The future of The future of PERSONAL PERSONAL TRANSPORTATIONTRANSPORTATIONIn the year of 2050In the year of 2050

MA Design & Branding StrategyMA Design & Branding Strategy Design FuturesDesign Futures

WE AREWE ARE

And we And we love car…love car…

JongBuen KimJongBuen Kim11059591105959

JeongBuen LeeJeongBuen Lee11011221101122

AiXuan JiangAiXuan Jiang11271681127168

LiJun JinLiJun Jin11066221106622

ChinChuan ChongChinChuan Chong11231171123117

Sudathip KaenratanaSudathip Kaenratana11233871123387

Javid NourieJavid Nourie11011221101122

WHY PERSONAL WHY PERSONAL TRANSPORT?TRANSPORT?Increase in the number of cars per household in Increase in the number of cars per household in the UK.the UK.

AIMAIM to introduce new mean of personal to introduce new mean of personal transportationtransportation

BENEFITBENEFIT to make driving to make driving funfun and and efficientefficient, , reduce reduce pollution pollution & & time time takentaken

BENEFICIARIESBENEFICIARIES for car producers, for car producers, peoplepeople who use who use private transport in futureprivate transport in future

Green Motor, 2011

• Define current problems• Benefits• Beneficiaries

Aim

To introduce new mean of personal transportation to solve current and future problems

Objectives

• To analyze current transportation problems• To predict future problems• To predict the trend in 2050• To propose solutions for personal transportation in 2050Problem Identification

• Congestion• Energy• Pollution• Sustainability• Technology

Primary research

• Interview with marketing director from KIA Motors

• Interview with Prof. Hua Zhao (Mechanical Engineering, Brunel University)

• Questionnaire

Secondary research

- Journals- Literature reviews- Case studies

Blue Sky

Suggestions

RESEARCH RESEARCH METHODOLOGYMETHODOLOGYSTAGE 1STAGE 1 STAGE 2STAGE 2 STAGE 3STAGE 3 STAGE 4STAGE 4

Problems that people face in Problems that people face in today’s transportationtoday’s transportation

Criteria for personal Criteria for personal transportation in futuretransportation in future

Preference of in- car Preference of in- car technologytechnology

Criteria that people look for Criteria that people look for when purchasing a carwhen purchasing a car

PROBLEMS PROBLEMS IDENTIFICATIIDENTIFICATIONON

http://www.thisislondon.co.uk/standard/article-23827451-london-congestion-europes-fourth-worst.do

CONGESTICONGESTION!!!ON!!!

Car is the Car is the main vehicle main vehicle in London in London (40% of all (40% of all trip)trip)

50%50% of of people in people in London drive London drive to workto work

Cars Cars accounted for accounted for 33% of the 33% of the travel market travel market for short trips for short trips traveltravel

800,000800,000 People will People will work in work in London by London by 20252025

http://www.decc.gov.uk/assets/decc/11/stats/publications/energy-consumption/2325-factsheet-transport-energy-consumption.pdf

PROBLEMS PROBLEMS IDENTIFICATIIDENTIFICATIONON

ENERGYENERGY

Car accounted Car accounted forfor 2/32/3 of transport of transport consumption in 2009consumption in 2009

From 1970-2010, From 1970-2010, energy consumption energy consumption in road transport in road transport rose rose by 91%by 91%

””Roadmap to 2050”- Roadmap to 2050”- cut greenhouse cut greenhouse emission by at least emission by at least 80%80%

Road transport energy Road transport energy consumption by type of consumption by type of

vehicle, UK, 2009vehicle, UK, 2009

CARS 63 %CARS 63 %

LGV 13 %LGV 13 %

HGV, HGV, 18%18%

BUSEBUSES 5%S 5%

MOTORCMOTORCYCLE 1%YCLE 1%

Department of energy and climate change, 2011

• 2005 and 2050 – energy demand in transport increase by 120%• Fastest energy demand growth – air travel, road freight and light duty vehicles.• Demand for automobile travel double 3 times• 30%-50% efficiency gains – insufficient to out weight demand growth (The Royal Academy of Engineering, 2010)

PROBLEMS PROBLEMS IDENTIFICATIIDENTIFICATIONON

POLLUTION & POLLUTION & SUSTAINABILITYSUSTAINABILITY

Air Air PollutionPollution. Exhaust . Exhaust fumes affect air fumes affect air quality and healthquality and health

Noise Pollution. Affect Noise Pollution. Affect quality of lifequality of life

Soil Pollution. Soil Pollution. Fuel Fuel and oil spillsand oil spills

Climate Change. Climate Change. Release C0,CO , CH , Release C0,CO , CH , and N 0 gas.and N 0 gas.

http://www.decc.gov.uk/assets/decc/11/stats/publications/energy-consumption/2325-factsheet-transport-energy-consumption.pdfF

PROBLEMS PROBLEMS IDENTIFICATIIDENTIFICATIONON

TECHNOLOGYTECHNOLOGY

Safety and Environment Safety and Environment FriendlyFriendly

Safety programmedSafety programmed

Fuel/ ElectricityFuel/ Electricity

The world’s 439 largest The world’s 439 largest cities spent $115 billion a cities spent $115 billion a year for fuel.year for fuel.

Technology and FunctionTechnology and Function

Driver assistance, vehicle Driver assistance, vehicle dynamics control, active dynamics control, active and passive safety system and passive safety system

PESTLEPESTLEPOLITICSPOLITICS*Political stability made *Political stability made a stablea stable

And safe traffic And safe traffic environmentenvironment

*Taxation leads to *Taxation leads to higher price of carshigher price of cars

*International trade *International trade regulationregulation

ECONOMICSECONOMICS*Incoming level and *Incoming level and savingssavings

*Increasing fuel, oil and *Increasing fuel, oil and raw materialraw material

*The affordable level of *The affordable level of carscarsSOCIALSOCIAL*Change of lifestyle, *Change of lifestyle, income & Familyincome & Family

TECHNOLOGTECHNOLOGYY*New emerging *New emerging innovationinnovation

*Customised solutions*Customised solutions

*Alternative fuels*Alternative fuelsLEGALLEGAL*Safety legislation: *Safety legislation: Improve traffic Improve traffic safetysafety

* Land use planning * Land use planning regulations to take regulations to take account of transport account of transport needsneedsENVIROMNENVIROMNENTENT*Parking & township *Parking & township InfrastructureInfrastructure

*Reduce energy *Reduce energy consumptionconsumption

INVENTIONSINVENTIONSTANGIBLETANGIBLE

*Takes at least 7 years for the product development of a car

*Currently there are already some corporation obtained the license to develop ‘FLYING’ vehicles

*The main stream of the car development now is ‘ELECTRIC CAR’

* Automatic driving technologies is now being develop but according to the expert, car will never be autodrive in the future.

The Invented The Invented technologies technologies

- Prof. - Prof. ZhaoZhao

INTANGIBLEINTANGIBLE*Sometimes concept *Sometimes concept cars are just to cars are just to develop under develop under certain certain circumstancescircumstances

*To show the *To show the technologiestechnologies

*To investigating the *To investigating the potential market and potential market and consumer’s reactionsconsumer’s reactions

*To develop new *To develop new forms and potential forms and potential design of a future design of a future vehiclesvehicles

*To *To test test the marketthe market

HERE YOU HERE YOU GO!GO!

Blue Blue Sky.1Sky.1

THE CONNECT CARTHE CONNECT CARFor the For the energyenergy and and space space sufficientsufficient,,

Cars will Cars will connectconnect and stack and stack and and move together move together

To the same destinationTo the same destination

Blue Sky.2Blue Sky.2

THE SHARING THE SHARING VEHICLEVEHICLEWhy not Why not shareshare your vehicle? your vehicle?

The The hubhub will designed as a pick will designed as a pick up point and up point and

Charging hub for cars. (Think Charging hub for cars. (Think of of USB deviceUSB device))

*cause 80% of the car in the future *cause 80% of the car in the future will be run by electricity will be run by electricity

Blue Sky.3Blue Sky.3

THE SKYWAYTHE SKYWAYNo more space on the ground?No more space on the ground?

Lets use the Lets use the vertical spacevertical space. In . In additional,additional,

You can drive anywhere you You can drive anywhere you like. like.

Blue Sky.4Blue Sky.4

PARASITE PARKINGPARASITE PARKINGSpace is precious. Building are Space is precious. Building are designed for designed for car attachmentcar attachment,,

Our car will send us right Our car will send us right outside out office.outside out office.

Safe ourSafe our time time and and spacespace..

Department of energy and climate change, 2011. Energy consumption in the United Kingdom 2011. [online] Available at: http://www.decc.gov.uk/assets/decc/11/stats/publications/energy-consumption/2325-factsheet-transport-energy-consumption.pdf [Accessed 22/02/12]

Green motor, 2011. Cars per household in the UK. [image online] Available at: http://www.greenmotor.co.uk/2011/03/uk-census-car-ownership-and-electric.html [Accessed 22/02/12]

The royal academy of engineering, 2010. Making the UK's energy systems fit for 2050. [Online] Available at: http://www.raeng.org.uk/news/releases/shownews.htm?NewsID=553