패밀리 룩 인지도에 따른 전기자동차 전면 디자인 전략에 대한 연구

초록

With the rise of electric vehicles and inherent technological changes, designers face a new challenge of radiator grille design which has been incredibility important for automobile family look and is now totally unneeded on an electric vehicle. The present study examined how the changes in radiator grille design interact and affect brand recognition, semantic feature, and preference for three brands -BMW, Hyundai, and BYD which have ranges of a family look awareness (high, high-med, & Low). The results showed that brand recognition and radiator grill changes are predicted to affect BMW and Hyundai the most; however, BYD showed no significant differences in brand recognition and preferences. Second, a minimal out-shape of radiator grille and new design are effective in expressing innovative features regardless of the family look awareness level. The study might hint the strategic direction to design the front look between brand recognition and consumer semantic preference for new demands in the electric vehicle market segment.

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