Upclose America #196 #196 / February 10, 2023 (Fri) / Confidential |
|
|
Hello Subscribers, do you like Coffee?
I occasionally go to Starbucks, but McDonald's Large Ice Coffee is also one of my favorite coffees. It's a large 650ml size, the taste is awesome and the price is 99 cents when ordered through the app, making it the best value, but what I like most is the way to order through the McDonald's app.
I can easily drop off the kids in the morning and turn on the app in the car to see today's deal. It only takes about 50 seconds to order my desired coffee and pay with a card on file. The app automatically assigns the nearest store based on my current location, and when I arrive at the actual location, it asks me for my desired pick-up method. If the drive-thru line is long, I can quickly change to Curb Side pick up (A Staff brings the food to you while I wait in the designated parking lot) or store pick-up. This way, I can receive my coffee in as little as three minutes and start my day with a smile on my way to work.
|
|
|
I've thought several times about how great it would be if the convenient mobile app approach could be applied to electric vehicle charging infrastructure as well. Of course, the current app can also show an approximate charging time, but if it could provide information that aligns with my actual schedule (taking into account the waiting time due to the congested customer flow at the charging station, Estimate of charging cost, and the estimated arrival time to my destination after the charge is completed), how much would customer satisfaction improve? |
|
|
I hope the day will come soon when more and more Americans, like me who frequent McDonald's because they like the way the app works, will be drawn to the Kia brand due to their convenient charging methods and overall impressive utility. Although it may not be a premium coffee, I anticipate that the appeal of Kia's charging system and the ease of use will captivate many.
|
|
|
😉 Newsletter Summary
1. Consumer Trend - For you: Curation that empowers consumers' uniqueness
- Spotify+ EasyJet Taking control of choice-saturation
- Adidas helping consumers curate themselves
2. Automotive news this week
- 2024 Toyota Highlander World debut
|
|
|
For you: Curation that empowers consumers' uniqueness
Consumers are overwhelmed by the flood of new products, services, and information and are looking for guidance. Although the need for curation has existed for many years, new technologies and tools provide consumers with the opportunity to discover their interests, values, and even identities without any limitations, except those imposed by their own imagination. This means that mainstream culture is no longer relevant to many, and creating a personalized and seamless experience is crucial. The goal is to offer relevance-based services that cater to the individual, and the rule is simple: one solution for one person. |
|
|
Spotify+Easy Jet: CHOICE RELIEF
Spotify Advertising and easyJet joined forces to assist individuals with a strong desire to travel but who are having difficulty deciding on their next destination. With the help of easyJet's Listen & Book feature, users can now receive recommendations for their European vacation based on their music preferences.
The idea still speaks to the needs of consumers who are uncertain about what they want but expect brands to guide them in making the right choices. According to a survey, 60% of consumers have reported that their priorities keep changing due to current events, making it even more important for brands to provide relevant assistance.
💡 How can we guide consumers toward customized recommendations? Preferably without a survey in sight! |
|
|
Adidas + Ready Player Me: CURATED IDENTITIES
Ready Player Me is a service that allows users to upload a 2D selfie, and based on its extensive database of over 20,000 facial scans, it accurately predicts and renders a 3D avatar that is customized to fit platforms such as Tencent or Verazone. This is done by utilizing its vast collection of facial scan data, which has been compiled over several years.
Adidas Originals, always striving to lead the way with new street culture and fashion, has partnered with Ready Player Me to launch the world's first AI-based avatar creation service that can be used directly within the Metaverse. Consumers can access a micro-website and answer a few questions related to their personality and mood, then choose from among 450,000 styles that best represent them. This will generate a digital avatar that best represents their identity. This avatar can not only be used on the Adidas Metaverse platform, but can also be shared on social media accounts to assist in communication in the digital space..
The online world has long enabled people to build their own identities, but new tools provide near-limitless opportunities for creation and curation. It’s not surprising that 2 in 5 US members of Gen Z say self-expression in the digital world is more important than expressing themselves in the physical world.
💡 How can Kia help people explore and communicate every aspect of their identity in virtual worlds? |
|
|
2024 Toyota Grand Highlander
- For customer demads space, power, and luxury
- Share DNA with Highlander Sequoia, Lexus-boxy, bold, upscale
- 12.3" Screen+physical buttons, 13 cup holders
Toyota has responded to the voices of customers who appreciate the utility of the popular Highlander model, which sells 25,000 units annually, but have felt disappointment with its cramped third row. By creating the Grand Highlander model, Toyota aims to address these concerns.
Compared to the standard Highlander, the Grand Highlander has a 165mm longer wheelbase, 51mm higher height, and 8" wider width, positioning itself between the Highlander and the Sequoia. The overall look of the Grand Highlander is "neutral (Not a bad way)" with a bold yet refined feel. While the traditional Highlander model had a sporty and playful vibe with its sharp lines and curves, the Grand Highlander boasts a more sophisticated and imposing presence. |
|
|
Reviewers who saw the Grand Highlander up close were surprised by the size of the grille, but upon closer inspection, the grille appears to be proportionally well-balanced and doesn't look as big as it initially seemed. It showcases the genes of the Toyota design and gives a more traditional feel compared to the recently revealed Mazda CX-90. The chrome piece connecting the headlamps to the other end emphasizes the connection to the Highlander, but overall, the well-arranged angles and lines of the front design elements provide a harmonious and organized feeling.. |
|
|
The rear section uses a rear lamp reminiscent of the X5 before the facelift, minus the trending horizontal light bar. The dual exhaust is a highlight, making the front border look neater (without being boring), and giving off a feeling of effort to minimize lines as much as possible. |
|
|
The side appears solid and sturdy, but with a proportion that emphasizes the feeling of everything being in place, reminiscent of the Lexus RX, it gives off a luxurious car vibe. |
|
|
The interior gives off a feeling of a Lexus vehicle rather than a Toyota one. It's full of sophistication with its overflowing plastic interior. The layer covering the digital gauge cluster brings a retro feel with its design reminiscent of the early 2000s trend. Instead of a polygonal shape, the 12.3-inch rectangular screen is cleanly designed and physical buttons are used alongside for added convenience. The interior matches the exterior, looking clean, comfortable and inviting.
Although it doesn't match the 19 cup holders in the Subaru Ascent, it still offers 13 cup holders which is expected to attract the attention of Americans who are serious about their drinks. The 2.4-liter gas engine and 2.5 gasoline hybrid are operated by the hybrid Max in the top trim, producing a power output of 367 horsepower. The price has yet to be announced but further details are expected to be revealed in the late summer of 2023. |
|
|
What are your thoughts on the design of the 2024 Toyota Grand Highlander?
(Please press the following button to let me know) |
|
|
Kia Design Center Ameica
jchwee@hatci.com
101 Peters Canyon Rd. Irvine, CA 92606
|
|
|
|
|
