research
identify the problem
This was a studio sponsored project in which Volkswagen wanted our opinion and advise as to a solution to the ever growing problem with the declined sales of the Volkswagen New Beetle. Beetle sales in '02 are expected to reach 55,000, down from 65,000 in '01 and 81,000 in '00. Every year since the Beetle resurfaced and grabbed 84,000 buyers in '99, sales have traveled south. VW is counting on the convertible to renew interest in the machine and account for 33,000 sales out of a total of 75,000 for '03. Having tested the Beetle convertible, can't help but feel 33,000 is a gross underestimate. When that '99 model appeared, folks were standing in line to get their hands on one, eager to hand over a blank check and let the dealer fill in the amount. - Chicago Tribute Pros " The engineering is very modern, including safety and comfort features that were absent on the original beetle. " The powertrain and the mechanical aspect of the vehicle are light years ahead of the old beetle. " The materials used are of high quality. The finish and construction are finely detailed. Cons " The car is impractical this car may be fun. But with such a typically rounded roofline, there isn't much cabin or trunk space, at least not compared to the other vehicles in this segment. " A good driver position is hard to find and the windshield feels miles a way. " The over redundancy of the same material or body color for that matter gives the car a plastic and toy like appearance. " The whole cute factor, it's a problem with this car.
Exterior. The New Beetle is a car you buy more through passion than reason It's ride and its practicality have been sacrificed for tar sake of style after a while, even its initially strong visual appeal begins to wear off. Daniel Heraud "Road Report 2000"
Interior.
The instrument panel is absolutely huge for what it holds, so the interior looks skimpier than it actually is. The interior also features a variety of surfaces that serve as eye candy for the driver. The variety in materials and the different textures keep the interior interesting. But the plastic materials seen over used and the steering wheel out dated. The cupholders are very impractical. Daniel Heraud "Road Report 2000"
how to solve it?
To attract a younger male group. The New Beetle needs to be injected with a fresh independent urban dose of testosterone. To bring back the cult classic and encourage a new generation of young people to experience the beauty and the infinite stylish taste of a VW, that can perhaps out live the test of a single generation. To merge two generations that may in fact have sometime in common. To develop a bridge between young adults and they're parents. To share experiences and memories with similar situations that were created under the roof of a VW. To encourage the parents to relive they're memories and influence they children to create there own.
design performance
D
value
V
function
F
P
to end like the old, but new
exterior
exterior design inspiration
Product statement: To appeal to a younger buyer and still remain loyal to the current owner was the driving force behind this design proposal. In order to appeal to a younger market I decided to make the vehicle customizable . With customizable features like the body color, the chrome bumper and the introduction to a limited edition hedmuller VW Beetle. This concept creates a break up of materials and colors that generates a more sophisticated approach with a cost efficient conclusion that is both attractive and easy on the companies wallet. It also eliminates the current toy like model which is limited to a specific buyer where as this proposal attracts a variety of people and entices the current owner as well.
leg type fascia creates a stationary object
VW design philosophy
retro- styling
clean section lines
no material break-up.
soft body panels " toy like" look.
VW New Beetle
Hedmuller VW Beetle
exterior design inspiration
driving force.
design
D
performance
P
value
V
function
F
exterior aesthetic studies
exterior aesthetic studies
(inspiration the Hedmuller)
Final concept proposal
(inspiration the Hedmuller)
Final concept proposal
two-tone body color
chrome stripe extruded tail lamps
chrome rocker panel/ step
interior
identify the problem
Product statement: To create an interior alive with color from the exterior,materials and retro objects that link the New Beetle to the old Beetle in a modern VW design philosophy with nooks and fold out trays that make the interior of the vehicle more of a living space that is full of surprises. An interior the mends the exterior styling with the interior to generate an overall wonderful aesthetic product that appeals to the masses.
- Chicago Tribute
VW New Beetle
Using classic aspects of the old Beetle as an inspiration and as a method to bring the interior to life and to give the interior the ability to interact and relate to the exterior.
old VW Beetle
(door panel)
interior aesthetic studies
Using the window handles from old cars to generate a sense of function in the controls you use in a car and to create a bridge to link the old with the new.
(door panel)
interior aesthetic studies
interior aesthetic studies
The center console features a tracking system that has the ability to utilize space and the personalization of customization. The structure is airy in appearance with elegant and a subtle connection to the old beetle.
center console storage area that can be attached and detached according to the owners desire.
interior storage proposals
Open areas in the seat are for access to the trunk. This eliminates having to fold the rear seats for a piece of wood or any object too long for your trunk.
The folding of the front passender seat allows the car to create a storage area at the widest and tallest point of the car.
(door panel)
interior aesthetic studies
function
function design inspiration
Product statement: To eliminate the common misconception about the VW Beetle only serving a single propose. The vehicle I only a design statement and function can never be applied to the description of a Beetle. I attacked this problem and propose an idea that uses the existing frame of the rear hatch. With this cost efficiency way of creating a function that opens a new door to the marketing side and to the functional person who enjoys that occasional escape from the ordinary lifestyle. I introduce a rear hatch that adds adventure and practicality to the wonderful styling of the Beetle. Featuring several functions that simplify and optimize the owners life. The added moving storage space that comes handy when you least expect it and the ability to transport bikes in a safety and comfortable way. The rear hinge clicks and locks in every desirable position. So this function can also increase popularity and sales.
VW New Beetle
All the boxes and adventure equipment can now fit inside the Beetle. So, college students can enjoy it and young adults explore new adventures that may be behind a new corner.
future VW Beetle
not only boxes but, symbols of a hopeful future to the Beetle in a category the was non existent to it.
function design inspiration
final concept configurations
location of the stykers
handle assembly
final concept configurations
look at all that room!