The Volkswagen Group, with Headquarters in Wolfsburg, is one of the leading car manufacturers worldwide and the largest car producer in Europe. Currently, 12 brands from 7 countries belong to the company: Volkswagen Passenger Cars, Audi, SEAT, ŠKODA, Bentley, Bugatti, Lamborghini, Porsche, Ducati, Volkswagen Nutzfahrzeuge, Scania and MAN.
VW is a highly innovative and future oriented company on the automotive market. The launch of the ID Buzz, an incredibly modern and innovative automobile in 2020 is part of this strategy for the future. The VW I.D. Buzz is the modern version of the iconic and famous “VW Bulli” (Microbus).
Business challenge & Goal
VW wants to utilize the advantages of 3D printing for this exciting upcoming product.
Today, there are two clusters of key drivers and advantages of the automotive industry: First, “Product Innovation” utilizes the expanded boundaries of design such as lightweight structures, bionic geometries, and functional integration. Second, “Process Innovation” leverages the new flexibility in manufacturing volumes and locations.
The automotive industry has identified 3D Printing as a major disruptive technology that uses both of these key drivers for future product and process design. 3D printing has opened a range of new possibilities in terms of product innovation. It allows the realization of new car designs, based on biomimicry/bionic geometries, making structures lighter and improving functional integration of car components (the implementation of a high number of functions into as few parts as possible).
Secondly, 3D printing revolutionises process innovation as it allows for customisation: production can be tailored for individual customers and parts can be produced around the world, wherever 3D printing infrastructure is available.
The Volkswagen I.D. Buzz is an electric minivan, first shown as a prototype at the 2017 North American International Auto Show. A ready-to-market vehicle based on this prototype is planned to be launched in 2022. Based on the potential of 3D technology, VW challenges you to create ideas for customizable and/or functional integrated 3D-printed interior and exterior elements of the VW ID Buzz that create added value for the customer through function, aesthetics and/or comfort.
Expected Target Group for VW I.D. Buzz 2022: Families with kids, looking for a practical, multifunctional and spacious car with decent space for traveling as well as everyday use.
Young people with a high affinity to design and innovation, looking for a sustainable, state-of-the-art car that allows for high flexibility and individuality in their lives: Group activities, spontaneous trips, transportation.
The goal of the project is to generate 3D printable ideas for products fitting the VW ID Buzz that will create added value for the customer through function, aesthetics, comfort and/or customizability.
Ideas should come from a customer-centric perspective. They should be based on possible customer needs and offer respective responses, thus adding value to the customers’ experience of the VW ID Buzz. Ideas can cover the interior, as well as the exterior of the ID Buzz. Also ideas in non-visible areas which might enhance the customer experience can be suggested.
Your idea uploads in this project phase can be any kind of visual (rendering, sketch, or similar), just make sure you elaborate your idea clearly in your submission. Be aware that you are responsible to ensure that your submissions have to be transferred by you in 3D printable files in a consecutive project phase, if your submission gets selected by the client.
If you cannot deliver 3D printable in the second phase of the project, please do not submit in this project.
Consider the following elements before submitting your idea:
Your ideas should take advantage of the new design possibilities of 3D-printing like functional integration, economic advantages in low volume production (customization) or the potential to realize rather complex designs:
When designing your product innovation, bear in mind functional integration. Could your innovation have a secondary or even tertiary use? Could your idea be integrated or merge with another part or allow additional functionality like having different exchangeable modules in certain areas of a car?
What customisations are possible: Colour, form, material, engraving, textures, other?
You can base your ideas on current and /or anticipated customer needs - what would the customers described in the Target Group Personas love to have in their new car? Keep in mind future mobility use cases, such as urban developments, autonomous driving and sharing economy. (see the Project Kit for a summary of major global trends!)
- Think of how you would like to use this new car. What situations would require certain tools or add-ons that could upgrade the ID BUZZ? What additional function would you like the BUZZ to have?
- Think of a family, using the BUZZ for travel. Think about them driving a longer distance or going for a camping holiday, for example.
- Think about using the BUZZ for outdoor activities or sports.
- In contrast, think of a customer using the BUZZ in an urban environment. What other needs might this customer have?
You can also anticipate future customer needs that arise from other developments. In the future customers might sit in driverless cars. What is the customer of the future doing while spending time in the BUZZ, not driving? How would product innovations look like for an ID BUZZ that is used for car sharing.
Furthermore, think about how your idea could also be used for other cars? Could your innovation become a mainstream product for other cars within the VW Group?
1) Create a product idea that creates added value for the customer through:
- Aesthetics: Your idea delivers an aesthetic added value for the customer, e.g. personalization/customization.
- Comfort/ Ergonomics: your idea increases the comfort for one or all passengers.
- Function: your idea delivers a new or extended function with an effect for one or all passengers.
- Sustainability: your idea utilizes the production advantages of 3D printing to be material-, energy- and cost effective. Could it improve sustainability on other levels (user behavior, repairability…?)
- Customizability: your idea is an element that a customer can individualize fully or to a certain degree.
- Modularity: your idea can be used to easily vary a certain element in the ID Buzz like the mid-console.
2) Your product idea uses the advantages of 3D printing technology. Think about why your product should be/needs to be produced via 3D printing and not through traditional production channels and methods.
3) Your product idea fits the concept of the VW ID Buzz. The look and feel of your products should align with the look and feel of the VW ID Buzz. The design is ‘smart and simple’. Please also take into account the Target Groups (see target group section in the brief) and the VW Brand.
4) Your product idea can be designed for the interior or the exterior of the VW ID Buzz. The guiding principles in both cases are functionality, aesthetics, comfort, customizability, sustainability.
Do’s and Don’ts
- Focus on the added value for the customer, the customer benefit. Your idea should show and describe how it adds value for the customer in terms of function, comfort, aesthetics, sustainability, customizability.
- The product idea should be exclusively made of 3D printable materials (polymers, carbon fibre reinforced plastics, metals, other 3D printable materials.)
- Your product idea does not need to be an integral part of the ID Buzz, which needs to be manufactured during the production of the ID Buzz. It could be something / a module that can be attached later to the car.
- Don’t go too niche. Remember that your product should have the potential to go mainstream.
- Don’t go too futuristic when thinking about needs. If you think about potential future customer needs they should be based on existing trends, like car sharing, autonomous driving and not on flying cars.
Customer Benefit through Function, Comfort, Aesthetics (60%)
- Does your idea create a new or extend an existing function of the car and creates added value?
- Does your idea increase the comfort of the car’s passengers?
- Does your idea create an aesthetic added value?
Uniqueness (does your idea create a unique selling point?) (20%)
- Is there a comparable product on the market?
Suitability for the Mainstream (20%)
- Does your idea fit the needs of a larger group of customers?
- Can your idea be translated or adapted to other cars, brands and target groups?
The slides should contain:
- Description of the idea!
- What is the added value.
- Sketch, 3D-Image or 3D-File and high resolution designs clearly pointing out the 3D printing parts.
Create 3D-printable files and 3D-printed demonstrators
Timing & Awards
- Submission Start: Thursday, August 30, 2018 at 17:00 Berlin time
- Halftime Feedback Deadline: Friday, September 14
- End of submission phase: Thursday, September 20, 2018 at 17:00 pm (Berlin time)
- End of the rating phase: Thursday, September 27, 2018 at 17:00 (Berlin time)
Besides the chance to take part in this creative challenge, you could earn from the total award pool of €27.300. We are excited to see your vision for the challenge!
Here is a brief overview of what is particularly important to be aware of:
1) When entering an idea for a project, jovoto as well as the client, may display, share and print it for evaluation or presentational purposes.
2) There is a three month exclusivity period:
- in which you may publish and share your idea on other websites or social media and ensure it is clearly labelled as a submission created on jovoto.
- in which you ensure that the client is able to exclusively license your design.
- after which you may offer your submission to others and publicly display it (without the clients logo).
3) Please ensure that you have noted any and all third party material you used - including the source where it can be found.
5) The project terms clarify rights for your upload as well as the details that go into effect if and when you are informed that the client wishes to license your design.
6) Please carefully check and review your submission and the attachments before uploading them - they can only be deleted within 24 hours.
7) Please note that if your idea gets selected for the Client's Choice Award, you will be invited to a second phase Invite-only project. By submitting your idea in this project you therefore agree to participate accordingly. In the unexpected case that you will not be able to participate in the second phase, the client will still own the license to your idea, which may be subject to further development by another jovoto creative.
8) If you cannot deliver 3D printable in the second phase of the project, please do not submit in this project.