Você está dividido entre engenharia e marketing no design de carros. Como você encontra um terreno comum para um novo modelo?

The Customer Voice in the automotive industry is represented by the marketing team, which must stay up-to-date with real customer expectations while balancing them with the competition across different automotive segments: regular, utility, vans, performance, fleet customers and vehicle enthusiasts. This Team must also be fully aligned with the company's regional strategy, considering global inputs. A successful strategy is achieved through the involvement of automotive engineers in the Marketing Teams, fostering an effective alignment between customer expectations and innovative technologies, especially in the areas of propulsion and infrastructure (EVs).

Promote interdisciplinary collaboration from the outset of the design phase. Bring marketers and engineers together to exchange ideas, talk about technical limitations, and determine what the demands of the client are. This mutual understanding will contribute to the development of a novel and commercially viable automobile model. Make use of user insights and market research to guide the design. Make sure the target audience is drawn to the car's performance, efficiency, and safety features by showcasing them using engineering facts.

I believe the communication is the key point to solve the subject. By the way in my opinion, some aspects should be on the table for discussion, such as: What is costumer expectation? What is the risk by not achieving the full design proposed? How is the financial impact by new design proposed? Are we touching the basis proposed in the pre-project phase? Finally, is there a satisfactory solution which attends costumers and still hold a healthy business? I had some opportunities to handle discussions on this sense along of my career and they were so rich and took great new possibilities for the product and business.

Kommunikation spielt hierbei eine entscheidende Rolle. Es ist wichtig, eine gemeinsame Verständnisbasis zu schaffen, um die technischen und marketingrelevanten Anforderungen zu verstehen. Ein Wissensmanagementtool, das von Ingenieuren und Marketingexperten gemeinsam genutzt und weiterentwickelt wird, kann dabei unterstützend wirken.

To fully understand the requirements, preferences, and problems of the target audience, create thorough client profiles. Present these characters to engineers and marketers in order to develop a car model that truly meets the wants of actual consumers. Keep an eye on social media and online discussions to spot attitudes and trends about sustainability, technology, and automotive design. This insightful input might assist in modifying the design to satisfy changing customer demands. Use focus groups and surveys to get direct input from prospective customers. Involve engineers and marketers in this process to learn about the priorities and preferences of your customers.

Defining what represents product value for the target customer is key at this stage. Often times the marketing and product planning teams needs to quantify as much as possible how each feature and attributes represent value for the customer.

Design an automobile model that is both aesthetically pleasing and emotionally compelling. To build a design that thrills engineers and marketers alike, strike a balance between usefulness and attractiveness. Make sure the car's style reflects the messaging and values of the company. The target demographic will find the car more appealing and resonant with this uniformity. Create a captivating story about the car's design that highlights its cutting-edge features, improvements in technology, and advantages for the user. This narrative will assist in bridging the communication gap between marketing and engineering and produce an overall message that appeals to customers.

Another important factor is total product cost. The desire design may be impractical in terms of product or manufacturing cost, tipping down the cost/value relationship.

Make sure to enable flexibility as much as possible, as choosing the right technology at the first time is quite difficult. Better to have alternatives that can either be ordered by the customer or be introduced at a later date.