Av D Fuhr Sharp Innovationsforum

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revolution ore evolution in car development -
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Av D Fuhr Sharp Innovationsforum

  1. 1. Automotive (r)evolution: trends & paradoxes for innovative processes <ul><ul><li>Alfred Fuhr M.A. Head of AvD Institute for Traffic Sociology Frankfurt /Main, Germany </li></ul></ul>
  2. 2. <ul><li>Automobile society </li></ul><ul><li>Today the car is the catalyst of the behavioural mechanisms of modern industrial society. </li></ul><ul><li>ZÜND UP </li></ul><ul><li>(Swiss Artists Group) </li></ul>
  3. 3. Our business <ul><li>sociological consultancy for the AvD mobility concept </li></ul><ul><li>collecting & evaluating data for studies on </li></ul><ul><ul><li>traffic, technology and target group behaviour </li></ul></ul><ul><li>sociological services in all questions of mobility: </li></ul><ul><ul><li>services for members – e.g. consumer research & protection </li></ul></ul><ul><ul><li>information agency for clients & partners, e.g. defining risk determination in the automobile society </li></ul></ul><ul><li>investigating traffic culture in Germany – built on respect, communication & consideration over decades </li></ul>
  4. 4. <ul><li>(R)evolution in automobile society </li></ul><ul><ul><li>evolution: yesterday ► now </li></ul></ul><ul><ul><li>revolution: role of the passenger cabin in future </li></ul></ul><ul><li>ROI of user-oriented sociological research </li></ul><ul><ul><li>studies, statistics & evaluations </li></ul></ul><ul><ul><li>reconstructions of motives: Automobile Habitus </li></ul></ul><ul><ul><li>understanding customers' strategies </li></ul></ul><ul><li>Trends & paradoxes </li></ul><ul><ul><li>missed chances </li></ul></ul><ul><ul><li>scenarios of possible futures </li></ul></ul>Contents
  5. 5. (R)evolution in automobile society <ul><ul><li>evolution: yesterday ► now </li></ul></ul><ul><ul><ul><li>chauffeur position </li></ul></ul></ul><ul><ul><ul><li>changes in interior design </li></ul></ul></ul><ul><ul><li>revolution: role of the passenger cabin in future </li></ul></ul><ul><ul><ul><li>navigation & driver assistance: car as chauffeur </li></ul></ul></ul><ul><ul><ul><li>driver security & service: new functions for new driver generations </li></ul></ul></ul><ul><ul><ul><li>new roles for driver & passengers </li></ul></ul></ul>
  6. 6. The evolution of the passenger cabin <ul><ul><li>The forefathers Concord Stage Coach & Hansom Cab </li></ul></ul>
  7. 7. The evolution of the passenger cabin <ul><li>Buick D 54 Roadster, USA 1916 </li></ul>
  8. 8. The evolution of the passenger cabin <ul><li>Hispano Suiza H6B Hibbard & Darrin, 1929 </li></ul>
  9. 9. The evolution of the passenger cabin <ul><ul><li>..no safety belt, no driver assistance, 1940 </li></ul></ul>
  10. 10. The evolution of the passenger cabin <ul><ul><li>BMW Isetta 250, 1960 </li></ul></ul>
  11. 11. Revolution in the passenger cabin <ul><li>senso Auto (rinspeed) LCD-SHARP - the car that feels … </li></ul>
  12. 12. <ul><li>mobile wellness and medical survey the passenger cabin begins to live.. </li></ul>Revolution in the passenger cabin
  13. 13. <ul><li>Toyota pod the passenger cabin recognises how you feel today.. </li></ul>Revolution in the passenger cabin
  14. 14. ROI of user-oriented sociological research <ul><li>studies, statistics & evaluations </li></ul><ul><ul><li>analyses of driving & in-car behaviour, accidents etc. </li></ul></ul><ul><li>reconstructions of motives: automobile habitus </li></ul><ul><ul><li>concept of automobile habitus </li></ul></ul><ul><ul><li>risk determination </li></ul></ul><ul><li>understanding customer strategies </li></ul><ul><ul><li>bundles of motives, differenciated needs </li></ul></ul><ul><ul><li>reconstructing the ideal customer </li></ul></ul>
  15. 15. The Concept of Automobile Habitus <ul><li>origin: French sociologist Pierre Bourdieu’s theory of social research </li></ul><ul><li>combines: the objective study of the world with reflexive knowledge of the subject(s) of the study </li></ul><ul><li>includes: double objectification </li></ul><ul><li>method: double participant observation </li></ul><ul><li>Researcher takes on the perspectives of research subject and observer. </li></ul>
  16. 16. Risk determination <ul><li>cannot be scruitinised in isolation by just one discipline </li></ul><ul><li>cannot be developed and pinned down by just one set of rationality </li></ul>Risk determination is a symbiosis that has not yet been fully recognized!
  17. 17. Methodological definition <ul><li>Risk determination is a symbiosis of </li></ul><ul><ul><li>natural science and humanities </li></ul></ul><ul><ul><li>common sense and expert rationality </li></ul></ul><ul><ul><li>human concern and fact </li></ul></ul>
  18. 18. Trends & paradoxes <ul><li>missed chances </li></ul><ul><ul><li>example: the communication between </li></ul></ul><ul><ul><li>OEM – car navigation – customers </li></ul></ul><ul><ul><li>& why it failed </li></ul></ul><ul><li>scenarios of possible futures </li></ul><ul><ul><li>for various target groups </li></ul></ul><ul><ul><li>examples - driver assistance, infotainment, passenger security, comfort & telematic systems </li></ul></ul><ul><ul><li>innovation potential – dialogue of disciplines </li></ul></ul>
  19. 19. Automobile Habitus <ul><ul><li>Listen to your customers.. </li></ul></ul>
  20. 20. Automobile Habitus
  21. 21. Automobile Habitus <ul><ul><li>.. – but don't believe them! </li></ul></ul><ul><ul><li>cf. Advertising Research Foundation USA quoted in: Vance Packard, The Hidden Persuaders </li></ul></ul>
  22. 22. Automotive (r)evolution trends & paradoxes for innovative processes Thank you for your attention! <ul><li>Alfred Fuhr M.A. </li></ul><ul><li>Institute for Traffic Sociology </li></ul><ul><li>AvD Automobilclub von Deutschland e.V. </li></ul><ul><li>Lyoner Straße 16 </li></ul><ul><li>60528 Frankfurt/M </li></ul><ul><li>Tel.: +49 69 6606-216 </li></ul><ul><li>[email_address] </li></ul><ul><li>Many thanks to Dr. Katharina Kettner, consultant, wave-concepts! </li></ul>

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