Data-informed design in the automotive industry: customer acceptance study in Sweden and China on radical car design
Paper in proceeding, 2024

This study explores the alignment between automotive design innovation and consumer acceptance, particularly in the context of two significant trends: electrification and digitalization. We probed the acceptance of replacing rear window with wide-angle camera We surveyed 1,546 potential customers from China and Sweden to assess their openness to such a radical design. Findings suggest a consensus on its futuristic appeal but diverge in adoption willingness. The study offers insights to bridge the design preference gap, positioning customer acceptance as key for car design strategy.

car design

case study

data-informed design

design methods

conceptual design


Kostas Stylidis

Chalmers, Industrial and Materials Science, Product Development

Bastian Quattelbaum

Hochschule Niederrhein

Florian Konrad

Geely Design

Joe Simpson


Samuel C Lorin

Fraunhofer-Chalmers Centre

Rikard Söderberg

Chalmers, Industrial and Materials Science, Product Development

Proceedings of the Design Society

2732527X (eISSN)

Vol. 4 805-814

2024 International Design Society Conference, Design 2024
Cavtat, Dubrovnik, Croatia,

Subject Categories

Business Administration



More information

Latest update

7/2/2024 5