GR604 Nature of Identity — Segway Visual Strategy Guide

Visual Strategy Guide.

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Visual Strategy Guide.

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The reality about transportation is that it’s future-oriented.

If we’re planning for what we have, we’re behind the curve.

—Anthony Foxx, former U.S. Secretary of Transportation and chief policy advisor of Lyft

The Hyperloop is a proposed mode of transport heralded by advocates as the future of cross-country travel.

Contents.

Brand Overview

About 02 Our Story 06 Timeline 08

Competitors

Direct 16 Ancillary 18 Future 20

New Direction

Brand Soul 26 New Mission 28 Personas 31 Brand Grids 45 Rebranding 48

Brand Overview.

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GR604: NATURE OF IDENTITY

About Segway.

Segway designs, develops and manufactures personal electric transportation devices for consumers and businesses. Segway offers patrollers for law enforcement and private security agencies for patrol of both indoor and outdoor environments; such as wooded trails, construction sites, and city sidewalks. Segway also offers self-balancing scooters with bluetooth enabled remote control capability, and wheel scooters; personal robot and robotics mobility platforms; and accessories, such as hard cases, handlebar bags, cargo plates, and smartphone and tablet holders with articulating mounts.

The Segway was developed from the iBOT self-balancing wheelchair which was initially developed at University of Plymouth.

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Segway was created to develop innovative short-distance, zero-emission transportation solutions and products.

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GR604: NATURE OF IDENTITY

Segway transforms a person into an empowered pedestrian, allowing them to go farther and move more quickly.

The x2 was an off-road version for exploration outside of urban environments.

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GR604: NATURE OF IDENTITY

Our Story.

Inventor Dean Kamen saw a young man in a wheelchair struggling to get over a sidewalk. Dean realized that the problem was not an ineffective wheelchair, it was an issue of balance. He and his team created the IBOT Mobility System, a self-balancing mobility device that enables users to climb stairs and negotiate uneven surfaces. After that, the thought arose that a balance machine had far-reaching possibilities for individuals with full mobility as well.

Our inspiration for the name Segway came from the word segue, which is defined as “to transition from one state to another.” Segway transforms a person into an empowered pedestrian, allowing them to go farther and move more quickly.

The Segway HT was launched in December 2001 with the first units delivered to customers in early 2002.

How dynamic stabilization works If you stand up and lean forward, you won’t fall on your face.

Your brain knows you are out of balance, because fluid in your inner ear shifts and triggers you to step forward and stop a possible fall.

The Segway technology does pretty much the same thing, except that our vehicles have wheels instead of legs, a motor

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instead of muscles, a collection of microprocessors instead of a brain and a set of sophisticated tilt sensors and gyroscopic sensors instead of an inner-ear balancing system. Like your brain, a Segway product knows when you are leaning forward.

To maintain balance, it turns the wheels at just the right speed and you’ll move forward.

Keep it green It’s always been Segway’s vision to produce environmentally friendly short-distance transportation alternatives. Today, more and more people are using zero-emission personal mobility products as an eco-friendly alternative for many of the short journeys that were typically made by car.

Company Transfers In 2009, James Norrod — who served as the President and Chief Executive Officer — steered the sale of the company to British millionaire Jimi Heselden. After the sale, Dean Kamen was no longer involved with the company. Heselden would famously die in 2010 when he accidentally drove his Segway off a cliff.

Segway was then sold in 2013 to Summit Strategic Investments, LLC — who planned to refocus and grow the product portfolio while expanding its worldwide network. In 2014, Segway would file a complaint with the United States International Trade Commission about infringement of several of Segway’s patents by several Chinese companies, including Ninebot.

In 2015, Ninebot acquired Segway to avoid litigation and in 2018, Ninebot announced that all production would move from the United States to China.

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Timeline.

1990

Dean Kamen develops the self-balancing technology for

1993

First patent filed for “Ginger” — Kamen’s codename for what

1999

2000

2001

The first Human Transporter

Dean Kamen founds “the

Segway LLC is developed in

Company” with a vision

New Hampshire and begins

is unveiled to the public on Good Morning America. Dean

the iBOT mobility system —

would become the Segway

to develop zero-emission,

manufacturing the HT. Segway

a six-wheeled, and motorized

Human Transporter. Incredible

short-range transportation

employs 130 workers.

wheelchair that climbs stairs.

hype builds around the device.

solutions and products.

This sparks the new idea for

Tech insiders believe it could

a personal transporter.

be “bigger than the PC”.

Kamen predicts he will sell 50,000 units in the first year.

Although the vehicle draws considerable interest, it is clear that the Segway is not going to be bigger than the PC. It does procure $90 million in private backing.

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2002

2003

2004

2006

2009

The Segway runs into trouble

George W. Bush famously

Reports come in that all funds

All 23,500 units are recalled

The Segway didn’t sell as well

with the law. It is too bulky

crashes his Segway while

raised have been expended.

due to a software glitch that

as backers had hoped — only

and fast to be allowed on

trying one out in Maine.

Kamen is forced to mortgage

can cause the machines to

50,000 sold by the year 2009.

the factory to raise funds to

suddenly change direction

Segway recalls all units sold

stay in business.

and riders to fall off.

riders have been injured by

Segway begins making models

Segway introduces the second

acquired by U.K. businessman

The Company lobbies heavily

falling off when the batteries

specifically for golfing and

generation Segway PT with

James Heselden.

to get the law changed. New

run low.

police departments.

Lean Steer.

sidewalks in most cities, but too small for riders to feel comfortable on roadways.

Hampshire passes legislation — within a year 30 additional states will pass similar laws.

The U.S. Post Office tests the Segway as a way to deliver mail. Other early adopters include Walt Disney.

The Segway goes on sale to the general public exclusively on Amazon for $4,950 — a price that will ultimately keep it out of the mass market.

— about 6,000 — because

CEO James Norrod and Dean Kamen leave Segway and it is

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2010

2012

2013

2015

Mr. Heselden’s body is found,

Segway expands its business

Segway is then sold to Summit

Ninebot acquires Segway to

along with his Segway, after a

model and creates the Segway

Strategic Investments, LLC

avoid infringement litigation

witness reports seeing a man

Experience Center Program

who announces plans to grow

and moves all production and

the product portfolio and

manufacturing to China.

fall off a 30-foot cliff.

— which provides tour locations the flexibility to be affiliated

drive personal transportation

with Segway as an authorized

innovation worldwide.

tour operator with the option to sell PTs.

Knock-off competitors begin to arise — Segway files suit against several companies, including Ninebot.

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The future of transportation is shared, electric, and automated. —Susan Shaheen, co-director of transportation sustainability at UC-Berkeley

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Our Competitors.

Bird is a micromobility company based in Santa Monica, CA. Founded in September 2017 Bird operated shared electric scooters in over 100 cities in Europe, the Middle East, and North America with 10 million rides in its first year of operation.

Onewheel is a self-balancing electric board-sport, recreational personal transporter, often described as an electric skateboard. Onewheel was invented by Kyle Doerksen, the CEO and founder of Future Motion Inc. Future Motion Inc. is headquartered in Santa Cruz, CA with manufacturing in San Jose, CA.

Neutron Holdings, Inc. doing business under the name Lime, is a transportation company based in the United States. It runs electric scooters, electric bikes, normal pedal bikes and car sharing systems in various cities around the world.

Gocycle is an electric bicycle manufactured by Karbon Kinetics Limited, a company founded in 2002 by Richard Thorpe, who set out to create the world’s best urban electric bike. Thorpe is an industrial designer who once worked on race cars.

Razor USA LLC, better known as Razor, is an American designer and manufacturer of electric personal transporters. The company was founded in Cerritos, California in 2000

by Carlton Calvin and JD Corporation. Razor also owns the RipStik, Sole Skate, and Pocket Pros brands.

Swagtron is owned by Swagway LLC and is a designer and manufacturer of hoverboards, electric skateboards, unicycles, bicycles, scooters, and drones.

The company was founded in 2015 in South Bend, IN.

AventĂłn is a creator of ebikes, electric bikes, and fixed gear bikes based out of Ontario, CA. Their mission is to empower everyone to ride bikes regardless of their age or ability. They are fully committed to building the best-value bikes in the industry.

Trek Bicycle Corporation is a bicycle and cycling product manufacturer and distributor under brand names Trek, Electra Bicycle Company, Bontrager, and Diamant Bikes. The company has previously manufactured bikes under the Gary Fisher, LeMond Racing Cycles, Klein, and Villiger Bikes brand names.

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Direct.

Segway provides short-range, zero-emission ways to get around, but we’re not the only ones striving to make the world a little better. Although no one else does it in quite the way that we do, here are some of our competitors in this field.

Zero-emission, short-range transportation.

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Ancillary.

Segway also competes against other companies that produce more traditional modes of transportation.

Companies that produce gasoline-powered vehicles are still the main mode of transport for most individuals.

Traditional modes of urban transportation

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Smart is a German automotive brand and division of Daimler AG. The company is based in BĂśblingen, Germany. It produces microcars and subcompacts, primarily the Fortwo and Forfour. The primary assembly plant is the Smartville in Hambach, France.

A second plant exists in Novo Mesto, Slovenia.

Toyota Motor Corporation is a Japanese multinational automotive manufacturer headquartered in Toyota, Aichi, Japan. In 2017, Toyota’s corporate structure consisted of 364,445 employees worldwide and, as of December 2019, was the tenth-largest company in the world by revenue.

Ducati Motor Holding S.p.A. is the motorcycle-manufacturing division of Italian company Ducati, headquartered in Bologna, Italy. The company is owned by German automotive manufacturer Audi through its Italian subsidiary Lamborghini, which is in turn owned by the Volkswagen Group.

Volkswagen, shortened to VW, is a German automaker founded in 1937 by the German Labour Front, a Nazi labour union, and headquartered in Wolfsburg. It is the flagship marque of the Volkswagen Group, the largest automaker by worldwide sales in 2016 and 2017.

Vespa is an Italian brand of scooter manufactured by Piaggio. The name means wasp in Italian. The Vespa has evolved from a single model motor scooter manufactured in 1946

by Piaggio & Co. S.p.A. of Pontedera, Italy to a full line of scooters and one of seven companies today owned by Piaggio.

Ford Motor Company, commonly known as Ford, is an American automaker that has its main headquarters in Dearborn, MI, a suburb of Detroit. It was founded by Henry Ford and incorporated on June 16, 1903.

Tarform Motorcycles is an automotive startup with a mission to set a new standard for two wheeled transportation. Founded in 2018 in New York, NY, they are set to release their first vehicles in 2020.

Honda Motor Company, Ltd. is a Japanese public multinational conglomerate corporation primarily known as a manufacturer of automobiles, motorcycles, and power equipment

Uber Technologies, Inc., commonly known as Uber, is an American multinational ride-hailing company offering services that include peer-to-peer ridesharing, ride service hailing, food delivery, and a micromobility system with electric bikes and scooters.

Lyft, Inc. is a ridesharing company based in San Francisco, CA and operating in 644 cities in the United States and 12 cities in Canada. It develops, markets, and operates the Lyft mobile app, offering car rides, scooters, a bicycle-sharing system, and food delivery.

Zipcar is an American car-sharing company and a subsidiary of Avis. Zipcar provides automobile reservations to its members, billable by the minute, hour or day.

BoltBus is an intercity bus common carrier that operates low-cost, non-stop and limited-stop, premium level routes in the northeast and western United States and BC, Canada.

Share Now GmbH is a German carsharing company, formed from the merger of car2go and DriveNow. It is a joint venture of Daimler AG and BMW providing carsharing services in urban areas in Europe and North America.

Via Transportation, Inc. is an American transportation network company and real-time ridesharing company headquartered in New York City.

Tesla, Inc., is an American electric vehicle and clean energy company based in Palo Alto, CA. The company specializes in electric vehicle manufacturing, battery energy storage from home to grid scale and, through its acquisition of SolarCity, solar panel and solar roof tile manufacturing.

Flixbus is a German brand that offers intercity bus service in Europe and the United States. It is owned by FlixMobility GmbH, which also operates FlixTrain and FlixCar. FlixBus does not own any buses and does not employ drivers; its services run in co-operation with regional bus companies.

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VISUAL STRATEGY

Future.

As Segway moves forward, we look to the future and we believe the future is shared transportation. Electric in nature, automated public transportation — all working towards zero-emission.

Shared, electric, automated, or zero-emission.

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New Direction.

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Brand Soul.

Segway is accelerating the future of sustainable energybased transportation through innovative technologies.

Options beyond ownership are an important part of the future of transportation. Car share, personal ride share, and public transportation are all potential solutions.

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The Future of Movement.

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Change how the world gets around by providing innovative and futuristic modes of zero-emission transportation.

Our new mission statement epitomizes the new direction that we are taking as a company.

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A New Mission.

Segway set out to create a new way for people to travel short distances in an effort to help reduce the use of cars and fossil fuels. We originally offered the Segway Personal Transport towards this mission — now we are expanding into alternative modes of clean, zero-emission transportation — hoping to change how the world gets around.

A look at the new Segway customer.

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Personas.

1.

2.

3.

4.

5.

6.

The Early Adopter The Entrepreneur The Road Warrior The Innovator The Traveler The Enthusiast

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The Early Adopter.

Issac is a software developer who lives in Henderson and works in Las Vegas, Nevada. He does not like the traffic and wants a clean way to travel to work each day.

He loves technology, and is usually among the first in his circle of friends to adopt new technology. Issac is married but doesn’t have any children He likes to go on adventurous vacations with is wife.

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First among friends to adopt new technology Looking for ways to be more eco-friendly Enjoys kayaking and mountain biking Uses public transportation when possible

gender

Male age

42 occupation

Software Developer income

$90K location

Henderson, NV marital status

Married

“I love the advances that we are making with technology, and I’m always looking for the next new thing. I like to incorporate tech into my hobbies, finding ways to combine nature with technology.”

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The Entrepreneur.

gender

Male age

30 occupation

Information Security Specialist income

$82K

Zac owns his own business as an information security specialist. He lives in El Monte, but most of his clients are in Los Angeles. He hates the pollution in Los Angeles, and time spent in traffic is time wasted if he isn’t able to work at the same time. He is married with a young son and also wants more time to spend with his family.

• • • •

Has to stay up-to-date on the latest technology Wants more time with his family Doesn’t like the pollution around Los Angeles Prefers alternative modes of transportation

location

El Monte, CA marital status

Married

“I work in the tech field and running my own business takes up a lot of my time. I travel around a lot to local businesses, and I wish there was an easy way to get from point to point where I could work while I travel.”

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The Road Warrior.

Nahuel is a medical equipment salesman in the Phoenix area. He is single and spends a good deal of time going from one sales call to the next. He loves what he does, but wishes he could cut his travel time down. When he’s not working, he like to take adventurous vacations.

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Travels around the Phoenix area for his job Believes time spent travelling is time not selling Likes to take risks when on vacation Wants simple but quick traveling solutions

gender

Male age

48 occupation

Medical Equipment Sales income

$98K location

Phoenix, AZ marital status

Single

“I spend a lot of time travelling for my job and it would be great if there was a quicker way to get from place to place so I could make more sales calls. I need to stay connected, so quick travel without losing connectivity would be great.”

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The Innovator.

gender

Female age

31 occupation

Aeronautical Engineer income

$112K location

Houston, TX

Lauren lives in Houston, TX as an aeronautical engineer and is responsible for researching new and innovative products. She likes to use eco-friendly transportation when possible because she loves to spend her free time in natural environments, and wants to do her part with protecting them. She uses public transportation when she can, and likes to use it as time to help unwind from a busy day.

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Is an innovator in the tech field Looks for eco-friendly travel options Would like to cut down her commute time Uses public transportation to unwind on way home

marital status

Married

“Technology has such potential for good — I love to innovate and I study what is happening around me to implement into the next generation of travel and machinery. When I’m not working, I love to spend time in nature.”

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The Traveler.

Emmalee is a renowned architect in the Portland, OR area who is known for incorporating green space into her designs, because believes that nature is extremely important. She is an avid cyclist and enjoys extreme sports. Eco-friendly travel options are very important to her because she wants to sustain natural areas.

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An avid cyclist who loves to mountain bike Hates the congestion of public transportation Takes a yearly vacation with her family Green space is very important to her

gender

Female age

45 occupation

Architect income

$105K location

Portland, OR marital status

Married “People need nature in their lives — it provides a respite from the stresses of everyday life. I believe that time in nature re-energizes in a way that nothing else can. We really need to protect these natural areas and I believe that eco-friendly modes of travel is one of the ways to do this.”

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The Enthusiast.

gender

Male age

38 occupation

Graphic Designer income

$65K

Elijah is a tech enthusiast and he religiously follows the latest technology trends and always attends CES events.

He loves to implement new technology into his life, but also loves to connect to nature. He believes in using his skills as a designer to give back whenever he can. He likes to travel and try different extreme sports.

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Goes to every CES event that he can Believes that tech and nature can work together Is a fan of extreme sports Travels for the thrill of the experience

location

San Diego, CA marital status

Single

“I’m fascinated by the innovations that people make with technology everyday. I believe it is the key to progression.

Technology has the ability to work hand-in-hand with nature to make the world a better place.”

A look at the changes that are coming to Segway.

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Brand Grid.

A visual comparison of where we came from to where we are heading.

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Current brand grid.

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SEGWAY

New brand grid.

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Change how the world gets around by providing innovative and futuristic modes of zero-emission transportation.

The future of movement.

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Rebranding.

Segway set out to create a new way for all people to travel short distances to cut down on the use of cars. We offered the Segway Personal Transport towards this mission, but are now expanding into alternative modes of zero-emission transportation in an effort to change how the world gets around. The rebranded Segway will offer innovative public transportation, long-distance teleportation stations, and jet-powered flight devices. These services will help people living in sprawling cities to easily navigate from place to place and embrace the future of movement.

Electrification of small vehicles has truly opened the door to much broader adoption. —Alex Nesic, co-founder and cbo at CLEVR Mobility

Small, electric vehicles used to be illegal on sidewalks, but through the effort of Segway, that law has been changed in most states.

Jacob Ricks #04240731