TY - GEN
T1 - Technology in Automotive Brands
T2 - Human Computer Interaction thematic area of the 24th International Conference on Human-Computer Interaction, HCII 2022
AU - Chien, Wei Chi
AU - Lin, Chen Huan
N1 - Publisher Copyright:
© 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG.
PY - 2022
Y1 - 2022
N2 - In the rapid evolution of technology, consumers receive various stimuli through “smart” commodities, which transformed users’ understanding of the expressions of products’ and interfaces’ form. While consumers pursue utility and superiority from technologies, intelligent and high-tech things become a type of fashion. As a result, the “technological appearance” takes an essential role in branding. Artifacts are designed to be technologically advanced. While this phenomenon can be identified in many industries, this paper clarifies how the automotive industries use technology in their branding strategy. We analyzed five generations of Mercedes-Benz’s S-class and BMW’s 7-series and coded the architectural layouts of the cockpit system. Both models are flagship saloons from the German historical automotive brand, respectively. From the history of automotive design, we can see how brands and designers shaped the meaning and position of technology from a functional characteristic to a symbolic identity.
AB - In the rapid evolution of technology, consumers receive various stimuli through “smart” commodities, which transformed users’ understanding of the expressions of products’ and interfaces’ form. While consumers pursue utility and superiority from technologies, intelligent and high-tech things become a type of fashion. As a result, the “technological appearance” takes an essential role in branding. Artifacts are designed to be technologically advanced. While this phenomenon can be identified in many industries, this paper clarifies how the automotive industries use technology in their branding strategy. We analyzed five generations of Mercedes-Benz’s S-class and BMW’s 7-series and coded the architectural layouts of the cockpit system. Both models are flagship saloons from the German historical automotive brand, respectively. From the history of automotive design, we can see how brands and designers shaped the meaning and position of technology from a functional characteristic to a symbolic identity.
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U2 - 10.1007/978-3-031-05311-5_28
DO - 10.1007/978-3-031-05311-5_28
M3 - Conference contribution
AN - SCOPUS:85132989818
SN - 9783031053108
T3 - Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
SP - 410
EP - 418
BT - Human-Computer Interaction. Theoretical Approaches and Design Methods - Thematic Area, HCI 2022, Held as Part of the 24th HCI International Conference, HCII 2022, Proceedings
A2 - Kurosu, Masaaki
PB - Springer Science and Business Media Deutschland GmbH
Y2 - 26 June 2022 through 1 July 2022
ER -