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The Deep Orange program immerses automotive engineering students into the world of an OEM as part of their 2-year graduate education. In support of developing the program’s seventh vehicle concept, the students studied the sponsoring brand essence, conducted market research, and made a heuristic assessment of competitor vehicles. The upfront research lead to the definition of target customers and setting vehicle level targets that were broken down into requirements to develop various vehicle sub-systems. The powertrain team was challenged to develop a scalable propulsion concept enabled by a common vehicle architecture that allowed future customers to select (at the point of purchase) among various levels of electrification best suiting their needs and personal desires. Four different configurations were identified and developed: all-electric, two plug-in hybrid electric configurations, and an internal combustion engine only.

The Deep Orange framework is an integral part of the graduate automotive engineering education at Clemson University International Center for Automotive Research (CU-ICAR). The initiative was developed to immerse students into the world of an OEM. For the 6th generation of Deep Orange, the goal was to develop an urban utility/activity vehicle for the year 2020. The objective of this paper is to explain the interior concept that offers a flexible interior utility/activity space for Generation Z (Gen Z) users. AutoPacific data were first examined to define personas on the basis of their demographics and psychographics. The resulting market research, benchmarking, and brand essence studies were then converted to consumer needs and wants, to establish technical specifications, which formed the foundation of the Unique Selling Points (USPs) of the concept.

Autonomous vehicles have the potential to transform lives by providing transportation to a wider range of users. However, with this new method of transportation, user acceptance and comfort are critical for widespread adoption. This exploratory study aims to investigate what makes passengers uncomfortable in existing vehicles to inform the design of future autonomous vehicles. In order to predict what may impact user acceptance for a diverse rider population for future autonomous vehicles, it is important to understand what makes a broad range of passengers uncomfortable today. In this study, interviews were conducted for a total of 75 participants from three diverse groups, including 20 automotive engineering graduate students who are building an autonomous concept vehicle, 21 non-technical adults, and 34 senior citizens. The results revealed both topics which made different groups of passengers uncomfortable as well as how these varied between the groups.