Technology in Automotive Brands: Function or Fashion?

Wei Chi Chien, Chen Huan Lin

Research output: Chapter in Book/Report/Conference proceedingConference contribution


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.

Original languageEnglish
Title of host publicationHuman-Computer Interaction. Theoretical Approaches and Design Methods - Thematic Area, HCI 2022, Held as Part of the 24th HCI International Conference, HCII 2022, Proceedings
EditorsMasaaki Kurosu
PublisherSpringer Science and Business Media Deutschland GmbH
Number of pages9
ISBN (Print)9783031053108
Publication statusPublished - 2022
EventHuman Computer Interaction thematic area of the 24th International Conference on Human-Computer Interaction, HCII 2022 - Virtual, Online
Duration: 2022 Jun 262022 Jul 1

Publication series

NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume13302 LNCS
ISSN (Print)0302-9743
ISSN (Electronic)1611-3349


ConferenceHuman Computer Interaction thematic area of the 24th International Conference on Human-Computer Interaction, HCII 2022
CityVirtual, Online

All Science Journal Classification (ASJC) codes

  • Theoretical Computer Science
  • Computer Science(all)


Dive into the research topics of 'Technology in Automotive Brands: Function or Fashion?'. Together they form a unique fingerprint.

Cite this