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

Paper i 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.