Premium comfort equipment

Information

Author: Aumann, D.G.
Contributor: Van Grondelle, E.D., Santema, S.C.
Faculty: Industrial Design Engineering
Department: Product Innovation Management
Programme: Master of Science Strategic Product Design
Type: Master thesis
Date: 21-12-2011
Keywords: Premium Comfort Equipment | Mercedes-Benz | Business Innovation | Elderly | Product Portfolio | Unique | Drivers 

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Abstract

This Master’s Thesis assignment was the creation of a unique selling proposition for Mercedes-Benz based on the needs of elderly car drivers and the possibilities of the Car Modification Center.

In the light of ageing of society, addressing the needs & wants of the fastest growing demographic of the world’s population will be necessary for commercial success. The effects of the elderly car drivers’ psycho- physical decline on interaction with the car are put into perspective with the wealthy and active lifestyles of Mercedes-Benz customers.

With the focus on technology in product develpoment, the availability of products across manufacturers becomes virtually the same- safety systems, comfortable interiors, infotainment devices and even individualizations are quasi-commoditized. Uniqueness is not to be found in technology- driven singular products, but by striking a connection to the brand and embedding equipment in comprehensive systems of products.

For piloting products that are not yet part of product portfolios, the “Car Modification Center” offers the possibility to implement product ideas in the short-term. The key requirement for using the “Car Modification Center” is to allow for installation of products after the car has been assembled - so called “retrofitting”.

The final outcome: a car that adapts to the driver and makes life in and around the car as comfortable as possible. A system of products recognizes the driver’s preferences and proactively facilitates interaction in key problem areas “Entry”, “Seat Comfort”, “Storage & Loading” and “Interfaces”.