PRODUCT DESIGN & DEVELOPMENT STRATEGY IN ADDRESSING URBAN MOBILITY CHALLENGES IN THE NATIONAL ELECTRIC VEHICLE ERA (CASE STUDY ON ELECTRIC MOTORCYCLE)

• Main Author: Ardodi, Hendra
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/81306
• Institution: Institut Teknologi Bandung

Industrial Revolution 4.0 creates urban mobility disruption through the acronym ACES (Autonomous, Connectivity, Electricity, Share); revolutionizing vehicle design to be connected, autonomous, sharing and applied electric power. This Phenomenon of disruption also occurs in Indonesia, especially electric-powered vehicles. PERPRES N0.55 2019 is the legal umbrella for the development and production of Battery-Based Electric Motor Vehicles (KBLBB). Regulation of the Minister of Industry No.27 2020 assigns TKDN level of 35% for four-wheelers and 40% for two-wheelers endorses development and production of EV with high local content. Domestic Higher learners and research institutions, start-ups and BUMN are enthusiastic to developing various EV, especially motorcycles. Motorcycles are favorite transportation for Indonesians which 54% are Millennials; become a very large potential market. Around 6 million ICE motorcycles are sold yearly but electric motorcycle are about 75,000 units only until end of 2023. Appearance of design becomes an important preference on purchase decision factors. What kind of design consumers want, whether the currently imported EVs meet their preferences, could various local design electric motorcycles accommodate it. Among the various local prototypes introduced, only Gesits G1 was successfully produced with industrial standards. What are the obstacles for local designers not being able to improve the quality of their products onto production level, what kind of strategy need. It is necessary to carry out by mixed method research to measuring the attractiveness of the design form of local products using Semantic Differential on 100 Gen Z & Y’s respondents who ride motorcycle and interested by EV and also Interview several motorcycle designers/researchers from start-ups and local manufacturing, as comparison for the design process and the involvement of industrial design, Also interviewed were designers from foreign Motorcycle principal’s R&D who already had a standard flow of development. Investigation of problems and challenges of local product development and strategies to improve the aesthetic quality of design with disruption of design methods and equipment that are really needed must be carried out.