Reference for the image designer.

1. Vehicle Design
Reference Book

2. Mini Cooper
• Communication: Toy car in real drivable car, Vintage, High Engagement
• Keyword: Indulgence, Excitement, Adventure, Gamification, Silly
• Color: Red, Cream, Green

3. • Marketing strategy
‐ TA: Like Arts, Sports, and Community Causes.
28-35 years old. Male.
‐ Design Philosophy:
1. Toy-Like:
A set of toys that emulate MINI Cooper's design
philosophy of fun and uniqueness. The products are
straight forward and comprehensive in function and
aesthetic.
2. Sporty:
Each item is designed to spark a young child's sense of
imagination.

5. VW Beetles
• Communication: Toy car in real drivable car, Vintage, Individualistic, Fun, Adorable
• Keyword: The people’s car, Humorous, Bug, Little, Life Style
• Color: Bright, Cartoonish

6. • Marketing strategy
‐ TA: Successful and Affluent Woman. 25-30 years old.
1+ children btw 5-15 years old. Technology savvy.
‐ Design Philosophy:
Teardrop-shaped car with a rear engine seems to have
entered National Socialist consciousness in Germany.
Nostalgia and the more fun, cartoonish design.

7. BMWi
• Communication:
Sustainable Value
• Keyword:
Innovation, Live, Reliability
• Color: Yellow, Blue, Green

8. 1. Ground-breaking Sustainability
E.g.: Black belt runs from the front, over the roof, to the rear in all BMWi models.
2. Dynamic stream-flow design
The Air Curtains and striking details such as the LED Daytime Running Light in a distinctive U-shape and
the LED rear lights.
• Marketing strategy
‐ TA: Environment Awareness. Leadership. Visionary. High Income. 30-40 years old.
‐ Design Philosophy:

10. Harley-Davidson / BMW
• Communication: Vintage, Hard Living, Post-Punk, Individuality, Sexuality, Unsafe
• Keyword: Freedom, Powerful, Traditional American Lifestyle, Chauvinism
• Color: Black, Khaki

11. • Marketing strategy
‐ TA: Caucasian males. 35+ years old.
Upper-mid income.
‐ Design Philosophy:
Nobody rides a motorcycle because it is safe.
Riding a motorcycle makes us freer than
driving a car.

12. Schuberth • Communication:
• Keyword:
• Color:

13. • Marketing strategy
‐ TA: Males.

14. How they can inspire us?
 Pros:
1. Individualistic Lifestyle
2. Vintage
3. Adventure & Engagement
4. Higher Income Level
 Cons:
1. Lack of Woman Awareness
2. Lack of Innovations (Except for BMW)