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After an excited Carla returned from Tokyo and the initial meetings with DTA, the ArtRebels team started putting together an initial framework for the collaboration that would eventually form the basis of our entire year-long exploration together — and hopefully beyond.
Introduction
Transport and mobility are on the brink of rapid change. Shifts in consumer expectations, demographic compositions, financial circumstances and environmental conditions are putting pressure on automakers and transportation providers to reconsider their ways of existing to align more closely with the needs of societal challenges.
Meanwhile, technological advances in the fields of autonomous, electric, intelligent and connected vehicles are opening doors for radical, new mobility opportunities. To continue to thrive in this exciting (but uncertain) future of mobility, automakers need to rethink their purpose and reimagine how emerging technologies can be made as accessible and democratic as possible.
Pillar #1: Creative research and vision design
New and aspirational visions for the future of transportation with Daimler Trucks and Buses at the center.
Purpose
The purpose of this Pillar is to research trends, challenges and opportunities for Daimler Trucks Asia, their clients and the mobility sector in general, with the ultimate intention to conceptualise and recommend new, aspirational visions to support Daimler Trucks Asia in thriving throughout our uncertain future.
Approach
We’ll use both conventional forms of research, survey and data collection as well as alternative, more speculative and creative approaches to design, concept development and storytelling. We’ll do this in close collaboration with our network of designers, strategists, researchers and technologists to engage the most diverse possible pool of skills and expertise.
How can Daimler Trucks Asia be at the forefront of urban mobility and public transport innovation?
Pillar #2: Future strategy & new business concepts
Strategy for future business potentials beyond today's core business + recommendations
Purpose
The purpose of this Pillar is to translate the research, opportunities and visions identified in Pillar #1 into actionable strategies on how Daimler Trucks Asia can venture into new territories and business potentials beyond their core business that will do good in the world while also fulfilling the company’s strategic objectives.
Approach
For us, design is a means of understanding how things are and speculating about how things could be. For this Pillar we’ll apply an approach of Business Concept Design, where we take the identified aspirational visions for Daimler Trucks Asia and from them build concepts and strategies that could be implemented by Daimler Trucks Asia. To do this, we’ll conduct internal and external evaluations to identify key stakeholders, partners, clients as well as private and public sector collaborators.
In the end, our aim is to make the visions created in Pillar #1 both actionable and achievable, so that Daimler Trucks Asia can begin to redefine the idea of trucks & buses and establish themselves as pioneers in the future of sustainable, human-focused mobility.
Pillar #3: Future Recommendations
A proposal for how to move forward beyond this exploration, with or without ArtRebels.
Purpose
Alongside many other legacy companies, Daimler Trucks Asia is facing huge challenges attracting the sharp, young talents they need to continue to evolve and innovate. Will Daimler Trucks Asia need a new lab, an external partner and set-up, a new platform, incubator program or something radically different and unforeseen? Once we have been through the above journey we’ll have gained clarity on what we envision for Daimler Trucks Asia going forward and what competencies and new systems are needed to move into new, uncharted territories.
Ultimately, our goal is to look beyond the obvious, push the limits and challenge the traditional notions of trucks & buses to explore how we can repurpose them and create a more fulfilling and beneficial life on wheels.