Auto Design 101 Project Step-by-Step Step 3: Complete a abrand Portfolio Analysis
Download 7.15 Kb.
|
| Automotive Design Mr. Graves
Auto Design 101 Project Step-by-Step Step 3: Complete a ABrand Portfolio Analysis@. Research the other vehicles your car company manufacturers - the cars of the manufacturer=s family. Try to identify signature identification indicators of the vehicles. What makes BMW a BMW? Gather photos of the other vehicles in the company line to demonstrate identification and where Ayour car@ fits into the car family. Not everyone likes the same thing. People have different needs and taste. Just imagine an ice cream store that sold only vanilla. The store down the street that sold 48 flavors would attract more customers, develop a relationship with it=s customers, and over take the competition. Why not make more flavors - you already have the equipment to make ice cream? An automobile manufacturer understands this and tries to provide a product for everyone. They have the equipment to make cars, why not make one for everyone. In the auto industry this varied selection of vehicles is called a APortfolio, or a Family Portfolio@. This family of vehicles might include a couple of sedans, some coupes, maybe a sports car or convertible, a minivan, pickup truck, an SUV and even a cross-over vehicle all available with different option packages. One of the goals of this type of a portfolio is to build owner loyalty. If I can sell a young couple a reliable 2 door coupe when they first get out of school, maybe they would purchase a sports car when they first get married. I could then sell them a minivan when they have young kids, maybe an SUV as the kids get older, a pickup when they purchase or build a second home, and a sedan when they are older. Manufacturers have relied on vehicle quality, safety, and price, thrown in Astyle@ and have built a customer for life. Job #1 Your job in this step of the project is to research and present the manufacturers AFamily@. You should be able to tell how the family evolved - what cars started the family and how and why they added other platforms. Like all AFamilies@, the members have things in common (family traits). These traits help to identify the members of the family. Maybe your family members are all tall, or have dark hair, or even big noses. A family of cars has traits too. Try to identify what makes a family of vehicles identifiable. Job #2 Point out some of the common traits of the cars Afamily@ members. Maybe it=s the grill or the headlights that help identify it. How obvious are the traits? Some cars you can spot coming down the street a mile away. Others you have no idea - you might even need to read the name on the car before you know the manufacturer. Manufacturers always look to design in ABrand Identity@. They want you to be able to know the car is a member of their family. This helps you stay loyal to the manufacturer and, in turn, helps create that much desired -Acustomer for life@. Download 7.15 Kb. Share with your friends:
|