The project explores a mobility trend which may completely reshape vehicle-user relationships, the design of vehicles and the mobility market: Shared Mobility.
At a glance
- Mobility – Will the shared economy happen at scale in the automotive industry and how much will it influence vehicle design and service innovation?
- Ownership – Where is the boundary between shared vehicles and the feeling of owning one’s own vehicle?
- Relationship – How will the relationship between user-vehicles and user-brands be reshaped?
- Personalisation – How might vehicle design consider the use of personal data in terms of providing connection or disconnection during short-ownership periods?
- Hospitality – What new products or services can be created to enhance the sense of hygge/cosiness in the context of one’s mobility choices?
The project is trying to identify emerging trends in shared vehicle experiences, future behavioural patterns for shared vehicle drivers and passengers, new types of brand-loyalty factors, new relationships between the physical structures of vehicles, and information services.
The results of the project will present possible shared driverless vehicle models, and how human centred design processes can help identify the buy-in point for sharing by showing some adaptive car design concepts designed to be attractive to, and easily adopted by, individual consumers.
The project reimagined the Chinese family car in the light of ongoing transitions in the automotive industry including automation, Artificial intelligence and electrification.
The Royal College of Art Helen Hamlyn Centre for Design and Vehicle Design's Redesign of the Emergency Ambulance project has been selected as one of the nominations for the Design Museum Designs of the Year 2012 exhibition and awards in the Transport category.
The Royal Automobile Club and the RAC Foundation have held a number of annual projects with the RCA’s Intelligent Mobility MA programme that coincide with the London to Brighton classic car run and the club’s Motoring week.