
Automotive Personalization Brought to Life
Cosmetic concept models sells customized interiorsCosmetic concept models sells customized interiors
Read Case StudyClemson University, one of the top 20 universities in the country according to US News and World Report, is home to the nation’s only graduate Department of Automotive Engineering located at the Clemson University International Center for Automotive Research (CU-ICAR). In addition to excellent research and faculty, CU-ICAR attracts many students and employers with its Deep Orange project. Deep Orange is a two-year vehicle prototype project that students are required to complete in order to receive a masters or Ph.D. in automotive engineering. From the time they enter into the program until graduation, students are immersed in the hands-on process of vehicle design, engineering, prototyping and production.
CU-ICAR kicked off its fourth annual Deep Orange project with a sponsorship from BMW Manufacturing, Inc. who also provided the main project objectives. BMW required the Deep Orange 4 vehicle to be based on BMW X3, targeting a niche market of performance-oriented SUV customers who want best-in-class utility and space as well as a luxury design and experience. BMW also required a cost-efficient, low-volume manufacturing plan that wouldn’t negatively impact its existing production processes.
First, students conducted market analysis and generated three personas to represent the consumers who would buy a transformative vehicle from BMW. Using the personas, they formed use-case scenarios to define interactions the target market would have with the vehicle.
After the persona analysis, the team defined two main design goals:
Automotive Personalization Brought to Life
Cosmetic concept models sells customized interiorsCosmetic concept models sells customized interiors
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