Presentation - Automotive Group Marketing

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CCS Design Student Concept
What do Future Consumers Want?
A look into the needs and wants of future mobility
Tejas Desai, Head of Interior Electronics Solutions, Continental North America
May 11, 2016
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Mobility Is Changing
Challenges for Society and the Automotive Industry
Traffic Collapse
Accidents
Emissions
Source: time.com, NHTSA, Inhabitat.com
WardsAuto Interiors Conference
Public
May 11, 2016
Tejas Desai © Continental AG
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How will urban traffic develop in the future?
New York Time Square, 2009
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May 11, 2016
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3
How will urban traffic develop in the future?
New York Time Square today
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May 11, 2016
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4
How has digitalization changed the world?
St. Peter's 2005
Photo: Luco Bruno / AP
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May 11, 2016
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How has digitalization changed the world?
St. Peter's 2013
Photo: Michael Sohn / AP
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May 11, 2016
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Developing Solutions to Enhance Lives
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Consumer Persona Research: Qualitative and quantitative
› Developing Technology just for technology sake is not the answer.
› We wanted to know what kind of experiences consumers want to have in their
vehicle; then find an appropriate and engaging match to technology.
Research Approach:
› In depth focus groups were held to understand the end user wants and
desires, followed by online quantitative research.
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May 11, 2016
Tejas Desai © Continental AG
8
What do I
want my car
to do for me…
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Student Concepts based on Personas
Designed with the future in mind
If I don’t have to drive anymore,
what can my car do for me?
Concept example
Hologram meetings
while driving
autonomously
Concept example

Virtual computer with
projected screen


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Partnered with Center for Creative
Studies (CCS) and Subaru
CCS students were part of the Masters
program and from the Transportation
Design and Interaction Design
curriculums
Concepts were based on Persona
research
May 11, 2016
Tejas Desai © Continental AG
10
Student Concept based on Persona
Example: Environmental Engineer
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Student Concept based on Persona
Example: Nature Science Professor
Oliver Xavier
2025
Simple Retreat + Commander-in-chief
Nature Science Professor
Income $100,000
Lansing, MI
Age 62
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Student Concept based on Persona
Example: Freelance Management Consultant
Chore’ographer
Maxwell Smart
Freelance management
consultant
Persona
Interaction models
Design
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Please cover the shaded area with a picture.
(24,4 x 7,6 cm)
Thank you
for your attention!
Follow us on:
www.continental-corporation.com
ContiPress
@ContiPressNA