Automobile design and culture: new technology for a new generation's needs
R Morris (School of Engineering)
The South Korean young consumer’s market has become an attractive market for both multinational firms and South Korean industries. In particular, automotive industries, so far the mainstream of South Korean automotive design has focused on the needs of the baby boom generation. However, in the 21st century, the ‘New generation’ has established itself as a powerful individual consumer class. So, various mass products and few automobiles, which have targeted the ‘New generation’, have appeared recently in the South Korean markets. Moreover, the world automakers have been interested in Eco cars and even more Japanese automakers already successfully targeted their Hybrid vehicle (such as Toyota ‘Prius’) at North American Markets. As a result, the South Korean automakers have been inspired by the success of Japanese hybrid vehicles. Also the South Korean government has moved towards a new plan for the cooperation of developing and manufacturing Eco vehicles as well as establishing new legislation. Therefore, it is important that South Korean automakers get ready for international competitiveness and it needs for developing various designs, which are targeted at the ‘New generation’.
This study is about proposing new eco car image which could lead a new trend in Hybrid Sport Utility Vehicles for the ‘New generation’, based on their characteristic consumer features orotherwise.