Vehicle Design

Reference Book

Mini Cooper

• Communication: Toy car in real drivable car, Vintage, High Engagement

• Keyword: Indulgence, Excitement, Adventure, Gamification, Silly

• Color: Red, Cream, Green

• Marketing strategy

‐ TA: Like Arts, Sports, and Community Causes.

28-35 years old. Male.

‐ Design Philosophy:1. Toy-Like:

A set of toys that emulate MINI Cooper's design

philosophy of fun and uniqueness. The products are

straight forward and comprehensive in function and

aesthetic.

2. Sporty:

Each item is designed to spark a young child's sense of

imagination.

VW Beetles• Communication: Toy car in real drivable car, Vintage, Individualistic, Fun, Adorable

• Keyword: The people’s car, Humorous, Bug, Little, Life Style

• Color: Bright, Cartoonish

• Marketing strategy

‐ TA: Successful and Affluent Woman. 25-30 years old.

1+ children btw 5-15 years old. Technology savvy.

‐ Design Philosophy:

Teardrop-shaped car with a rear engine seems to have

entered National Socialist consciousness in Germany.

Nostalgia and the more fun, cartoonish design.

BMWi• Communication:

Sustainable Value

• Keyword:

Innovation, Live, Reliability

• Color: Yellow, Blue, Green

1. Ground-breaking Sustainability

E.g.: Black belt runs from the front, over the roof, to the rear in all BMWi models.

2. Dynamic stream-flow design

The Air Curtains and striking details such as the LED Daytime Running Light in a distinctive U-shape and

the LED rear lights.

• Marketing strategy

‐ TA: Environment Awareness. Leadership. Visionary. High Income. 30-40 years old.

‐ Design Philosophy:

Harley-Davidson / BMW

• Communication: Vintage, Hard Living, Post-Punk, Individuality, Sexuality, Unsafe

• Keyword: Freedom, Powerful, Traditional American Lifestyle, Chauvinism

• Color: Black, Khaki

• Marketing strategy

‐ TA: Caucasian males. 35+ years old.

Upper-mid income.

‐ Design Philosophy:

Nobody rides a motorcycle because it is safe.

Riding a motorcycle makes us freer than

driving a car.

Schuberth • Communication:

• Keyword:

• Color:

• Marketing strategy

‐ TA: Males.

How they can inspire us?

Pros:

1. Individualistic Lifestyle

2. Vintage

3. Adventure & Engagement

4. Higher Income Level

Cons:

1. Lack of Woman Awareness

2. Lack of Innovations (Except for BMW)