This project deals with the aesthetic sensibilities of the middle aged user group in Indian demographics, namely in the age group of 35-55years. All the two wheelers in the market today are designed and marketed keeping in mind the youth customer segment, on the other hand there is a big chunk of users who belong to the middle aged bracket and there is no vehicle in that segment.

The project started with the study of existing two wheelers in the market, which revealed that most of the existing ones were focused to target the youth with dynamic and exuberant styling . Furthermore, the study revealed that nearly forty four percent of the total two wheeler users in Indian market are the middle aged group and their aesthetic sensibilities are quite different from those of the young generation.

The centre point of this project was to Design a two wheeler for the middle aged group in terms of its aesthetics as well as functionality based needs. The vehicle architecture was taken from an already established and successful two wheeler in the segment and slight tweaks were done to the chassis to match it specifically to the ergonomic requirements of the target users. After some generic study about the kind and format of two wheeler preferred by the users, the research went deep into the latent tastes and usage patterns of the target group. This was done by studying the way these users use their cell phones. Choice of cell phones, colours preferred, technology levels etc. were some parameters for the study.

Insights that came from the study- the way they use their products, their aesthetic sensibilities, the fit and feel admired by them and other perceptions were included to design a vehicle that was in sync with the implicit aspirations of the middle aged users in the age bracket of 35-55 years.

Case Study Download:
• Two Wheeler for Middle Aged......