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From the Car Style Pregnancy towards the Brand Country Origin Recognition

Part of: User-Centred Design

Published online by Cambridge University Press:  26 July 2019

Jean-Bernard Bluntzer  and
Egon Ostrosi
Jean-Bernard Bluntzer*
Affiliation:
Université de Bourgogne Franche-Comté, UTBM, Pôle Transports et Mobilités, ERCOS/ELLIADD, France;
Egon Ostrosi
Affiliation:
Université de Bourgogne Franche-Comté, UTBM, Pôle Industrie 4.0, ERCOS/ELLIADD, France
*
Contact: Bluntzer, Jean-Bernard, Université de Technologie de Belfort-Montbéliard, France ELLIADD- ERCOS, France, jean-bernard.bluntzer@utbm.fr

Abstract

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In the modern automotive industry, a car's style clearly defines its brand. In the context of globalization, a question has recently emerged concerning the relationship between a country's culture and the car style of a particular brand. The style is one way to place car morphologies into a meaningful structure, called the “telling structure.” This research hypothesizes that a stylist tries to compress a car's form and make it a refined unicum that is streamlined with some inherent features, which express a brand's cultural aesthetics. Using the cognitive paradigm that an end user transforms explicit references into implic-it references and that the telling structure of a car's design features influences the recognition of the brand, this research demonstrates a novel method to ad-dress this hypothesis. Results from this study show that there is a relationship between the brand's country of origin and the perceived recognition of a car. However, a country's brand culture is not always represented by the style of the cars. In particular, the results indicate that some cars can actually lose their cultural identity, especially in the context of a worldwide market.

Keywords

Emotional designUser centred designHuman behaviour in designAutomotive stylingDesign cognition
Type
Article
Information
Proceedings of the Design Society: International Conference on Engineering Design , Volume 1 , Issue 1 , July 2019 , pp. 3901 - 3910
Creative Commons
Creative Common License - CCCreative Common License - BYCreative Common License - NCCreative Common License - ND
This is an Open Access article, distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives licence (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is unaltered and is properly cited. The written permission of Cambridge University Press must be obtained for commercial re-use or in order to create a derivative work.
Copyright
© The Author(s) 2019

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