At Volkswagen North America, an exciting and groundbreaking project was initiated to explore future vehicle concepts specifically tailored for the North American market. The objective of this project was clear: identify the next emerging market segment that would shape the automotive industry in the coming 5-10 years. This task was not only ambitious but also critical, given the rapidly changing landscape of consumer preferences and technological advancements. At the time, pickup trucks, SUVs, and crossovers were dominating the market. These vehicle types were popular for their versatility, space, and robust performance, catering to a wide range of consumer needs. However, the team at Volkswagen recognized that evolving consumer needs and demographic changes presented an opportunity to innovate and carve out a new segment in the automotive market.

Disclaimer: This is an internship project from KEVIN SEONGYUN KIM during his time at Volkswagen North America

The student designer showcased Volkswagen's commitment to inclusive design and innovation by focusing on the baby boomer or the senior demographics aged 65 and above. The VW ID. EA's concept not only addressed a critical market gap but also underscored the brand’s dedication to meeting the evolving needs of its customers. This project showcased how thoughtful design could transform the driving experience for seniors, blending practicality with a youthful, vibrant aesthetic.

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The VW ID.EA Concept boast a modern design with senior-friendly features

Designing a vehicle exclusively for seniors presents a paradox: products specifically aimed at them often make them feel old. To address this, the ID. EA masterfully combines essential senior-friendly features with a trendy and modern design, creating an appealing vehicle that prioritizes comfort and ease of access. The design aims to create a homely ambience by reducing the bulkiness of traditional vehicle interior panels to increase storage and functionality. 

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The interior of the VW ID. EA is centred around creating a small living space within the vehicle. The front IP panel is slimmed down to allow storage space for personal items underneath, inspired by living space furniture aesthetics combined with practical Easy Access functions. A standout feature is the C-shaped lighting fixture that doubles as a grab support and air conditioning vent, enhancing both safety and comfort. When the vehicle is stationary and the door opens, the C-shaped supporter rotates forward to assist with exiting. While driving, it rotates back to function as an A/C vent and grabs support, seamlessly integrating two critical functions into one stylish element.

Furthermore, to create the feel of a small living space, the design of the VW ID. EA concept minimizes the clutter of numerous buttons typically found in car interiors. Only essential controls, such as the shifter and A/C, are easily accessible. Additional functions are managed through voice assistants, making the vehicle more user-friendly for seniors. The console area has been redesigned, inspired by adjustable furniture trays, to offer personalized placement and storage. This design features three distinct storage units to cater to various needs, recognizing that seniors often carry more personal items than the average consumer. Additionally, hangers for keys or clothing enhance the convenience and accessibility of the space.

We all know that seniors cannot sit for long periods for multiple reasons, so the common discomforts they face were thoroughly investigated before designing the seats. A significant issue is the need to bend the back excessively when sitting upright, which can be particularly painful for those with back problems. To address this, the ID. EA's seat design ensures minimal bending. When a passenger sits, the seat bottom rises to meet their hip, and the backrest lowers. As they settle in, the seat bottom lowers, and the backrest rises, offering a comfortable and supportive experience.

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Contrary to traditional autonomous driving concepts where the steering wheel vanishes, the latest VW ID. EA vehicle keeps its steering wheel intact, providing multiple functions beyond driving. This versatile steering wheel doubles as a compact side table for items like books, glasses, or snacks, seamlessly fitting the living space theme and emphasizing ease of access. Additionally, it serves as a comfortable armrest, enhancing relaxation while waiting or during autonomous driving. 

By blending youthful design with practical features, the new VW ID. EA concept car aims to provide a comfortable, accessible, and stylish vehicle for seniors, setting a new standard for future vehicles. By addressing the unique needs of the baby boomer generation, this unique concept ensures that vehicles are functional and efficient, and provide a sense of comfort and ease of access. This project aims to inspire further innovation in designing cars that cater to all age groups.