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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

Visit morph.rca.ac.uk/ to find out more about the project, including:

  • 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?

Key details


More information

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.

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