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Keywords automotive trends;mobility;truck design;truck usage This project was about discovering a new design direction for Ashok Leyland’s future product, the Avia truck. The design language for this new brand had to retain its design intent without compromising the sponsor’s brand identity. This new design had to be in line with the contemporary automotive trends so that it can have a strong presence in the Indian and American markets. The basic idea was to capture the design direction and user mentality and needs, since the project was about concepts that will reflect the imagination and future trends in trucking in 2030, research involved projecting the future scenario based on the existing technology and the technological, lifestyle-based, and aesthetic trends envisioned for the future. A detailed study was carried out to understand the basics and classification of trucks and on the usage pattern and aspirations of the users, along with the features the sponsor would want to highlight in the new design. Scenario building and project communication helped in conveying the complete story of thinking, concept transformation, and the realisation of the final concept. A detailed study on trends in truck design in India helped trace their evolution and the economic factors that caused these changes. Factors such as pollution, traffic conditions, paucity of parking spaces in metro cities, and increasing price of fuel strongly influence mobility. Interaction with truck drivers from different cities helped understand their idea of truck usage; these interactions also helped explore possibilities of future mobility concepts with feasible ideas and future technologies. The new design had to be a balanced combination of function and aesthetics. Coming up with new ideas while working within various design constraints, was a learning experience in itself. Clarity and precision were paramount while sketching; this helped refine the design process, graphics, and overall presentation. |
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