Space X, Tesla, Pregnancy SB, CRT Aesthetic, Estafette This week, Elon Musk hosted events for two of his companies—SpaceX and Tesla. Both events were jaw-dropping, but the post-event reviews yielded contrasting results. |
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At the Tesla We, Robot event, Elon Musk made a striking entrance in a fully autonomous Cybercab, which has no steering wheel or pedals. He announced plans to stabilize the average bus fare at $1 per mile through unmanned taxis, in contrast to the current Uber fare of about $20 for a 15-mile ride for my daughter, which would only cost around $5 in a Cybertruck.
Furthermore, the price of a Cybercab is expected to be under $30,000, with plans to launch full self-driving (FSD) capabilities in Texas and California next year. Production of autonomous Cybercabs is scheduled for around 2026. The Cybercab seems poised to replace the discontinued Model 2, featuring a two-seater design with gullwing doors. Notably, it lacks a rear window, targeting full autonomy, and instead boasts an impressively large trunk. The decision to create a two-seater was based on research showing that most vehicles carry two or fewer passengers. From a design perspective, it combines straight lines and curves reminiscent of both the Model 3 and the Cybertruck. The unique wheels and the cleverly positioned cameras create an impressive aesthetic, evoking the essence of the vanished side mirrors. |
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Instead of following the traditional gullwing design of the X, the new gullwing doors open via hinges on the A-pillar. This design likely serves the purpose of allowing robots to enter the interior without obstruction, making it easier for robotic arms or cleaning tools to maneuver inside without any hindrance. |
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The possibility of robotic cleaning seems to have influenced the seat design as well. Instead of the curved bucket seats, there are flat, retro-style seats reminiscent of 70s executive office chairs, featuring a ribbed pattern. While they may look somewhat out of place, this flat design makes them easier to clean. (See right photo: Herman Miller) |
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The RoboVan (which Elon pronounced as "Robo-Van") can transport cargo while accommodating up to 20 passengers, making it ideal for transporting sports teams in heavy traffic at a cost of just 5 to 10 cents per mile. (Wow... that’s $1.50 for a 15-mile ride!) With its hidden wheels, it gives off a massive subway vibe rather than a traditional car or train, and the interior feels more like a lounge, designed for seating and cargo transport.
Interestingly, rather than simply being a mode of transportation, it seems to take on the meaning of a space similar to a bar or café—hence the concealed symbolic "wheels" of a car. Unlike other companies that pursue a rectangular shuttle shape, the RoboVan emphasizes a directional MPV role. I’m curious to see how simplified the seat removal and reconfiguration process will be! |
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The highlight of the event was the Optimus robot, which stands out by walking on two legs, mimicking human movement instead of using wheels like traditional robots. Priced at around $20,000, it’s designed to take on tasks like babysitting, dog walking, lawn care, and grocery shopping. However, those who tested it on-site reported that it often gave nonsensical answers to questions, leading many to question whether it’s truly ready for production as a prototype. |
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On the other hand, SpaceX, led by Elon Musk, live-streamed the recovery of a launched booster on the 13th. It felt like the moment when "an apartment (the size of the 63 Building) fell from space and was caught with chopsticks." The recovered booster can be reused 5 to 8 times before being retired, with savings of $10 to $30 million in manufacturing costs and $15 to $35 million in launch costs.
After the unveilings of both companies, Tesla’s stock fell, while SpaceX received widespread acclaim. Tesla's vision for fully autonomous driving and the rollout of robot taxis is ambitious, but it faces numerous hurdles, including regulations, insurance, and privacy issues. As a result, immediate tangible outcomes from its blueprints are uncertain. Even if Tesla succeeds in full autonomy, other companies may quickly catch up, leading to concerns about revenue generation, causing the stock to drop by around 8%.
In contrast, SpaceX's technology, despite potential for significant margins of error, demonstrated a remarkably smooth recovery of the launched rocket, making it feel plausible that ordinary people could reach the moon within the next 30 to 40 years. Musk’s plan to launch supply rockets to Mars before 2030 also feels more credible now.
Elon has made strides in turning visionary ideas into reality through these two companies, which was a standout moment this week. As a child, I never imagined there would be robots to clean our homes, but now I can envision a future where Optimus can run errands for us, making me excited about the possibilities ahead.
P.S. There are rumors that the Cybercab bears a striking resemblance to Volkswagen's LX1. What do you think? If Volkswagen were to release an electric vehicle with this design, what could happen? It really does look quite similar!
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Customer-Determined Pricing: The Ordinary’s Bold Experiment
The Canadian skincare brand The Ordinary has recently garnered attention for an intriguing experiment. In a time when many consumers are feeling the pinch of inflation, the company is trying a new approach called "Choose Your Price." From September 10 to October 31, customers can purchase their popular product set, "The Daily Set," at one of three price points: 1) the original price, 2) a 23% discount, or 3) a 40% discount. Notably, the discounted prices are available for one-time purchases only.
By allowing customers to pay the full price, those who can afford it are supporting others who are struggling with inflation, thus contributing to a collective initiative. This pricing model goes beyond a simple marketing tactic; it acts as a test of trust between the brand and its customers—a kind of gamble. Through this approach, The Ordinary provides an opportunity for customers in better financial situations to support those facing economic hardships, fostering a sense of community.
This initiative is being carried out both online and offline, with a decision on whether to continue it beyond October 31 still pending.
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Jenna's Insight
In recent times, dynamic pricing systems have been introduced in various sectors, including taxi apps, airline tickets, fast food, and supermarkets. This method involves real-time price adjustments through algorithms, which can leave customers feeling uncertain about how prices are determined.
In contrast, The Ordinary has chosen an entirely different approach by giving customers the power to decide the price. This transforms the simple act of purchasing into a transaction that reflects the shared values between the brand and its customers.
The "Choose Your Price" experiment from The Ordinary sends an important message to the automotive industry as well. Traditionally, car sales have relied on fixed pricing or negotiation, but Tesla is increasingly pushing for dynamic pricing based on vehicle demand and inventory. However, this method can raise concerns about price transparency for customers.
By empowering customers with price-setting authority, The Ordinary is building trust. While it may be challenging, the automotive industry could benefit from incorporating aspects of this model to strengthen the relationship between customers and brands. For example, allowing customers to adjust prices for specific options, additional services, or subscriptions would enable a more tailored purchasing experience. This way, customers could select only the subscriptions they want and receive differentiated pricing.
Ultimately, adopting a "Choose Your Price" model could help brands be seen as respectful of their customers' financial situations, creating opportunities to deepen relationships rather than solely focusing on maximizing revenue.
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Safety Belts for Pregnant Women: A Must-Have?
While baby car seats are widely recognized, the necessity of specialized safety belts for pregnant women often goes overlooked. Using an Insafe adapter can help ensure that standard safety belts do not exert excessive pressure on a pregnant woman's abdomen. This adaptation can prevent potential injuries to the fetus during an accident, making it a crucial consideration for expecting mothers. |
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Especially, this adapter prevents the seat belt from rising above the abdomen, which can cause the "diving" phenomenon—where the belt slips below during a collision. It ensures that the belt does not constantly press against the belly during use and eliminates the need for frequent adjustments, allowing pregnant women to drive comfortably. This adapter can be used from about 2 to 3 months into pregnancy until the baby bump becomes more pronounced.
Designing cars requires a careful balance between safety and comfort, and safety devices for pregnant women should also be a consideration. Just like life jackets have straps that pass between the legs, traditional 5-point harness seat belts may not have accounted for submarine straps to redirect energy during a collision. However, if offered in a small, attachable form, this adapter could position itself as a safety belt that emphasizes convenience, safety, and practicality. |
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CRT Aesthetic Captured in Phone Cases: Retron Print
The Retron Print iPhone case brings the nostalgic vibe of CRT monitors and the iconic bulging Macintosh design to life, instantly transforming even the latest smartphones into retro Windows PCs. By fitting this case onto an iPhone 16 Pro, users can embark on a journey back to the past.
The case allows for full functionality of the camera and Dynamic Island, while adding icons and widgets reminiscent of Windows and Macintosh operating systems to the screen. Notably, the inclusion of the Clippy icon is sure to evoke fond memories for those who remember that era.
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The charm of this case lies in its button design. The volume up/down and function switch buttons are positioned on the front, allowing for actual physical interaction. Although the buttons are on the case's front, they are ingeniously designed to activate the iPhone's side buttons, making for an impressively intuitive experience.
Beyond mere protection, this case evokes nostalgia for old computers, featuring a two-part design that perfectly replicates the thick bezels and asymmetrical aesthetics of vintage CRT monitors. The deeply grooved back design not only harks back to classic desktops but also enhances grip. Additionally, the speaker hole ensures that sound quality remains clear.
Available in classic electronic colors like beige, gray, and brown, the case can achieve an even higher quality finish with a textured print plate.
💡 (Past Design + Nostalgia) + New Physical Interaction = Alluring Appeal --> I want it!
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Electric Version of a Vintage Merchant's Vehicle: Renault Estafette Concept
Unintentionally, today seems to be all about discussing classics and retro vibes. 😅 The Renault Estafette, launched in 1959, was designed as a practical vehicle for merchants, featuring a Dauphine engine and front-wheel drive. With a focus on functionality, its boxy silhouette and low loading height made it an economical classic car. Production continued in France until 1980, and it remained in production in a few other countries afterward. While the name evokes a sweet, pastry-like feel, it actually derives from the Italian word "stafetta," meaning "courier." |
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To challenge the electric commercial van market, Renault has established a strategic partnership with Flexis (alongside Volvo, CMA, and CGM) to revive this unique model as a BEV. This concept showcases the direction of the production van set to launch in 2026, reimagined as an urban electric vehicle based on Flexis's electric platform. Measuring 4,870 mm in length and 1,920 mm in width, it fits comfortably within standard parking spaces while offering a generous cargo area of 7.1 m² (250.7 cu-ft), comparable to that of a larger Trafic van. To enhance driver convenience, the vehicle's height is designed at 2,590 mm (102 inches), allowing drivers to walk comfortably to the rear cargo area without needing to bend down. |
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Renault’s distinctive colors, such as Helium Gray and Tropical Yellow, are prominently featured in this model.
The company describes the vehicle's exterior as having a "cute and friendly toy-like design," anticipating that its bright pop colors will bring a fresh image to urban vans. Designers envision this van not as an anonymous presence in the city but as a standout vehicle that evokes emotions. The Estafette aims to transcend the notion of a simple commercial vehicle by pursuing an emotional design that resonates within urban life. With a boxy design enhanced by soft curves and thoughtful details, it achieves a friendly yet practical appearance.
To minimize blind spots while turning, a three-part windscreen is utilized for improved visibility. The front and side doors feature a sliding mechanism, while the rear door employs a roll-up design, combining practicality with efficiency in its details. |
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Renault is working to eliminate boredom and inject life into delivery vans by introducing vibrant colors that make them more appealing, significantly enhancing their sales potential. This model appears far more exciting than the typical delivery van.
Drivers can interact with a 7-inch digital gauge cluster and a separate 12-inch touchscreen located in the center of the dashboard, allowing for seamless communication with various stakeholders and the ability to run diverse software applications. However, in photos, the mustard color seems quite striking, giving off the impression that one might hesitate to hold a hot dog while working in delivery. |
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Have you heard of the term "Doom Spending"? It's a trend among Millennials and Gen Z in the U.S. that reflects their consumer habits. Doom Spending refers to the tendency to spend money on luxury items like travel and designer goods instead of saving, driven by negative feelings about the future. This behavior offers a temporary escape from fears and societal pressures.
It's not merely an individual choice; rather, it's the result of a broader societal atmosphere and various influences, including social media. Long receipts and credit card statements rarely bring about a better mood, after all.
Ultimately, Doom Spending seems to reveal a generational anxiety. It makes me reflect on how I express my own anxieties—am I caught in a cycle of excessive spending and returns? (Spending like crazy, refunding like crazy?/Anxiety + Anxiety + Anxiety)
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Kia Design America / By Jenna Chwee / Jchwee@hatci.com
101 Peters Canyon Rd. Irvine, CA 92606
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