The Strategic Decision-Making Behind the Design of New Mercedes-Benz Electric Vehicles
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| Dokumentumtípus: | Diplomadolgozat |
| Kulcsszavak: | autóértékesítés autóipar decision making electric vehicle elektromos autó strategic planning termékdesign |
| Online Access: | http://dolgozattar.uni-bge.hu/59098 |
MARC
| LEADER | 00000nta a2200000 i 4500 | ||
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| 005 | 20251027142946.0 | ||
| 008 | 251027suuuu hu om 000 eng d | ||
| 040 | |a BGE Dolgozattár Repozitórium |b hun | ||
| 041 | |a en | ||
| 100 | 1 | |a Kövesi Donát Péter | |
| 245 | 1 | 4 | |a The Strategic Decision-Making Behind the Design of New Mercedes-Benz Electric Vehicles |c Kövesi Donát Péter |h [elektronikus dokumentum] |
| 520 | 3 | |a My thesis investigates the strategic decisions behind the design of Mercedes-Benz electric vehicles (EVs), focusing primarily on exterior aesthetics and their market implications. Through a case-study approach, it explores how Mercedes prioritized aerodynamic efficiency, resulting in rounded, egg-shaped forms, that deviated from the brand’s traditional design language. The study incorporates qualitative data from an in-depth interview with a dealership managing director, revealing that such design choices alienated core customers and contributed to underperformance in the EV market. Despite technical merits, the aesthetic shift was seen as impersonal and misaligned with luxury expectations. The research also examines Mercedes' evolving electrification strategy and market challenges posed by rivals, particularly Chinese manufacturers. The thesis concludes that successful EV adoption for heritage brands hinges on harmonizing innovation with customer identity and emotional resonance. | |
| 695 | |a autóértékesítés | ||
| 695 | |a autóipar | ||
| 695 | |a decision making | ||
| 695 | |a electric vehicle | ||
| 695 | |a elektromos autó | ||
| 695 | |a strategic planning | ||
| 695 | |a termékdesign | ||
| 700 | 1 | |a Andrási Dr. Gábor |e ths | |
| 700 | 1 | |a Pais József |e ths | |
| 856 | 4 | 0 | |u http://dolgozattar.uni-bge.hu/59098/1/Thesis%20-%20K%C3%B6vesi%20Don%C3%A1t%20P%C3%A9ter%20-%20H62VFK.pdf |z Dokumentum-elérés |
| 856 | 4 | 0 | |u http://dolgozattar.uni-bge.hu/59098/2/UGdissertation-DKovesi-GAndrasi2025.pdf |z Dokumentum-elérés |
| 856 | 4 | 0 | |u http://dolgozattar.uni-bge.hu/59098/3/biralat.pdf |z Dokumentum-elérés |