Product Design: Helping Customers to Navigate Choice
Europe has traditionally been difficult for international automotive manufacturers to gain significant market share. However, a surge in innovation and the growing popularity of electric vehicles could turn this around. In our series, we discuss how aspiring newcomers can set off strongly on their odyssey to new markets. This article focuses on attitudes and preferences toward car design and feature requirements, and compares the automotive product design approaches in Europe and China.
Automotive manufacturers operate in one of the most globally relevant industries, with many looking to expand beyond their local markets. However, the regional differences that influence a brand’s acceptance among potential customers are commonly overlooked. To properly position a product in a new market, it is crucial to understand the role of culture in product design and its impact on driver perceptions, attitudes, and preferences.
