Styling Strategy For Commercial Vehicles in Europe

Abstract

Online sales are at an all-time high. People can have packages delivered to their doorstep within two days of ordering. The e-commerce market is flourishing and customers are happy with speedy delivery without extra cost. The high demand causes logistics companies to push themselves to the limit. Therefore, the number of delivery vehicles increases which is causing some problems. The large vans and trucks are cluttering European city centers and are causing dangerous situations. Commercial vehicles are seen as blunt and annoying in traffic.

Meanwhile BYD, a Chinese automotive company that specializes in electric technology, wants to launch commercial vehicles in Europe. The challenge is to design the commercial vehicles in such a way that they have a positive impact. This thesis is a styling strategy for electric commercial vehicles in a European context. It is part of the master Strategic Product Design at the Delft University of Technology.

BYD is a Chinese company that started as a manufacturer of batteries. In 2003 BYD entered the automotive industry, specializing in electric vehicles. The corporate identity of BYD is pioneering in electric technology and guiding the world towards a green future. BYD’s product portfolio consists of cars, trucks, buses, trains, batteries and electronics. In China BYD is well known, in Europe there is no significant brand awareness. A successful launch of commercial vehicles in Europe will help to create a positive brand image for BYD.

From research it was found that there is a need for smaller electric commercial vehicles in Europe. This is due to the increased need for last mile delivery vehicles in e-commerce and more governmental regulations to protect city centers by imposing emission, weight and size limits for certain areas. The logistics industry is facing a driver shortage. For making this profession more appealing companies are increasingly involving drivers during the procurement process listening to their input about comfort, safety AND styling.

For determining the right styling strategy for BYD commercial vehicles in Europe, the European context was mapped. Trend research and interviews revealed the underlaying themes that are important and resulted in a set of three desired product qualities which the product must have: Lightness, Wholesomeness and Professionalism. The Styling strategy should be easily explained and the best way to do that is by using a theme. The theme connects the desired product qualities with the BYD brand identity and helps to translate that to a tangible design.

The Theme for the styling strategy is Dragonfly. Just like a dragonfly BYD commercial vehicles move silently and nimbly from location to location. They are lightweight, agile, effective and harmless. According to Chinese folklore when a dragonfly arrives at your doorstep it is said to bring prosperity and good luck. People should say the same thing about BYD’s commercial vehicles.