SUV Design

A collaborative group project with the help of Deepti Shetty and Shubham Chauhan

The project is about empowering and enriching the lives of women in India, celebrating their values, and delivering a driving experience that's journey of self-discovery. In every detail, from its style and functionality to its unwavering focus on well-being, this SUV is more than a vehicle – it's a companion, a confidant, and a true reflection of your desires.

Market Understanding

Here we tried to understand on what market we'll be working, what is the audience, what are their needs, what are the current trends, and what is going to be the future prediction for the area we are working in.

What people wanted

Interviews

For the Instance we did interviewed

7 people from different age group

Different Demographics

Different needs and aspirations

4 Male & 3 Female Candidates

Interactive cards

For the interview and personal preferences, we planned to have an interactive game session, where we used different types of cards to determine users needs, and aspirations.

3/7 were Sub/Compact SUV owners, 3/7 Sedans, 1 Hatch and 1 aspires to buys one soon.

Majority of people percieves SUV with character like, Power, Pride, Trust and Strength.

Other emotions were also associated, which was Aggression and Rage.

Majority of people percieves themselves to have a fun experimental personality, with a formalness in it, and on weekends which switches to adventurous, outgoing person.

Talking about technology, the reviews were more focused on safety aspects of the vehicle, yet there were a few cosmetic updates that also grabbed attention of the users like ambient lighting, active ground clearance, etc.

Key Takeaways

Most of the people out of survey aspires to take their SUVs on mountains and hills, followed by riverbeds, snow region and complete offroading capabilities.

Following up with the the future of automotive interiors, minimalism yet futuristic was the most picked choice of the scenario.

Interviewees chose experimental yet premium materials for the interiors, like marble, wood, resin composite, along with raw carbon fibre feel to it.

Lastly for the color schemes, exterior revolved more towards shades of Blues, white and blacks, followed by orange, sap green and Dual tone electric finish.

Our take to understand market dynamics for the mini SUV market.