Conference Agenda
Overview and details of the sessions of this conference. Please select a date or location to show only sessions at that day or location. Please select a single session for detailed view (with abstracts and downloads if available).
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PAPERS: Opening up Design Impact: Session 1 Location: 50 George Square, G.03 Zoom Link Accessibility: https://www.accessable.co.uk/the-university-of-edinburgh/central-area/access-guides/george-square-50 Session Chair: Cyril Tjahja, Vrije Universiteit Amsterdam | |
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A Perceived Value Framework for Automotive Design Innovation: Rethinking Strategic Transition of Incumbent OEMs in the Post-ICE Era School of Design, Hunan University, Changsha, China As the industry moves beyond the internal combustion engine, incumbent original equipment manufacturers (incumbent OEMs) need a systematic, experience perception-centred way to evaluate design. We introduce a Perceived Value Framework (PVF) derived from a 2015–2025 review that defines six dimensions: perceived functionality, performance, intelligence, aesthetics, brand, and sustainability, each linked to sensory indicators. These dimensions are mapped to the emotional design model’s visceral, behavioral, and reflective levels to connect first impressions, in-use experience, and long-term meaning. Comparative case analyses of four OEMs’ 2024–2025 products validate how these dimensions operate across distinct value orchestration and design transformation initiatives. Cross-case results reveal consistent patterns in value anchoring, prioritization, and layered orchestration. We contribute a compact indicator set and a repeatable routine for strategy reviews and competitive analysis, showing that effective positioning arises from deliberate value focus and informed trade-offs rather than feature accumulation, and we note implications and limits. View Paper: https://doi.org/10.21606/drs.2026.1482
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