An agricultural equipment manufacturer chose Design Concepts to create a powerful new aesthetic for an existing product line of utility terrain vehicles (UTVs) to open up new business opportunities for their company.
The design team began by gaining insights into the current market, competitive products and the company’s business strategy and goals. Research and strategy teams listened to the voice of the customer to learn users’ needs and preferences. Based on consumer feedback, as well as perspectives of UTV dealers and distributors, teams identified strategic opportunities to compete with products in recreational and sport vehicle markets.
Industrial designers and human factors specialists created a new UTV aesthetic with a distinctive visual appearance and features relevant to consumers. The strong, updated aesthetic and features were designed to compete in agricultural channels and appeal to individuals who use their UTV’s for both work and play. The powerful new aesthetic conveys a strong brand with broad appeal consistent with the agricultural equipment manufacturer’s goals.