A Study on the Marketability of the next Generation Community Vehicle

This study deals with the marketability of Class 1 environmentally friendly automobiles, or NCV21 (the next generation community vehicle), using the "Seven Tools for New Product Planning". The evaluation of consumer acceptance of Classl was clarified by conducting interview survey, questionnaire survey and positioning analysis. The most preferred Class 1 concept was obtained using the conceptualization method, idea screening method and conjoint analysis. As a result, it is understood that the Class "Electrically concept of"Price of 400,000 yen","Electrically driven", "Installation of a character display system", "4WD transmission", "Design offering 50 color choices" could be accepted by half of the consumers. And this combination is attractive for half of consumers depend on the result of segmentation.