current automotive design?’ 78% of participants commented that there was not a strong connection. Due to the background of the participants a question was included within the questionnaire regarding the level of importance they believe a link between interior and exterior deign is. As a designer how highly would you rate trying to create a link between the interior and exterior when developing a new design?

Figure 4.1 – Pie chart showing the result of question four from my questionnaire

The results presented in Figure 4.1 indicate a strong trend towards designers ranking a link between the exterior and interior design as a ‘high priority’. Only one participant answered with ‘low priority’ and when questioned about this decision they commented that they were an exterior designer and had never experienced linking the two.

There were also a number of suggestions towards considering how architectural forms use interaction between outside spaces and interior spaces. This is something I will build upon within my design development. Overall the responses generated by the interviewees and questionnaires indicated that there is currently a lack of a link between the interior and exterior within automotive design and that it has the potential to stimulate the automotive design world. This has helped to affirm my belief that creating a link between the exterior and interior is the right course to take for my design, but to also be carful not to produce something so different that it wont be accepted by the target market.

Interviewee 3 Lead Modeller: Envisage Group Transcript: 41-42 “There is a fine line between going too far as very few people will buy something terribly unusual because they like the idea of being accepted”


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4.2 Target Market Identification

Interviewee 1 Chief Designer: David Brown Automotive Transcript: 55-58 “I think younger people have more spending power now, more than they ever have…they will spend more money on technology and having the most modern things”

Secondary data collected previously regarding my potential target market was firmly backed up by the interview and questionnaire results. Figure 4.2 illustrates that most questionnaire participants thought that the age group 35-45 has the most expendable income and the 25-35 age group being the second most affluent category.

What age group do you current think has the most expendable income?

Figure 4.2 – Showing results from my questionnaire An interesting comment expressed by Interviewee 4 was regarding the current ‘younger’ generation being more environmentally aware. My vehicle design will be aimed at year 2020, and this current ‘younger’ generation will then be within the 35-45 year old age category, which has been selected as my target market due the balance between acceptance of new things and a high expendable income. This opens up the potential of a more environmentally friendly market with a desire for a luxury vehicle, my vehicle.

Interviewee 2 Marketing and PR Director: David Brown Automotive Transcript: 23-24 “I especially think the younger generation is being brought up a lot more environmentally aware”


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4.3 New energy storage systems and electric motor technology

Interviewee 3 Lead Modeller: Envisage Group Transcript: 50-51 “I think it would be insane to burn fossil fuels but it’s also insane to carry 2 tonnes of batteries around”

There was an encouraging reaction from participants regarding the development of electric vehicles over the coming years, most participants were accepting of electric powered vehicles. There was a slight consensus that there will be a need for design to change people’s attitudes towards the electric car. There was a similar result from the data that I received back from my questionnaire. Do you believe that electric motor and battery technology will be at a sufficient level by 2020 to enable electric vehicle sales to surpass traditional combustion vehicles

sales?

Figure 4.3 – Showing results from my questionnaire

It was apparent from the data collected that 67% of the professionals questioned were very optimistic about electric vehicles in 2020. My secondary data on this topic was backed up by the questionnaire and interview results, exemplifying that people’s minds are open and accepting to a world with electric vehicles, which will only improve over time.

Interviewee 2 Marketing and PR Director: David Brown Automotive Transcript: 38-41 “I definitely think there is a big trend towards environmentally friendly cars and electric cars, people are looking into them and there are the incentives around to get people to buy them”

From all my research, primary and secondary, regarding electric technology it is clear that electric is here to stay and is gaining in acceptance from the public. By 2020 the year that my project is aimed for, electric cars will be the norm giving my design the best opportunity to be accepted by the widest possible market.


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5. Conclusion Overall, I am very pleased with the response generated regarding my concepts and ideas. The data, both primary and secondary, has helped to inform my decisions regarding the design and specification of my vehicle. Having now completed this design enquiry it has enabled me to write an accurate design brief, presented in appendix 6. Due to the limitation of a word count, one research topic that I would have liked to expand upon more would have been to not just investigate into EU markets but also look further a field. I would have also liked to investigate more energy sources such as hydrogen technology but as there was such a clear lean towards battery technology I focused solely on that. I have acted on the information that I’ve uncovered during this design enquiry and the research collected has facilitated the development of my initial design sketches, presented in appendix 8. My vehicles design specification, which also takes into consideration my research topics is available in appendix 7.


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6. Bibliography Audi. 2013. Audi Crossland coupe concept. [online] Available at: http://images.thecarconnection.com/med/audi-crosslane-coupe- concept_100403519_m.jpg [Accessed: 1 Dec 2013]. Bangle, C. 2013. Chris Bangle Says Current Car Design is Stuck, Lacks Innovation - Carscoops. [online] Available at: http://www.carscoops.com/2013/08/chris-bangle-says-current-car-design-is.html [Accessed: 1 Dec 2013]. Bangle, C. 2013. Car Design: “Real Need For A Change”. [online] [Accessed: 29 Nov 2013]. BBC. 2013. Plan to boost electric car sales. [online] Available at: http://news.bbc.co.uk/1/hi/business/8001254.stm [Accessed: 26 Nov 2013]. Biomimicry's surprising lessons from nature. 2007. [DVD] Janine Benyus. Businessgreen. 2013. All new cars will be ultra low emission from 2040, UK vows. [online] Available at: http://www.businessgreen.com/bg/analysis/2292699/all-new-cars-will-be-ultra-low-emission-from-2040-uk-vows [Accessed: 1 Dec 2013]. Blakeslee, T. 2013. Fueled vs Electric Cars: The Great Race Begins. Available at: http://www.renewableenergyworld.com/rea/blog/post/print/2013/08/fueled-vs-electric-cars-the-great-race-begins-10 [Accessed: 28 Nov 2013]. Carbodydesign. 2013. Creative Automotive Designer - Car Body Design. [online] Available at: http://www.carbodydesign.com/job/43243/creative-automotive-designer/ [Accessed: 1 Dec 2013]. Cardesignnews.com. 2008. Nissan Juke - Car Design News. [online] Available at: http://www.cardesignnews.com/site/home/design_reviews/display/store4/item201818/ [Accessed: 1 Dec 2013]. Cardesignnews. 2013. Design Positions - Car Design News. [online] Available at: http://www.cardesignnews.com/site/careers/design_positions/ [Accessed: 1 Dec 2013]. Car and driver. 2013. Brushless D6 motor system. [online] Available at: http://blog.caranddriver.com/wp-content/uploads/2013/08/06_i8_Workshops.jpg [Accessed: 29 Nov 2013].


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Cenex. 2013. Electric Car Registration Statistics. [online] Available at: http://www.cenex.co.uk/programmes/plugged-in-midlands/electric-car-registration-statistics [Accessed: 26 Nov 2013]. Colorado University. 2013. Solid-state battery could double the range of electric cars. [online] Available at: http://phys.org/news/2013-09-solid-state-battery-range-electric-cars.html [Accessed: 29 Nov 2013]. Department for Transport and Office for Low Emission Vehicles 2013. Hundreds of new chargepoints for electric cars. [press release] 31 July 2013. Duleep, G, 2011. Impacts of electric Vehicles – Deliverable 2. CE-publications, April 2011 Egger, w, 2012. Audi Design Close-Up: A close look at the new design strategy. [online] Available at: http://www.volkswagenag.com/content/vwcorp/info_center/en/themes/2012/11/ Audi_Design_Close_Up_A_close_look_at_the_new_design_strategy.html?ShowPrint=true. [Accessed: 29th November 2013]. Essen, H, 2011. Impacts of electric Vehicles – Deliverable 3. CE-publications, April 2011 Eurostat. 2013. Earnings Database. [online] Available at: http://epp.eurostat.ec.europa.eu/portal/page/portal/labour_market/earnings/database [Accessed: 29 Nov 2013]. Eurostat. 2013. Median gross hourly earnings, all employees (excluding apprentices) 2010. [image online] Available at: http://epp.eurostat.ec.europa.eu/statistics_explained/index.php?title=File:Figure1_Median_gross_hourly_earnings,_all_employees_(excluding_apprentices)_2010.png&limit=500&filetimestamp=20130410120200#filehistory [Accessed: 29 Nov 2013]. Germany Trade And Invest. 2013. Untitled.Electromobility in Germany: Vision 2020 and Beyond, Available at: http://www.gtai.de/GTAI/Content/EN/Invest/_SharedDocs/Downloads/GTAI/Brochures/Industries/electromobility-in-germany-vision-2020-and-beyond.pdf [Accessed: 1 Dec 2013]. Gelbert, A, 2013. Fuelled vs Electric Cars: The Great Race Begins http://www.renewableenergyworld.com/rea/blog/post/print/2013/08/fueled-vs-electric-cars-the-great-race-begins-10 [Accessed 30th Nov 2013] Group, V. 2012. Volkswagen Group Audi Design Close-Up: A close look at the new design strategy. [online] Available at:


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http://www.volkswagenag.com/content/vwcorp/info_center/en/themes/2012/11/Audi_Design_Close_Up_A_close_look_at_the_new_design_strategy.html [Accessed: 1 Dec 2013]. Grunig, 2011. Impacts of electric Vehicles – Deliverable 1. CE-publications, April 2011 HM Revenue And Customs. 2012. UK Personal Wealth Statistics 2008 to 2010. Available at: http://www.hmrc.gov.uk/statistics/wealth/personal-wealth.pdf [Accessed: 26 Nov 2013]. IBM. 2011. http://www.blogcdn.com/green.autoblog.com/media/2012/04/ibm-lithium- air-battery-628.jpg [Accessed: 2 Dec 2013]. ICF International. 2011. Summary Report.Impacts of Electric Vehicles, [Accessed: 1 Dec 2013]. Kampman, B, 2011, Impacts of electric Vehicles – Deliverable 2. CE-publications, April 2011. Marks, C. 2009. Why Is Change So Hard for Some People (Especially Older Ones?). [Accessed: 28 Nov 2013]. Office For National Statistics. 2013. Total Household Wealth by Region and Age Group. Available at: http://www.ons.gov.uk/ons/dcp171776_313608.pdf [Accessed: 26 Nov 2013]. Meiners, J. 2013. BMW Claims That i8 is “Sold Out” Based on Projections, Not Orders. Available at: http://blog.caranddriver.com/bmw-claims-that-i8-is-sold-out-based-on-projections-not-orders/ [Accessed: 1 Dec 2013]. Selig, 2011. Impacts of electric Vehicles – Deliverable 2. CE-publications, April 2011. Ready, O, 2010. Driven: Nissan Juke. [online] Available at: http://www.cardesignnews.com /site/home/design_reviews/display/store4/item201818/ [Accessed: 27th Nov 2013. Rohrbach, E. 2013. Why Change Is Harder As We Age. [Accessed: 1 Dec 2013]. The Charging Point. 2013. UK pure-electric car sales up 684% in 2011. [online] Available at: http://www.thechargingpoint.com/news/UK-pure-electric-car-sales-up-684-percent-in-2011.html [Accessed: 26 Nov 2013].


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Thomas, S. 2013. Fuel Cell and Battery Electric Vehicles Compared. [Accessed: 1 Dec 2013]. Urquhart, C. 2012. Electric car sales in UK expected to double in 2013 as prices start to fall. The Guardian, 29th December. Vaughan, A. 2013. Electric car sales at record high in UK, figures show. The Guardian, 11th November. Westerhoff, N. 2008. Millions of us dream of transforming our lives, but few of us are able to make major changes after our 20s. Here's why. [Accessed: 1 Dec 2013]. Winch, J. 2013. One in ten UK households are asset millionaires. The Telegraph, 22nd May. Wu, K, 2012. A Woman’s Touch, Still a Rarity in Car Design. [online] Available at: http:// www.nytimes.com/2013/10/30/automobiles/a-womans-touch-still-a-rarity-in-car-design.html?_r=2& [Accessed: 26th November 2013].


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Appendix 1 – Raw Chart Data

Average'annual'net'earnings)Country Average'net'annual'earnings'2012'(Euros) Country Average'tax'paid'per'person'2012'(Euros) Country 'minus'taxes'2012'(EurosSwitzerland 38,310.81 Switzerland 1,950.56 Switzerland 36,360.25Norway 38,637.98 Norway 4,939.52 Norway 33,698.46Luxembourg 28,814.08 Luxembourg 1,001.98 Luxembourg 27,812.10Sweden 29,237.97 Sweden 2,877.38 Sweden 26,360.59Austria 26,378.02 Austria 905.50 Austria 25,472.52Belgium 29,114.52 Belgium 4,184.30 Belgium 24,930.22Netherlands 25,361.61 Netherlands 737.56 Netherlands 24,624.05Germany (until 1990 former territory of the FRG)26,791.13 Germany (until 1990 former territory of the FRG)2,366.37 Germany 24,424.76Finland 25,467.42 Finland 2,194.53 Finland 23,272.89United Kingdom 23,905.35 United Kingdom 2,426.17 United Kingdom 21,479.18France 22,604.50 France 1,278.52 France 21,325.98Denmark 26,361.65 Denmark 8,149.07 Denmark 18,212.58Ireland 17,699.81 Ireland 460.72 Ireland 17,239.09Italy 19,090.98 Italy 1,877.50 Italy 17,213.48Iceland 20,383.75 Iceland 3,485.40 Iceland 16,898.35Spain 16,600.15 Spain 605.15 Spain 15,995.00Greece 12,911.43 Greece 338.60 Greece 12,572.83Malta 10,971.96 Malta 258.83 Malta 10,713.13Slovenia 10,000.30 Slovenia 53.87 Slovenia 9,946.43Czech Republic 8,003.58 Czech Republic 212.82 Czech Republic 7,790.76Estonia 7,358.40 Estonia 754.68 Estonia 6,603.72Turkey 6,935.87 Turkey 490.40 Turkey 6,445.47Slovakia 6,279.11 Slovakia 115.48 Slovakia 6,163.63Poland 5,429.23 Poland 220.91 Poland 5,208.32Hungary 5,668.33 Hungary 760.47 Hungary 4,907.86Latvia 5,624.47 Latvia 814.89 Latvia 4,809.58Lithuania 4,764.75 Lithuania 325.77 Lithuania 4,438.98Romania 3,606.38 Romania 268.78 Romania 3,337.60Bulgaria 2,794.60 Bulgaria 206.10 Bulgaria 2,588.50Cyprus : Cyprus : CyprusPortugal 9,726.63 Portugal : Portugal


21

Appendix 1 Median hourly earnings, all employees (excluding apprentices) by age [earn_ses_pub2a]

Last update 31.10.13Extracted on 29.11.13Source of dataEurostatShort DescriptionShort Description is not availableSIZECLAS 10 employees or moreAGE Less than 30 yearsCURRENCY Hourly earningsEuro (from 1.1.1999)/ECU (up to 31.12.1998) Euro (from 1.1.1999)/ECU (up to 31.12.1998)GEO/TIME 2006 2010 Country Less 30 30-49 Over 50European Union (27 countries)8.57 9.46 Norway 19.56 26.28 26.71Euro area (17 countries)8.54 10.46 Denmark 19.79 25.37 26.13Belgium 11.80 13.69 Switzerland 17.68 23.74 24.51Bulgaria 0.55 1.30 Ireland 13.66 19.22 19.49Czech Republic 2.95 4.04 Luxembourg 14.58 19.01 19.81Denmark 15.59 19.79 Belgium 13.69 16.98 18.99Germany (until 1990 former territory of the FRG)10.00 11.66 Netherlands 10.66 16.91 17.24Estonia 2.86 4.03 Finland 13.52 16.80 16.34Ireland 11.22 13.66 Germany 11.66 16.34 16.50Greece 5.07 6.6 Sweden 12.95 15.40 15.40Spain 6.34 7.68 United Kingdom 9.34 14.69 12.96France 10.00 11.39 France 11.39 14.08 15.40Croatia : 4.13 Austria 10.91 13.88 14.10Italy 8.00 9.10 Italy 9.10 11.70 14.37Cyprus 5.61 7.04 Cyprus 7.04 10.56 11.24Latvia 1.87 2.84 Iceland 8.09 10.56 10.37Lithuania 1.89 2.59 Spain 7.68 9.58 11.21Luxembourg 11.70 14.58 Greece 6.6 9.21 12.35Hungary 2.12 3.16 Malta 6.49 8.21 7.46Malta 5.03 6.49 Slovenia 6.08 7.36 7.70Netherlands 7.72 10.66 Portugal 4.07 5.40 5.86Austria 9.27 10.91 Croatia 4.13 4.79 5.22Poland 2.19 3.33 Czech Republic 4.04 4.63 4.46Portugal 3.41 4.07 Estonia 4.03 4.46 3.67Romania 1.00 1.70 Poland 3.33 4.23 4.00Slovenia 4.19 6.08 Slovakia 3.71 4.02 3.90Slovakia 2.21 3.71 Hungary 3.16 3.50 3.53Finland 11.10 13.52 Latvia 2.84 2.93 2.75Sweden 11.76 12.95 Lithuania 2.59 2.73 2.68United Kingdom 9.97 9.34 Former Yugoslav Republic of Macedonia2.09 2.40 2.76Iceland 11.55 8.09 Turkey 1.99 2.25 2.57Norway 15.58 19.56 Romania 1.70 1.95 2.26Switzerland : 17.68 Bulgaria 1.30 1.55 1.57Former Yugoslav Republic of Macedonia, the: 2.09Turkey 1.55 1.99 Special value:

: not availableSpecial value:: not available


22

Appendix 1 Median hourly earnings, all employees (excluding apprentices) by age [earn_ses_pub2a]

Last update 31.10.13Extracted on 29.11.13Source of dataEurostatShort DescriptionShort Description is not availableSIZECLAS 10 employees or moreAGE Less than 30 yearsCURRENCY Hourly earningsEuro (from 1.1.1999)/ECU (up to 31.12.1998) Euro (from 1.1.1999)/ECU (up to 31.12.1998)GEO/TIME 2006 2010 Country Less 30 30-49 Over 50European Union (27 countries)8.57 9.46 Norway 19.56 26.28 26.71Euro area (17 countries)8.54 10.46 Denmark 19.79 25.37 26.13Belgium 11.80 13.69 Switzerland 17.68 23.74 24.51Bulgaria 0.55 1.30 Ireland 13.66 19.22 19.49Czech Republic 2.95 4.04 Luxembourg 14.58 19.01 19.81Denmark 15.59 19.79 Belgium 13.69 16.98 18.99Germany (until 1990 former territory of the FRG)10.00 11.66 Netherlands 10.66 16.91 17.24Estonia 2.86 4.03 Finland 13.52 16.80 16.34Ireland 11.22 13.66 Germany 11.66 16.34 16.50Greece 5.07 6.6 Sweden 12.95 15.40 15.40Spain 6.34 7.68 United Kingdom 9.34 14.69 12.96France 10.00 11.39 France 11.39 14.08 15.40Croatia : 4.13 Austria 10.91 13.88 14.10Italy 8.00 9.10 Italy 9.10 11.70 14.37Cyprus 5.61 7.04 Cyprus 7.04 10.56 11.24Latvia 1.87 2.84 Iceland 8.09 10.56 10.37Lithuania 1.89 2.59 Spain 7.68 9.58 11.21Luxembourg 11.70 14.58 Greece 6.6 9.21 12.35Hungary 2.12 3.16 Malta 6.49 8.21 7.46Malta 5.03 6.49 Slovenia 6.08 7.36 7.70Netherlands 7.72 10.66 Portugal 4.07 5.40 5.86Austria 9.27 10.91 Croatia 4.13 4.79 5.22Poland 2.19 3.33 Czech Republic 4.04 4.63 4.46Portugal 3.41 4.07 Estonia 4.03 4.46 3.67Romania 1.00 1.70 Poland 3.33 4.23 4.00Slovenia 4.19 6.08 Slovakia 3.71 4.02 3.90Slovakia 2.21 3.71 Hungary 3.16 3.50 3.53Finland 11.10 13.52 Latvia 2.84 2.93 2.75Sweden 11.76 12.95 Lithuania 2.59 2.73 2.68United Kingdom 9.97 9.34 Former Yugoslav Republic of Macedonia2.09 2.40 2.76Iceland 11.55 8.09 Turkey 1.99 2.25 2.57Norway 15.58 19.56 Romania 1.70 1.95 2.26Switzerland : 17.68 Bulgaria 1.30 1.55 1.57Former Yugoslav Republic of Macedonia, the: 2.09Turkey 1.55 1.99 Special value:

: not availableSpecial value:: not available


23

Appendix 2 – Persona


24

Appendix 3 – Example consent form Interior, Exterior Connections 2020 374ID: Design Enquiry Matthew Robson INFORMED CONSENT This research is concerned with the effect of forming a connection with the exterior and interior of a vehicle on the end user. The purpose is to collect empirical data, through face-‐to-‐face interviews and to see what you have to say regarding the aspect the connecting the interior and exterior design. Data will be used within a research report and to also make a comparison against other case studies to see how other automotive designs are approached. Please initial 1. I confirm that I have read and understood the participant information sheet, for the above study and have had the opportunity to ask questions

2. I understand that my participation is voluntary and that I am free to withdraw at anytime without giving a reason

3. I understand that all the information I provide will be treated in confidence

4. I understand that I also have the right to change my mind about participating in the study for a short period after the study has concluded (6th of December 2013)

5. I agree for anonymised quotes to be used as part of the research project

6. I agree to take part in the research project

Name of participant: ......................................................................................................... Signature of participant: ................................................................................................. Date: ......................................................................................................................................... Witnessed by (if appropriate): ....................................................................................... Name of witness: ..................................................................................................................


25

Signature of witness: .......................................................................................................... Name of Researcher: ........................................................................................................... Signature of researcher: ................................................................................................... Date: ...........................................................................................................................................


26

Appendix 4 – Interview Transcripts and Questions Transcript: Face to Face interview with Interviewee 1 28th November 2013

1 Researcher: What is the name of your organisation/job role?

2

3 Interviewee 1: David Brown Automotive Chief Designer

4

5 Researcher: What do you think of the automotive industry and its

6 approach to a more homogenous design ethos, such as Audi and their

7 newly linked interior and exterior design studios?

8

9 Interviewee 1: This tends to go in phases really, I have been working

10 in this industry for quite some time and within this time we have had

11 periods where there have been interior studio exterior studio and they

12 have been separate and I have had periods where it has been a project

13 studio seating both interior and exterior people together. Personally I

14 think it is better if they sit together because then you will get something

15 where the interior relates to what we have got on the outside of the car

16 and visa versa.

17

18 Researcher: Do you think that is one of the key things when designing

19 a car?

20

21 Interviewee 1: Yes definitely important to have a link between the two.

22

23 Researcher: What do you think about the current cars on the market

24 today, do you think there is a lack of that?

25

26 Interviewee 1: Yes I do and for me if you look at ford I think some of

27 the exteriors haven’t been to bad over the recent years but their

28 interiors have gone in the opposite direction looking very cheap with

29 blingy plastic. I have also noticed on their latest model they have dulled


27

30 it all down so I think they have realised after all it is what you live with

31 all the time. You might like the exterior and that effects your initial

32 choice but if your gonna sit behind cheap plastic then it’s a bit off

33 putting.

34

35 Researcher: How would you describe the current automotive trends in

36 Europe now that were coming up out of a recession?

37

38 Interviewee 1: I think that we will probably find that we will need more

39 luxury, it is inevitable. If you look at most cars these days there all

40 reliable they all go on forever, that all cost a similar amount. You sit

41 behind the steering wheel most of the time so what you have on the

42 inside is going to be pretty influential. I can see more attention to detail

43 and how they are all treated coming about

44

45 Researcher: Do you think a higher end market will be emerging?

46

47 Interviewee 1: Yes its inevitable you only have to go back to the 70’s

48 where you didn’t get a heater or a heated rear screen, so as things

49 progress people expectations become higher so the high end of the

50 market is being squeezed even more and more so something has to be

51 done to justify premium price.

52

53 Researcher: Do you think younger people are merging into this

54 market?

55

56 Interviewee 1: Yes I do I think younger people have more spending

57 power now than they ever did and I think that shows not just in cars but

58 other consumer areas, like they will spend more money on technology

59 and having the most modern things.

60

61 Researcher: Given that the world is becoming more and more polluted

62 do you think electric motors and battery technology is at an appropriate

63 level to be used successfully in production vehicles in the near future?


28

64

65 Interviewee 1: No, no where near and we all know what is being said,

66 if everyone turned to an electric car we wouldn’t have any lights on in

67 the house. You’ve got to generate the electricity in the first place and

68 the batteries are big and heavy. There is still a massive range anxiety

69 that I don’t see any sign of being eased. If you look at volume of sales

70 they haven’t risen, they are flat. Until one battery technology changed

71 so the range anxiety goes away or if they change resources and go to

72 hydrogen, which to me personally makes more sense as you can go to

73 a filly station and do the same operation. I don’t think battery

74 technology is the way forward.

75

76 Researcher: Would it change your mind if something new and

77 innovative in the electric car market, is that what is needed to sway

78 peoples minds?

79

80 Interviewee 1: No, I think you need to get rid of the range anxiety. If

81 you have a car that will do between 1-300 miles then 8 hours of charge

82 then your always going to get than anxiety. Even though in reality

83 people only drive 15miles before parking that wont change peoples

84 perception of that range.

85

86 Researcher: Overall how do you think the automotive industry will

87 develop over the next few years?

88

89 Interviewee 1: If you’re talking about next few years I don’t think you

90 will see any change in proportion technology, while there is oil at

91 relatively cheap prices it is going to be the internal combustion engine.

92 In terms of car themselves because there’s cheaper technologies that

93 you can put into the car that’s going to squeeze the premium end of the

94 market, the Ford Focus will have the same amount of technology as a

95 Range Rover the only difference will be is how it is executed. And even

96 that the cost difference between that and luxury is squeezing, so there

97 will be a lot of pressure on luxury car markers to keep there place.


29

98

99 Researcher: So do you think there will be less emphasis on technology and more on

materials and design?

100 Interviewee 1: Yes

Transcript: Face to Face interview with Interviewee 2 28th November 2013


102

103 Interviewee 2: David Brown Automotive job role marketing and PR

104




108

109 Interviewee 2: I think its really interesting as it hasn’t really been done

110 before, it will deifnatly help to put more cars on the market that have an

111 interior that meets up to the interior, or visa versa

112



115

116 Interviewee 2: I think there is a definitely trend toward greener cars and

117 definitely a trend towards something that is a little bit different and has

118 a different design language to what is around already.

119




123

124 Interviewee 2: Yes definitely I especially think the younger generation is

125 being brought up a lot more environmentally aware. There are certainly


30

126 people looking for greener cars and electric cars. I think the expansion

127 of charge point will happen and there will be more people willing to

128 invest in an electric car.

129



132 Interviewee 2: I think there are two end of the spectrum, the ultra luxury

133 vehicles where they are being made in the country, sourcing materials

134 and labour from the country so you can make sure the quality is what

135 you expect it to be, going back to handcraftsmanship before

136 technology, but on the other hand there is a trend for cheaper reliable

137 vehicles that really stand out design wise, for example the Fiat 500

138 which stand out and is clearly design orientated but is affordable to

139 those who don’t have a lot of money to spend. I defiantly think there is

140 a big trend towards environmentally friendly cars and electric cars and

141 people are looking into them and there is the incentives around to get

142 people to buy them.



2

3 Interviewee 3: Envisage Group, Lead Alias Modeller

4




8

9 Interviewee 3: A lot of the companies are now running many companies

10 under one umbrella, so there are many derivatives of one product. Things

11 being to become more personalised so there are umpteen options per


31

12 car and umpteen options per chassis. People want more personally

13 related product want to feel like it is there, but on the other hand they

14 want to mass produce cars. So something between the two is needed.

15

16 Researcher: Looking at the cars you have worked on do you think

17 there is an equal balance between the interior and the exterior in term

18 of form language and design?

19

20 Interviewee 3: There are a couple of examples where this has worked

21 well, for example the Mini and possibly the Fiat 500 and the beetle all of

22 which are effectively retro vehicles which effectively go down to

23 personalisation I believe, other trends to be made on the bigger

24 vehicles, make it fell more luxurious and more like a lounge rather than

25 a car. I think its becoming a trend in England and parts of Europe of

26 how much leather and wood can you put in a car which doesn’t effect

27 the outside.

28



31

32 Interviewee 3: A lot of eastern companies are using European companies

33 to design their vehicles to hold on to European design ethos so you have

34 the likes of KIA and other such companies, Nissan to a certain extent

35 as it is one of their larger markets. There is a responsibility within their

36 product range in Europe and America.

37

38 Researcher: In terms of clients and the person buying the car what do

39 you think they are looking for when buying a new car?

40

41 Interviewee 3: Very few people will buy something terribly unusual

42 because they like the idea of being accepted, again shows trend in retro

43 vehicles. Going back to the car they used to have a remembering what

44 the had before, it is an evolution of that.

45


32




49

50 Interviewee 3: I think it will be, it is insane to burn fossil fuels but it is also

51 insane to carry 2 tonnes of batteries around. From a design

52 perspective it doesn’t really matter what powers a vehicle, can be from

53 an elastic band to hydrogen fuel it’s the aesthetics. People always by

54 cars on freedom to move around and there for individual. There is no

55 end of advantages to electric vehicles, you can hide batteries in wheels

56 so you can expand your space or decrease yourself.

57



60

61 Interviewee 3: Even fewer manufactures and more spin off from

62 manufactures, the larger manufactures will have several badges under

63 one umbrella, and they will use one chassis and body.



2

3 Interviewee 4: David Brown Automotive, job role Designer

4




8

9 Interviewee 4: It can only be a positive, having both the interior and

10 exterior designers working together, linking the two opens opportunities

11 for new ideas.

12


33

13 Researcher: Do you think this is previously lacking?

14

15 Interviewee 4:: I would definitely say so, current interiors you can see

16 there getting better but there is still room for improvement. We have

17 looked at it as well and it is definitely the way forward.

18

19 Researcher: How would you describe the current automotive market

20 trends in Europe now that were coming up out of a recession?

21

22 Interviewee 4: I think the way things are going, people expect more

23 bespoke items and more personal items so things like the word

24 jewellery get chucked about a lot, so jewellery in the interior and

25 exterior more is excepted and car prices are getting more expensive as

26 a result of this. 27

28 Researcher: Do you think younger people are looking for something

29 bit more out there, a bit different in terms of design?

30

31 Interviewee 4: I think that’s always been happening, every generation

32 probably asks for more, I know that I expect more now that I am

33 coming through and I expect cars with higher expectations. Yes of

34 course I definitely agree with that.

35




39

40 Interviewee 4: Tessella are doing it right now, BMW brand strategy

41 seems to be going that way as well. It may not be for everyone but it is

42 definitely a viable option that people should be looking into.

43

44 Researcher: Could you see yourself going out and buying an electric

45 vehicle?

46


34

47 Interviewee 4: Yes I can actually, there must be ways to make it

48 sexier, so why not.

49



52

53 Interviewee 4: Over the next few years I think that there will be some

54 sort of change weather it will be interior or exterior, there will be need

55 for change to make electric vehicles more appropriate. There will be a

56 need for design to change peoples attitudes towards the electric car, so

57 weather it is linking the interior and exterior like you mentioned or

58 something like that, there needs to be a positive design change.


35

Appendix 5 – Questionnaire Example Sheet and Results Interior, Exterior Connections 2020 374ID: Design Enquiry Matthew Robson Research Questionnaire 1. Is there a risk of the automotive industry declining due to the lack new and original design? (Please circle)

Agree Disagree 2. What are your feelings regarding Chris Bangles statement about the automotive industry: (Please circle) “There is a real need for a change and it’s just not happening” (Bangle 2013)

Agree Disagree 3. Do you believe there is currently a strong connection between the exterior and interior in current automotive design? (Please circle)

Yes No 4. As a designer how highly would you rate trying and create a link between the interior and exterior when developing a new design? (Please circle)

Highly Average Low 5. What age group do you current think has the most expendable income? (Please circle)

18-25

25-35

35-45

45-55

55-65


36

6. What age group do you think are most willing to accept new and innovative design? (Please circle)

18-25

25-35

35-45

45-55

55-65 7. Do you think there is a need for electric vehicles that lower our carbon emotions? (Please circle)

Yes No 8. Do you believe that electric motor and battery technology will be at a sufficient level by 2030 to enable electric vehicle sales to surpass traditional combustion vehicles sales? (Please circle)

Yes No Do you have any additional comments? Thank you for taking the time to complete this questionnaire, your input and opinion is highly valued and appreciated


37

Research Questionnaire Results 1. Is there a risk of the automotive industry declining due to the lack new and original design? 2. What are your feelings regarding Chris Bangles statement about the automotive industry: “There is a real need for a change and it’s just not happening” (Bangle 2013)


38

3. Do you believe there is currently a strong connection between the exterior and interior in current automotive design? 4. As a designer how highly would you rate trying to create a link between the interior and exterior when developing a new design?

3

1

5 Highly

Average

Low


39

5. What age group do you current think has the most expendable income? 6. What age group do you think are most willing to accept new and innovative design?


40

7. Do you think there is a need for electric vehicles that lower our carbon emoitions? 8. Do you believe that electric motor and battery technology will be at a sufficient level by 2020 to enable electric vehicle sales to surpass traditional combustion vehicles sales?


41

Appendix 6 – Design Brief

Introduction Why isn’t there more of a link between exterior and interior in current automotive design? One of the biggest emotional factors when buying a car is the way it looks, so why when this is one of the largest factors there is no/minimal feel/transfer of that emotion through to the interior where the owner spends most of the time. Having one general homogenous design theme that is executed throughout the interior and exterior is something that has been over looked in current automotive design. The target consumer who will adopt this new design approach will be in their twenties to late thirties as they are more open to accepting new things. The design will compete in the grand touring segment with current cars such as the Mercedes SLS and the Ferrari 599. There are only a few examples where original equipment manufacturers (OEMs) have taken this into consideration, for example Audi with their most recent models, albeit in a very safe and conservative way. Pulling more of the exterior themes inside to the interior will add a new level of desirability as well as enhancing the day-to-day experience.

“News: German car brand Audi has announced a new design strategy, bringing the interior and exterior design studios together to encourage faster innovation and stimulate greater dialogue between the teams” (Dezeen Magazine)

Project Aim

The aim of this project is to create a link between the exterior and interior by exploring new surfacing, materials, drivetrain technologies and design themes. Project/Research Objectives Form Design – Create a vehicle that has a strong aesthetic and physical link between its interior and exterior design themes. Technology – Use new electric drivetrain technology to free the design from the constraints of the combustion engine as well as nano technology to minimalize visible electronics. Human Factors – Evoke the same emotional response between when first seeing the car and when first sitting inside. Target Audience Primary market – Thirty to fifties, affluent with large expendable income based in the UK/Europe and will predominantly use the car on a weekly basis.


42

Initial Design Constraints Must use electric motors due to new government legislation By 2020 European governments have placed very stringent rules on how much CO2 new cars can produce. These are very difficult to reach unless you have an all-electric vehicle. ‘We [the UK Government] introduced carbon budgets as part of the Climate Change Act 2008 to help the UK reduce greenhouse gas emissions by at least 80% by 2050.’ (www.gov.uk 2013) Low to minimal CO2 producing vehicle To maximise the interest from the growing ‘green’ market segment as well as decreasing running costs. ‘The green market has been growing fast and shows no signs of slowing. The global environmental industry is presently worth almost one and a half trillion dollars and it is expected to double in the next decade.’ (The Green Market Oracle) Appeal to the market of affluent people based in Europe Create a design that will interest this market as well as create a high level of desirability. Finished to a very high standard using luxury handmade materials High standard of finish that will compete with some of the most luxurious cars of today. Compete with today’s sports cars in terms of performance Must have high performance as the target market considers this to be a large factor when buying car. Project Management Deadline 8th of May Project plan - See Gantt chart (previously handed in)


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Appendix 7 – Design Specification

Design Specification Create a physical link between the exterior and interior Use materials from the exterior on the interior as well as similar forms creating a link between the two Visual influences will be taken from biomorphic forms in product design as well as the interaction of outside/inside in architecture Minimise use of A-surface materials to two or three for exterior and interior Must showcase the use of electric power and new battery technology Use the space that has been freed up by the electric drivetrain to aid in the creation of innovative surfacing Create a design that showcases quality materials and reduces the visual impact of technology Performance Specification User Factors Typical customer will be a HNWI (high net worth individual) aged 35-50 years Vehicle is intended predominantly for high-end European markets Priced at £150,000 to £200,000 Used for personal transport on a weekly basis Controlled manually by driver with built in systems for accident prevention systems Must carry two people in comfort with room for weekend luggage Interact with the users mobile devices Technical Factors Must use the latest battery technology Lithium-air helping to extend range. Use the internal battery as structural part of the chassis Main materials will comprise of Aluminium, Carbon Fibre and recycled Plastics Batch production with some hand beaten panels and hand fitted interior Powered by electric motors removing the constraints of the combustion engine providing a more flexible package Range must be over 300 miles Must include a fast charge system Maximum size: L 4000mm, W 1800mm, H 1500mm Maximum weight: 2500kg Responsibility Factors Must produce very low to zero CO2 All materials used must not harm the environment and be easily recyclable Must adhere to all current automotive safety standards Volume of 500 - 750 cars


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Automotive Design - Interior, Exterior Connections

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