How to predict radical car design acceptance?

Executive Summary

This study explores how willing people in Sweden and China are to accept new car designs, specifically cars that use cameras instead of rear windows. We asked 1,546 people from these countries whether they liked this modern design and if they would be willing to use it. The results showed that while many think the design is cool and futuristic, not everyone is ready to have it in their own cars.

The study used data to help car designers understand what customers really want, aiming to make it easier for them to create cars that people are excited to buy and use. This could help car companies introduce new technologies more smoothly and match what people expect from future cars.

Key Takeaways

Futuristic Appeal vs. Practical Acceptance: While the idea of replacing rear windows with camera systems is seen as innovative, actual consumer willingness to embrace such a radical change varies between Sweden and China.

Geographical Differences: Swedish participants exhibited more conservatism towards radical design changes compared to their Chinese counterparts, who showed a higher openness to such innovations.

Demographic Insights: Younger and middle-income Chinese participants are more receptive to new technologies compared to other demographics.

Data-Informed Design: Using data to guide automotive design decisions significantly enhances the alignment of product features with consumer expectations, thereby reducing market risks and fostering acceptance.

Impact of Vehicle Type: Owners of electric and hybrid vehicles are more likely to accept innovative features, showing a correlation between eco-friendly vehicle adoption and openness to new technologies.

Conclusions

The study underscores the critical role of consumer acceptance in the successful integration of innovative technologies in automotive design. The clear divergence in acceptance between different demographics and regions highlights the necessity for a nuanced approach in the design and marketing of new automotive technologies. The implementation of a Data-Informed Design strategy can significantly help designers by providing deeper insights into consumer preferences, thus enabling more targeted and successful product launches.

Why this study happened

As the automotive industry rapidly evolves, focusing on electrification and digital integration, we examine the critical role of consumer acceptance in the adoption of innovative car designs. With the industry shifting towards environmentally friendly and technologically advanced vehicles, we as designers face pivotal decisions: whether to stick with existing design norms or introduce groundbreaking changes and how to effectively predict the potential success of these innovations.

At the core of our study is the concept of user acceptance, defined as the potential customer's readiness to adopt and use new technologies. The successful integration of new designs critically depends on their acceptance; without it, even the most innovative features could fail, leading to financial losses and missed opportunities for advancement. We highlight established frameworks such as the Technology Acceptance Model (TAM) and Product Generation Engineering (PGE) that help in understanding and predicting consumer behaviors toward new technologies.

Simplified Illustration of Product Generation Engineering Model

To tackle these challenges, we advocate for the adoption of Data-Informed Design (D-I-D). This approach utilizes customer data and feedback to inform design decisions, aligning product features more closely with consumer expectations. By integrating such data into the design process, we are bridging the gap between our design intentions and consumer expectations, making the design process more consumer-centric. This strategy not only enhances the likelihood of acceptance but also stratifies the introduction of innovative features, ensuring that new car designs resonate well with the target market and lead to successful product launches.

Car Design Studios Considerations

In the face of the car industry’s shift towards electric vehicles, design studios are rethinking traditional car designs. Notably, the introduction of wide-angle camera displays in place of rear windows, first seen in models like the Maserati MC20 and further developed in the Polestar 4, has significantly changed how cars are built and function. These changes enhance vehicle safety and functionality by providing a digital view that can be switched off to see the back seat when needed.

"With Polestar Precept we previewed a stunning new occupant experience by removing the rear window and pushing the rear header, which plays an integral safety role, further back. This means that now rear occupants can have a unique experience in our SUV coupé" - Maximilian Missoni , Head of Design at Polestar.

The move to electric vehicles has given designers more freedom since the engines that once took up a lot of space are no longer needed. This has led to the use of a 'skateboard' layout for the batteries, which improves the car’s balance and handling while also making the interior more spacious and versatile. Designers are also smoothing out the exteriors of cars to make them more aerodynamic, which helps increase the car’s efficiency and driving range.

By starting from scratch with designs, studios are not just meeting the technical and style demands of modern vehicles but are actively shaping what future cars will look like. This approach is about merging practicality with new, exciting designs to better meet the needs of today's consumers and environmental goals.

Electrification was not just a shift in powertrain technology; it was a catalyst for a new era of automotive design, where the fundamental principles that once dictated car aesthetics are being reimagined.

Original Sin

There is a significant knowledge gap that exists between the intentions of car designers and the perceptions of customers regarding a product, particularly concerning its functionality.

Car manufacturers often operate with a limited understanding of how customers perceive the sensory attributes of design elements. Conversely, customers may find it challenging to articulate their views on complex products like cars.

Knowledge Gap and Information Asymmetry in Design

Traditional marketing research techniques fail to capture the full significance and context of a design feature from the user's perspective. There can be a notable discrepancy between customer attitudes toward technology and designers' visions of their creations. This gap in understanding and communication can be substantial and has a profound impact on the acceptance of new technology. It should be narrowed throughout the design phase to prevent an imbalance of information between designers and customers, which could hinder the success of new technological advancements in the automotive industry.

Diving Into the Methodology: Studying Car Design Preferences

To understand how people in Sweden and China feel about new and bold car designs, we put together a detailed study. We started by asking car designers to create a range of designs, from slight changes to completely new looks. Out of over twenty designs, we chose seven key ones to focus on. These were chosen to see how different and radical changes might appeal to potential customers.

We then created four online surveys, two for people in China and two for those in Sweden, each in their own language. The surveys used a method called Best-Worst Scaling (BWS), where participants picked the designs they liked most and least. This method helps us see which designs stand out positively and negatively.

The surveys were short, about 10 to 20 minutes, and aimed to involve a wide range of people. We included people of different ages, incomes, and lifestyles to get a broad view of preferences. This variety helped us analyze how different groups might view these new car designs differently.

We used the analysis tool PowerBi Pro to examine the survey results. We checked how factors like age, gender, family size, income, and the type of car people currently drive might influence their choices. This thorough analysis helped us understand the various factors that affect how new car designs are received, providing a clear picture of what might influence car buying decisions in the future.

Study Design

In our investigation into consumer acceptance of radical car designs, we initiated the study by engaging studio designers to develop a series of visualizations. This process began with the generation of two distinct design concepts—one radical and one conventional—and evolved to include over twenty design variations. From these, we carefully selected seven designs to proceed to the evaluation phase.

Example of Design Variants Presented to Participants

For the assessment of these designs, we constructed four distinct online surveys—two each for participants in China and Sweden. This setup was critical in obtaining a nuanced understanding of how various demographic segments perceive and accept new car design features.

Study Flow and Procedure

Results

The initial phase revealed a striking consensus: participants from both countries recognized the designs incorporating wide-angle cameras in place of traditional rear windows as indicators of futuristic innovation. Notably, the designs that combined cameras with different tailgate configurations were favored, demonstrating a blend of modernity and functionality that appealed broadly across demographics.

We also examined the willingness of consumers to actually purchase cars with these radical design features. Here, the responses showed more variation. In China, the younger, tech-savvy demographic displayed a strong preference for camera-based designs, viewing them as a forward-thinking choice for their next vehicle. Conversely, in Sweden, there was noticeable caution, with a significant portion of the population showing a preference for traditional designs, highlighting a cultural inclination towards practicality and established norms.

Things to think about

The challenge for car designers is not just about offering multiple design options but about making informed choices that fit within real-world constraints, align with their brand's vision, and meet customer expectations.

Historically, car designers have heavily relied on data and insights from marketing teams to gauge consumer expectations. However, the data-gathering process often remains opaque and sometimes disconnected from the tangible realities of car design. Surveys and focus groups, while useful, may not always capture the depth of consumer insights needed for breakthrough innovations in car design.

To address these challenges, we highlight the evolving role of designers as co-creators who are informed by a methodology we describe as Data-Informed Design. This approach utilizes data analytics to refine the design process, ensuring that it not only meets but anticipates consumer needs and behaviors. This method helps designers make more informed decisions, reduces reliance on trial and error, and enhances the efficiency of the design process.

Through the application of Data-Informed Design, we demonstrated how quickly and effectively designers could adapt to consumer feedback. We highlighted a case study in which this approach helped bridge the knowledge gap regarding a radical design feature's acceptance in China and Sweden.

Disclaimer: This Future Insight is an adaptation of the original research article, “Data-informed design in the automotive industry: customer acceptance study in Sweden and China on radical car design.” It will be presented at Design 2024 Conference, Dubrovnik, organized by The Design Society

About this paper:

Stylidis, K., Quattelbaum, B., Konrad, F,., Simpson, J., Lorin, S,. & Söderberg, R. (2024)

Link: https://doi.org/10.1017/pds.2024.83