Bronco Offroadeo, Catchup App, Vintage Calculator, Acura ZDX #218 / August 25, 2023 (Fri) / Confidential |
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Have you ever taken part in an event where Jeep or Ford set up expansive metal tracks to let you experience the off-road capabilities of their vehicles? Well, imagine Ford taking it a step further. They've created off-roading havens, known as the Broaco Offroadeo, at four iconic American locations - Moab, New Hampshire, Texas, and Nevada. These spots, often referred to as playgrounds for off-road enthusiasts, offer drivers the chance to master precision and aggression while navigating the challenges of rugged terrains.
Ford's motivation behind these natural adventure spots is not only to showcase their models, deeply influenced by the American lifestyle but also to emphasize the importance of using aftermarket parts optimized for off-roading. Without these upgrades, vehicles can face strain, compromised safety in extreme conditions, and diminished performance even on regular roads. This initiative not only promotes their vehicles but also raises awareness about the risks of off-roading without proper enhancements.
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To accentuate the branding of Bronco as a lifestyle icon, the base camp is designed with a modern flair. Throughout the camp, you'll notice design touches that embody the Bronco brand, such as seats crafted with safety belts, chairs reminiscent of the Raptor's distinctive style, and other elements that unmistakably represent Bronco's identity. |
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Drivers have the option to navigate through various terrains during the drive, including high-speed stretches across rugged desert landscapes, periods suitable for jumping, and segments demanding slow and precise maneuvers through twists and turns. In each of these sections, they are paired with off-road instructors who ride along. The purpose of the drive is to showcase how agile the Raptor reacts to different terrains. Notably, the degree of off-road sensibility experienced can also be influenced by adjustments made to the seats.
On the whole, the interior design of the Bronco Raptor is minimalistic, yet around the controls, such as the steering wheel and the dashboard, an array of switches and buttons with diverse functionalities for agile trail driving are displayed. Everything is laid out in a configuration suitable for detailed off-road operation – a layout that nods in agreement with your head. Especially when navigating challenging landscapes, instead of relying solely on a touch screen that might be jarring, essential functions are segregated onto the dashboard's upper portion. This separation enables stable manual manipulation even in situations where shaking might occur. To ensure grip and precise input, the buttons incorporate grip textures, allowing confident interaction even when hands are sweaty.
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As you venture down dusty trails, it's only natural for seats and headliners to gather dirt and sweat. But have you ever imagined having leather and carpeted headliners and seats? Imagine the durability of vinyl seats and headliners that you can comfortably touch with dirty hands. If sturdy vinyl seats and easily maintainable headliners come to mind, it's a feature that off-roading enthusiasts would truly appreciate.
If you're planning a visit to Vegas for CES or any other trade show, considering a stop at the Bronco playground could make for a fantastic experience! |
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🤗 Newletter Summary
01. Consumer Trend - Reminding users to call or text, Catchup app helps nurture core relationships
02 Design Trend - Vintage Calculators
03 Automotive Weekly A - BMW To Offer "Who Wants to Be a Millionaire?" In-Car
B - 2024 Acura ZDX |
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Consumer Trend - Reminding users to call or text, Catchup app helps nurture core relationships
Amidst our busy lives, we often intend to meet up, yet end up forgetting and let months or even years slip by without a call or text – the initial step of relationship fading.
The Catchup app is designed to fortify essential connections with close contacts and even acts as a social aide. Upon installing the app, users select individual contacts and determine how often they wish to stay in touch. When the set time elapses, the app sends a notification to your phone and automatically displays how many days or weeks it's been since you last contacted each person on your list.
The Catchup app was released this month and is currently available only on iOS. The cost of $8 for tracking more than two contacts is a reasonable investment to uphold relationships with loved ones without feeling burdened.
Ironically, the digital tools crafted to maintain distant relationships can sometimes alienate us from those closest and dearest. While intentionally severing ties with family or friends isn't the goal, Catchup offers an opportunity to preserve crucial connections through its reminder feature.
Products and services that emphasize meaningful relationships over superficial connections are resonating with users in a new way. How can our brand offer services and products that foster camaraderie and sustain connectivity? 🤔
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Design Trend - Vintage Calculator
Before the widespread adoption of mobile phones, in the early 2000s, a device known as the "Cellvic i," a PDA, gained popularity. While basic telephony was available, the PDA offered the remarkable ability to draw and jot down notes freely using a stylus pen—a feature lacking in regular phones of the time. However, the warm reception of the PDA faded into nostalgia shortly after Apple products emerged, marking its swift disappearance. |
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Greg Maltic, the product designer, has crafted the Cellvic i, a piece reminiscent of a vintage calculator. The calculators his father used to bring from the office to home during the early 70s were the only computer-like objects one could interact with back then. Since those days, he has been collecting various vintage calculators, and he's soon planning to curate a small pop-up exhibition featuring his personal collection. |
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During my college years, I somewhat impulsively purchased a PDA, similar to how I did, back when I was a student. In the 1970s, calculators in the United States held more significance than just their computational capabilities. They were a form of personal electronic luxury predating the emergence of iPods and iPhones. While even today, engineering calculators are used by American high school and college students, the calculators from 1968 to 1983 possess an aesthetic charm rooted in their operational principles. Greg's pop-up exhibition highlights how products once considered essential can transform into seemingly obsolete items in an instant.
During the heyday of PDAs, early laptops were somewhat technologically focused and lacked elegance. However, the American calculators of that era, even when viewed today, exhibit a simple yet captivating beauty that remains timeless and far from mundane. In this era of overflowing cutting-edge technology, may we find a moment to appreciate the nostalgia and elegance offered by retro calculators and PDAs. (Calculator pop-up exhibition)
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Automotive Weekly A - BMW To Offer "Who Wants to Be a Millionaire?" In-Car
"The Who Wants to Be a Millionaire?" quiz show, which captivated audiences worldwide, even made an appearance in the movie 'Slumdog Millionaire.' It first aired in the UK in September 1998 and concluded in February 2014, after which it was exported to 160 countries in various formats.
Starting next year, BMW i5 customers will apparently have the opportunity to enjoy this game within their cars. Quiz questions will be displayed on the central display, and users will be able to input their answers through an app on their mobile phones. Moreover, passengers will have access to sports, simulation, strategy, puzzle, jumping, and running games.
In-car games, usable during autonomous driving and charging times, appear as significant opportunities for a new revenue model. This suggests that many forms of gaming will likely be integrated into cars in the future.
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Automotive Weekly B - 2024 Acura ZDX
After a short-lived existence marked by the less-than-favorable design of its 2009 to 2013 model, the coupe crossover ZDX has been reborn as an electric version after a decade. With an impressive 500 horsepower and a range of over 300 miles, the model bears resemblance to The Precision EV Concept in its prominent design features. It comes in two trim levels: the base A-Spec and the performance-oriented Type S, each reflecting the concept's aesthetics.
The grille faithfully follows the concept with a deeply grooved pattern instead of the traditional light area, while the headlamps and taillamps incorporate a chicane style reminiscent of Formula 1 racetracks.
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Starting from the front bottom and extending all the way down, the boat-like silver trim line harmonizes well with the large silver wheel details. The hood line is reminiscent of the Infiniti QX50, and the diamond grille, a feature inherited from Acura's design language, has been downsized but still maintains its place. The headlamps, which used to symbolize jewel eyes, are now integrated with a chicane style. The distinctive blue headlights showcase a more distinct design language at night, likely emphasizing its presence as an electric vehicle. |
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The recently introduced model, Lyriq, bears a striking resemblance to the interior of GM. Everything from GM switches and gears to the steering wheel with a Super Cruise badge bearing Acura's logo is there, except for the gauges in the main instrument cluster, which are GM-produced. Interestingly, the seats, interior materials, and layout are all Acura's, leading to some consistency issues. However, many opinions suggest that it's an improvement over Lyriq's interior design. To establish Acura's uniqueness, they've incorporated their own software, running notably different wireless Android Auto and wireless CarPlay compared to GM.
While people are excited about Acura's first EV, there's a sense that the design with the descending D-pillar gives a rather traditional vehicle vibe, and opinions are divided about the regular car door handles. Similar to how the 2009 ZDX was slightly ahead of its time like Korea's GD, the new ZDX gives off a feeling of not quite being ahead of its time and even evokes comparisons to the MDX. What are your thoughts on this? |
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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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