The trend toward urbanization has created an emerging need for new personal transportation solutions. Traditionally, scooters have filled this niche by being easy to park and cost effective to run & maintain in an urban setting. Today, the needs of young urban riders are adding a decidedly green point of view to this trend.
The GenZe STS scooter by Mahindra is a fully electric bike that employs a suite of innovative features to meet this new challenge. Sundberg Ferar was tasked with the identification of consumer needs that would define the scooters competitive feature set, it’s overall design, packaging, and rider accommodation.
To determine the ideal characteristics for the scooter, primary user research was conducted on college campuses in the US and Canada. In this research the participating students were asked to both provide feedback and participate in the brainstorming process. This approach yielded key insights such as the option to ride in a semi-standing position, and the incorporation of a large storage compartment module. The final design is also unique in that it incorporates a 7” TFT display instead of traditional gages. The incorporation of this screen represents a significant development in the competitive positioning of the scooter. By selling advertising on the screen GenZe can reduce cost as a barrier to entry for potential student customers.
