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Next generation mainstream model direction options (and rationale)


Replacing a successful mainstream model is a challenge where there is little to gain and much to lose; this client (not Volkswagen) wanted to explore all potential options as a pre-advanced stage to a design programme 

Research and Outputs:

Sprint research into the marque and model heritage, and into competitive and wider future contexts (particularly looking at emergent vehicle design types and their evolution).
Six key design (proportions, core identity – but not design theme) directions realised in consistently simple elevation and plan illustrations with design identity description and clear rationale relative to client and competitor portfolio.