The so-called digital generation has become a unique and powerful consumer group. Now in their mid-20s and up, they can’t be separated from smart phones and touch screens. Facebook pages and twitter accounts are some of their go-to media in expressing themselves. They are often invested in solving lifestyle problems and social issues, and they seek personal meanings in the products and brands they purchase.

This new group of consumers pursues individual values in social media or games even while hanging out with their friends. TV sit-coms often portray the digital generation as a group of young people sitting together at a restaurant, each absorbed in their cell phone. One can say such a portrayal has already become a cliché.

What are automobiles to them? Metal-box perpetrators responsible for traffic and smog? Reinterpreting land vehicles for such consumers is a critical challenge that all automobile-relevant industries need to consider with due diligence. This, I believe, can make or break the future of the automobile industry worldwide.

Alisa (a target customer) chooses to be a doctor when she was in high school because she wants economic stability for her future.

This means temporarily parking her other aspiration of becoming a nature filmmaker.

Now, in her 30s, Alisa wears two hats: a medical doctor and a Youtuber who explores rivers and mountains in her spare time, making films and uploading them on the internet for many to enjoy.

Who says you can't have a cake and eat it too?

Married and with children, a man gladly takes on responsibilities as a family man. Work and child-rearing may be stressful. Yet, he carries on, for he is no longer a man for himself. Even his choice of cars may not be for himself but the family--a family van. But what about the second car? Can it be more than just another family sedan?

Introducing C1-s: a type C vehicle with extra space stored under the aerodynamic look of a sports car. In between the C and D in size, C1-s can comfortably fit a 4-person family, not to mention accomodating some driving enjoyment for the family man.

The motif for Motem 1 comes from the general shape of F1 racers and the general curvatures of a Jaguar coupes. Motem 1 is a new urban coupe that is unmistakably Jaguar in its flowing lines. However, Motem 1 takes the idea of the “urban coupe” a step further by situating a jet-engine bay at the center of the car, directly behind the seats. The positioning of the engine allows even distribution of weight, which enables exceptional handling and cornering. The air intake rising behind the seats commands attention from onlookers, but only the driver can truly appreciate how effective the air intake is to the engine performance. In their early prime years the powerful and elite do not shy away from expressing themselves. In fact, they desire a powerful symbol to represent who they are. Motem 1, with its F1 performance standard, satisfies such a desire. Motem 1 is a step above conventional urban sports coupes, including the likes of the Nissan 350z, Camaro, or Mustang. With the curving lines of Jaguar sharpened up, Motem 1 is designed to stir the primal instinct of the capable elite.

Women can do everything men can, but this should not force them into the option of driving performance cars oozing masculinity. Ferrari New Wave’s competent femininity is more than eye candy. Professional women in their early 30s, passionate in both career and personal achievement, will truly appreciate the power underneath the uncompromising feline curves of this powerful car. With the Enzo Ferrari as its base, the New Wave’s sensual contours and simple outlines are emphasized to embrace both femininity and Ferrari’s enduring identity. The graceful and delicate expressions of the New Wave will carve a feminine niche in the domain of sport cars. Men will have to learn to appreciate the passenger seat.

How does one design a GMC rally car? Whatever the design, the rally car will create a new identity for the brand where one has previously not existed. Strong and tough as the public image of GMC, the new design features sharp angles on the sides of the vehicle. The boosted front bumper not only makes a statement of its own but is optimal for speeding through a desert rally’s harsh environments. The front and back retain familiar aspects of a GMC vehicle to counter balance the new side design. By mixing the old with new, consumers will feel both secure and intrigued as they appreciate this rugged rally vehicle. One can easily imagine how the design concept may be applied to practical, daily-use vehicles, such as urban SUVs or pick-up trucks that are unique to GMC.

The Helios springs from the wide chasm between a quiet, agile electric motorcycle and the thunderous, forceful Harley Davidson. Big, bold, and loud have always been the uncompromising design quality for Harley Davidson. However, a quiet electric motorcycle can be just as rebellious given a proper design. In a way, embracing the field of electric motorcycles may also capture customer loyalty from biker groups normally outside of Harley Davidson’s traditional customer range.

Harley Davidson’s logo takes up the center of the engine to underscore brand continuity. Viewed from the top, the flowing lines curve seamlessly throughout the bike—a definite departure from a conventional motorcycle design.

This is short term period project to develop and understand my own industrial design.