The Car Segment Reconceptualization in Portugal: New Users, New Functions
Authors: Paulo Dinis, Fernando Moreira da Silva, Rita Almendra
Abstract: This article concerns to a current research that aims to develop and implement processes of analysis focusing on design, in particular with regard to the identification, study and the redefinition of new concepts for the automotive segmentation. The project also intends to identify the types most widely sold in Portugal from 1990 to 2013 and produce knowledge in the area of automotive design according to the characteristics and preferences of Portuguese drivers, mainly focusing on the user with the license under the age of 30. The user segmentation versus the automobile segmentation must be approached by common indicators, unlimited by technical terms non consistent with the Portuguese market, to its function and its user. Portugal offers good conditions suiting as a "living laboratory" to experience new mobility concepts. The small size of the territory is combined with the Portuguese willingness for innovation, gathering the ingredients to make of Portugal as a trial area and experimentation (Pinto, 2011). The analysis model centered on design aims to blur the technical barriers of the segmentation imposed by the several entities in the automotive sector and to produce a matrix more flexible and accessible to the user's knowledge, understanding and to its needs at the time of purchase.
Keywords: Car Segment, Young Portuguese Drivers, Portuguese Automotive Design, Portuguese Industry of automotive Components
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