AUTOMOBILE

Development of a crossover model
We examined what the future will look like in the area of off-road vehicles (more precisely: sports utility vehicles) for a big German car manufacturer. For this purpose, we interviewed people in three different countries:

In the USA, where of course all relevant trends in the area of SUV originate. More than 50% of all newly registered vehicles in the USA are now SUVs.

In Tokyo - the capital of show off, status- and self portrayal. SUVs are NO MORE THAN status symbols here.

In Cape Town, South Africa, because people really need these vehicles for sports and off road usage here.

We examined the drivers' attitudes, their intentions of buying such a vehicle now and in the future, its use in the family, its position in the market and the future of car design, taking into consideration the semantics of design. (Why do SUVs seem dangerous from the outside while being a mobile nest from the inside?)

Our development- and trend analysis as well as the concept recommendations significantly helped in the development of a new and recently presented crossover SUV. The model was launched in 2005.