How do you design cars for different markets?

Before manufacturing a vehicle, market segmentation comes into play. Most of the time, a particular vehicle is produced considering the cultural context as well. In some parts of the world, a SUV is considered a status symbol, whereas in some places people make proper use of it. In the context of Automotive design, it's essential that such studies are considered. Some tend towards a smooth-looking surface for a car, other's like the sharp curves. It's simply a matter of form and function along with the demographical influence on Automotive design

Cultural context changes over time. Demography changes and what stands for a status symbols changes with generations, it is important to timely collect customer preferences before planning the vehicle architecture. Conditions such as road, traffic, environment play major role.

For the mexican market, for a new car model to be successful it needs to appease the needs of the Mexico City driver. The high altitude, 7400 feet above sea level makes turbocharged engines more responsive and efficient, while narrow spaces combined with heavy traffic push for a compact product.

I have been following the Indian automobile industry rather closely for the past 17 years as a journalist. The market dynamics in India have changed. What was once a small car market has moved to being a fast-growing SUV market. The general perception is that our road quality has been a big driver of this change as SUVs can deal with our bad roads, large speed breakers and rough shoulders. However, it is also driven by culture as most Indians like to be ‘seen’! Having a vehicle that stands out, sits above the rest and generally gives you that ‘big vehicle’ feel seema to have struck a chord and thus has helped power the SUV segment.

Understanding the cultural environment, in my experience, exceeds basic aesthetics and features in automotive design. It digs at the deep emotional bond that people form with their vehicles. Automobiles, for example, are frequently regarded as an extension of one's personality and social position in India. This cultural dimension has a considerable impact on design choices, resulting in a demand for more personalization possibilities and distinctive characteristics that resonate with individual identities. As a result, while developing cars for different markets, it's critical to understand the complexities of culture and its significant impact on automobile perception and utilization.

Designing cars for different markets involves an in-depth approach that takes into account local consumer wants, preferences, and contextual considerations. This method includes significant market research to understand each region's specific demands, as well as customer feedback and cultural insights. The design takes into account regulatory compliance, climate changes, and infrastructure differences, influencing aspects like as fuel efficiency, safety features, and adaptability to local road conditions. Customization possibilities, budget concerns, and technological integration are suited to unique market needs. The goal is to apply an adaptable technique to ensure that the final design is appealing to users in each desired location.

A fast growing brand in Mexico is the chinese owned MG, Morris Garage: after 3 years they got a 4% market share. Vehicles imported into Mexico from China have grown in from a 5% imported market share in 2018 to a 63 percent. Chinese brands offer lower prices and long term financing.

One example I've seen in the Indian Auto industry is getting the right product at the right time. There have been many cases when the product has been way ahead of its time (Ford Mondeo, Chevy Forester, Chevy SRV, Skoda Yeti) or when the product is launched and it appears dated (Chevy Sail, Chevy Enjoy). But some hit the sweet spot at the right time like the Suzuki Swift, Hyundai Santro, Tata Nexon, Mahindra XUV5OO to name a few. Any surprises as to which companies are the market leaders and who has left the market?

Newcomer brands from China arrive every month to lure the mexican consumer mostly with affordable models, but players like BYD offer upscale products, reaching a broader market.

While the subcompact niche was the best seller in the mexican market, even reaching 52 K units vs 29K compacts in 2016, the consumer now chooses multiple use configuration, with 42K SUVs agains 22K subcompact. Mexican buyers are all in for SUVs to avoid potholes, bumps and enjoy family road trips.

The design language of a brand serves as its visual signature and identity. In the Indian context, brands like Tata Motors have masterfully adapted their design language to reflect a harmonious blend of modernity and heritage. This approach resonates with a diverse audience, from the forward-thinking urbanite to the individual deeply rooted in tradition. Crafting a design language that not only defines the brand but also appeals to varied market segments is paramount in a country as diverse as India.

Today market driven car design dominated the industry, and as a result, we missed timeless and artistic designs. Sadly even with brands like Rolls-Royce and Bugatti.

Receiving feedback is crucial when it comes to improving designs, but the source of this feedback can make a big impact. Involving potential clients in the design review process, in my experience, can lead to transformative insights. It enables designers to uncover latent requirements and preferences that may not be immediately evident but can have a significant impact on a car's commercial success. Designers may ensure that the final product really resonates with the market's wants and goals by actively engaging with end-users during the design review phase.