Interlocking worlds

Abstract

This thesis is the documentation of a design proposal for a 2035 envisioned concept for Volkswagen Escapism mobility that responds to a rapidly changing mobility demand. The rapidly growing population is changing the urban landscape and how we move around in our cities. Technological developments are giving us more control over smart systems and create new interactions with our surroundings. In regulated urban systems, the desire for freedom that is deeply rooted in our human character is becoming increasingly more difficult to satisfy. Problem In 2015, the automotive industry witnessed the hard consequences of the Dieselgate. Nowadays, Volkswagen still suffers from the scandal, as it influences the brand image negatively. Although the brand is building a fully electric identity, Americans still relate to the Dieselgate when they talk about Volkswagen. The people’s opinion of Volkswagen used to be shaped by the iconic models of the past but is now overruled by negativity. In order to enlarge the American market share, Volkswagen should design an eye-catching mobility concept in order to re-establish the brand image. Vision The American Volkswagen driver is someone who irrationally chose to drive a Volkswagen in search for emotional connections with the product. These people will feel uncomfortable in the future which will be shaped through the strive for efficiency. They feel more related to the other side of the future, one that focuses on escaping the daily life and experience memorable moments. In order to re-attract the American Volkswagen driver, the portfolio should offer a product that bridges both worlds, a product that is pushing them to take the risk while feeling trusted going out of their comfort zone. Design The design proposal, named Volkswagen Valor, was developed in corporation with Volkswagen’s design studio in Wolfsburg. It is a 3-person vehicle that offers two configurations. Each configuration is tailored perfectly to the desired interaction, both in the future world of efficiency as in the world of escaping. Valor provides the smooth transition between both worlds and offers several features that give the passengers a memorable experience. Valor is a fresh looking concept with a silhouette that will become iconic in the future. The design language is showing the risk-taking character while breathing the confidence of trustworthiness, embodied by a future interpretation of Volkswagen’s American design language. Evaluation Valor was evaluated by professional car designers working in the Wolfsburg studio. The proposal was reviewed as provoking and interesting. The goal of creating something fresh and unique in order to become iconic in the future, responded perfectly to the evaluation of the proposal. It was evaluated that the vehicle responds logically to the problem and fits well in the envisioned future.