The Deep Orange framework is an integral part of the graduate automotive engineering education at Clemson University International Center for Automotive Research (CU-ICAR). The initiative was developed to immerse students into the world of an OEM. For the 6th generation of Deep Orange, the goal was to develop an urban utility/activity vehicle for the year 2020.
The objective of this paper is to explain the interior concept that offers a flexible interior utility/activity space for Generation Z (Gen Z) users. AutoPacific data were first examined to define personas on the basis of their demographics and psychographics. The resulting market research, benchmarking, and brand essence studies were then converted to consumer needs and wants, to establish technical specifications, which formed the foundation of the Unique Selling Points (USPs) of the concept. Then the various sub-systems within the vehicle were developed; a systems integration approach was used to balance design, engineering and project (cost, weight and timing) compromises.
The vehicle provides a flexible interior concept designed to support the active lifestyles of Gen Z that enables a broad range of use cases including stationary activities. The paper discusses the occupant packaging, seating, personalization and customization of the interior, power supply, infotainment, color selection, and interior lighting concepts which provide novel ways to support users in urban environments.