Driving EV to Vegas, Sunvisor Expansion, VR+IR, Bespoke.. #209 / May 19, 2023(Fri) / Confidential |
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I heard from a college who owns a Tesla Model S that driving to Vegas with EV wouldn't be easy, but I wanted to give it a try for the purpose of writing a report. For people living in Orange County, Vegas is a place that can be considered both near and far, so it's became a popular getaway destination. Taking advantage of the Mother's Day week, I gathered my courage and embarked on the journey last Friday with a full charge of 329 miles (99.999...% Maxing out) to reach the Aria hotel, which was about 260 miles away from home. I hoped I could make the trip without needing to recharge.
Due to the high number of people, what would usually be a four-hour drive at speeds of 80-90 miles per hour turned into a slow journey with sections where I had to drive as slow as 10 miles per hour with four accidents. The temperature nearing 90 degrees Fahrenheit (32 degrees Celsius), the A/C was constantly running.In order to cope with the exhausting stop-and-go traffic, I engaged Autopilot. However, I noticed that the range decreased much faster than I had anticipated.
As I entered the destination in the Tesla map, it always recommended making a stop at a Supercharger. We were directed to the Baker Supercharger (at the 4/6 point along the Vegas route), and for some reason, perhaps because it was nighttime, entering the Supercharger felt like entering a "Tesla graveyard." My daughter jokingly referred to it as an alien incubator. While waiting for a full charge for 20 minutes, I briefly drank an energy drink from the convenience store nearby. However, the charging stopped at 60%, with a message indicating it was sufficient to reach the next destination. It seems that full charging is not recommended, likely due to battery efficiency. After stopping at a restaurant for dinner, we arrived at the hotel with only 30 miles remaining. Feeling tired, I decided to wake up early the next morning to Supercharge and concluded the day. |
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Supercharger at Baker, CA |
Family waiting for supercharge |
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With the determination to charge my vehicle, I sacrificed my sleep and put all the plans for the next day on hold, focusing first on finding a charging station at the hotel. To my disappointment, the Aria hotel, which boasts 4,004 rooms, had only four charging stations... feeling let down, I searched for a nearby Supercharger.
In my quest to find out the charging cost and available kWh information, I downloaded 3-4 apps, but it was difficult to obtain the desired information. Finally, I randomly picked the nearby Supercharger at Linq hotel. Unfortunately, it didn't let any users to get in unless you have some passcode. With the help of a friendly gentleman, I was able to enter. Since it was characteristic of tourists in the area to park at nearby hotels and explore the surroundings, I only had an hour of free charging available, but if parked more than that, I would have to pay an additional parking fee of around $23. There were no amenities such as restrooms or a refreshing AC available. |
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"Charge quick and leave" sign |
Covered parking is a MUST considering the hot weather in Vegas |
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Based on my experience of a 2-night, 3-day trip to Vegas in an electric car (Model Y), I have noted down a few memorable points.
1. Don't trust the displayed range
As mentioned before, there are several factors (such as HVAC usage, Autopilot, charging other devices) that can cause the displayed range to decrease quickly compared to actual driving miles. It's better to rely on traffic conditions and driving speed to plan your charging stops wisely by checking nearby supercharger information in advance. Also, if you're traveling with friends who have gas cars, let them leave ahead of you and not wait for you, as waiting together for 20-30 minutes can be annoying.
2. If planning a long-distance trip, familiarize yourself with supercharger information in advance
Despite my lack of research skills, I couldn't find any impressive apps that provide the supercharger information I wanted. I installed 3-4 different apps specifically for this trip, but they were all underwhelming (they made me go through a bunch of sign-ups 🤣). The information I wanted included the price per kilowatt-hour, the number of chargers available, the availability of free spots at my estimated arrival time, estimated charging time to reach 50%, any additional parking fees, and discounts based on memberships. Most of the apps only showed the supercharger locations and the price per kilowatt-hour, which didn't help much.
3. Glass roof is scorching in hot weather
Coming from Orange County where the weather is mostly moderate, I wasn't prepared for the extreme heat in Vegas, with temperatures exceeding 90 degrees Fahrenheit (32 degrees Celsius). The glass roof felt like a scorching heat storage unit. Since the shade I ordered from AliExpress didn't arrive, I ended up with the bare roof, and when I got close to the glass, I could feel intense heat. The ID4 had a fabric shade, which would have been helpful. While the glass roof provides a sense of openness, it poses issues with heat in hot regions and raises concerns about visual safety (aside from crash test results). I often wondered if the glass would protect me in case of a rollover.
4. Autopilot disables above 85mile per hour
I discovered that when driving with Autopilot, it automatically disengages once the speed exceeds 85 miles per hour, and it can't be reactivated until you reset the car. So, if you plan to drive long distances at speeds of 85-90 mph, be aware of this limitation.
5. Supercharging is not cheap
Although I started with a full charge, the total cost for supercharging was approximately $52.22 (around 69,000 won). If I had taken a gas car, I would have spent around $70 (around 93,000 won). Considering the time it takes and the cost, unless you're charging while sleeping at a hotel for free, it may not be the most economical option. |
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I didn't see a lot of EVs on the way to Vegas, as many other drivers feel the same way as I did. However, if given the opportunity, I would love to take a trip crossing 3-4 states in an EV. If you have any questions, please feel free to email me. |
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🤗 Summary of This Newsletter
01. Consumer trend - What 4.15% API offering Apple bank is aiming
02. Design Trends - Finding ways to avoid the unstoppable sun that even sunscreen can't protect against / Exploring the world of passports
03. Automotive News - BMW integrating VR and AR into their vehicles / Expanding offerings from JLR and Lexus with bespoke options |
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Consumer Trend - Apple launches its savings account with 4.15% interest rate
Last month, Apple launched a savings account with an annual interest rate of over 4.15%, which is more than 10 times the average savings interest rate in the United States (0.37%). This account gained popularity quickly, attracting 1.3 trillion won in just four days, thanks to its attractive features such as high interest rates and the absence of opening fees, minimum deposit requirements, and mandatory deposit periods, allowing for flexible deposits and withdrawals. But why did Apple introduce such a savings account? In short, it is to strengthen the Apple ecosystem.
1. Enormous Cash Holdings
With Apple Bank, Apple can acquire enormous amounts of cash. As of 2022, Apple already holds $90.2 billion in cash, but with this new savings service, they can secure even more. Considering that there are 67 million Apple Card users, if each person deposits just $50, Apple could accumulate an additional $3.35 trillion in cash.
2. Active Investments in R&D, Not Just Playing with Money
The accumulated cash will be invested in technology development rather than being idle. With a substantial amount of money, Apple can boldly invest in research and development, just like the development of the M1 Ultra chip for PCs. This allows them to create products that will amaze the world. However, this increased production cost will naturally result in higher product prices. This means that even with the strong performance of Apple products, Generation Z and college students, who show great interest and demand for these products, may not be able to afford them in a single purchase.
3. Buy Now, Pay Later (BNPL)
Similar to the installment plans offered by credit cards in Korea, Apple Bank's service is gaining popularity among young people in the United States. It doesn't require a credit check during the application process, and there are no annual fees. Since the United States operates on a weekly or biweekly payment system, this payment option is even more appealing. With BNPL, customers can pay 1/4 of the total amount at the time of purchase and divide the remaining balance into six payments. The amounts for each payment can vary. For example, if someone buys a $1,000 MacBook, they can pay $250 upfront and then pay $0, $250, $300, and $100 in the following installments. If they are unable to pay within the six installments, they can separately apply for small loans ranging from $50 to $1,000.
4. Solid Market Share + Customer Retention
By securing ample cash through various financial services and investing heavily in R&D, Apple can gradually increase its market share. Despite the increased production costs, the availability of installment payment services attracts more customers. Apple's market share, such as iPhone, increased from 50% in 2021 to 57% in 2022, and the ownership rates of peripheral devices like tablets, smartwatches, and Bluetooth earphones are also rising. Loyal customers, acquired through a high market share, become potential customers for various future financial services.
- 2012 Apple Wallet
- 2014 Apple Pay
- 2017 Apple Cash
- 2019 Apple CArd
- 2023 Apple Pay later+Saving account with high API..........
From Apple Wallet in 2012 to Apple Pay in 2014, Apple Cash in 2017, Apple Card in 2019, and now Apple Pay Later and the savings account in 2023, these financial services are not just about playing with money. They have become strategic approaches within the Apple ecosystem to attract a wider range of potential customers. Convenient and simplified payment methods, no annual fees, and attractive services like same-day cashback (1% for physical card usage, 2% for Apple Pay, and 3% for payments with partner merchants) are part of a bold and meticulous strategy to attract more customers.
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Design wish - A way to block sunlight coming over the rearview mirror
When the Lexus LS400 first arrived to the U.S. market, it had a unique interior design feature: A slim, central flip down visor that covered the small gap above the rearview mirror, that little silver where sunlight can sneak through and annoy the disapear after sometime |
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The Sunshade Extender, made of HDPE and available on Amazon for around $19, has a disappointing design despite its similar functionality. |
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In sun-drenched California, the presence of black-coated areas is helpful, but not all vehicles come equipped with them. Particularly, cars with attached sensors and glass roofs are released without these areas. It is hoped that an elegant design element can be developed, one that does not obstruct visibility when not in use, allowing for unobstructed vision without the need for tinting or covering the mirrors, thereby resolving this inconvenience. |
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Visual Design - World of the passport
There exists the Henry Passport Index, a global ranking of passports published quarterly by the global firm Henry & Partners since 2006. In essence, it showcases the "power of passports." Surprisingly, the United Arab Emirates holds the top spot, while 11 countries, including South Korea, rank second (with the United States at fourth place). The index ranking increases as the number of countries that can be visited freely with only a passport rises.
Informally, the Passport Index also holds significance in its color scheme:
- Blue signifies a new world, free markets, and evokes thoughts of the sea (83 countries).
- Red represents communist countries and has associations with Christian history (63 countries).
- Green carries religious symbolism and is often chosen by Islamic nations (42 countries).
- Black is chosen to represent regional culture or political symbolism and to conceal wear and tear (7 countries)
Interestingly, there are only eight countries that cannot be visited with a South Korean passport: North Korea, Nepal, Somalia, Yemen, Palestine, Syria, Iraq, and Afghanistan.
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Automotive News - BMW, integrating AR and VR inside the car
Until now, BMW's slogan has been "Ultimate Driving Machine," but it may soon change to "Ultimate Driving Experience."
Recently, the combination of cars and VR has gained significant popularity in the BMW Gran Turismo 7. A Honda Fit driver, while driving in real life, left a review stating that they experienced a heightened sense of reality by operating the familiar Honda Fit through VR goggles, as they would in a video game. Since 2021, BMW has collaborated with Meta, mentioning advancements in using augmented reality and virtual reality in automobiles, allowing for seamless interaction with virtual objects while swiftly moving through the real world. The two companies achieved this groundbreaking development by integrating inertial motion sensor (IMU) data with Meta's Aria research glasses tracking system in real-time. They mentioned that this progress would result in a more productive and captivating driving experience during travel time. The demonstration involved transmitting the process to a moving car via the Meta Quest, showcasing the ability to experience VR and mixed reality inside the vehicle. (By watching the demonstration, it becomes easier to understand what the two companies are aiming for.) |
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Automotive News - JLR and Lexus Pursuing Personalization Build Options
Luxury brands like Jaguar Land Rover and Lexus have recently been showcasing a trend of offering sophisticated and elevated levels of personalization options. JLR has launched a new department called SV Bespoke, which provides a range of options for Autobiography and SV model owners. Customers can choose from nearly 400 interior materials and colors, 230 paint colors, as well as custom badges and stitching.
While Bespoke options come at a higher cost, they are expected to be well-received by consumers purchasing vehicles in the price range of $160,000 to $190,000, as it allows them to express their individuality. Despite the higher price tag, this option is likely to be utilized due to its appeal as the best way to showcase one's personal style. |
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Lexus is also expanding the Bespoke options for the convertible version of the LC500 coupe. Customers are provided with options to customize their wheels, spoilers, roof materials, as well as interior and exterior colors and trims. However, these options come at a significant cost. The new soft-top colors, Dark Rose and Blue, are priced at approximately $6,115. The efforts of car companies to cater to customers seeking a "one-of-a-kind car" continue to persist. |
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During a conversation with designers over breakfast on Wednesday morning, I was given an intriguing suggestion. They proposed featuring sustainable tips practiced by Kia America Design Studio employees in the newsletter. This idea is set to be implemented in next week's newsletter. I encourage everyone reading this, including those at headquarters, to feel free to share any good ideas via email without hesitation. We would be delighted to feature them in our newsletter and generate synergy together. Your active participation is highly appreciated. (Jenna's email) |
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Kia Design Center America
Written by Jenna Chwee
Email: jchwee@hatci.com
101 Peters Canyon Rd. Irvine, CA 92606
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