Delorean Visual Strategy Guide by Zihua Chen

. 01

DELOREAN VISUAL STRATEGY GUIDE

TABLE OF CONTENTs

In the Past

“ A Brief History” “ Fact Sheet “

To the Future

“ The Soul of the Brand ” “ Three Key Words ” “ Mission Statement ”

Audience Spectrum

“ Soccer Parent ” “ The Hard Working ” “ Play in Style ” “ Rising Star ” “ New Industry ” “ Pathfinders ” “ The Consumers ” “ The Rationals ”

Comparison

“ The Past Delorean “ “ The New Era “

Competitors “ Direct Competitors “ “ Adjacent Competitors “

In The Past Delorean Motor Company at the current state

CONTENTS “ A Brief History” “ Fact Sheet “

BRIEF

Introducing John Delorean and his car manufacturer company. A brief histroy of how he started the business in the industry. This chapter will unveil the secret of his success, and from that, we develop a new brand.

IN THE PAST

PART .i

John Delorean HEAD OF DELOREAN MOTOR COMPANY

“In his casket he wore a black motorcycle jacket, blue jeans and a denim shirt. A pair of shades was tucked into the zipper.” — The New York Times

Although DeLorean is best remembered for the later car that bore his name, in the early 1960s he was one of Detroit’s biggest stars. As chief engineer at Pontiac, he helped transform the division from a maker of practical, conservative cars into one of Detroit’s leading producers of muscle. DeLorean received credit for a slew of practical innovations like concealed windshield wipers and vertically stacked headlights, but his major coup was dropping a giant 6.4-liter V8 engine into a Pontiac Tempest. The souped-up new model became known as the Pontiac GTO, one of Detroit’s most legendary muscle cars. Pontiac also introduced the Firebird under DeLorean’s watch before he eventually left the division to take the reins at Chevrolet.

First Delorean Gold Completed.

1982

October

First Delorean rolls off the product line.

1981

June

Delorean Founded Delorean Motor Company.

1973

Pontiac GTO was designed and produced under Deloreanâ&#x20AC;&#x2122;s influence.

IN THE PAST

1963

Delorean Was Promoted as the Division Chief Engineer.

1961

Oliver K. Kelley called Delorean to work for General Motors.

1954

05 PART .i

TIMELINE

03 0

â&#x20AC;&#x153;Back to the Futureâ&#x20AC;? opened and took Delorean - 12 as reference.

1985

DMC went into financial crisis, owning $155 Million in dept.

1982

IN THE PAST

PART .i

FACT SHEET

BRAND HISTORY

The 1981-83 DeLorean DMC-12 sports car is best remembered for its flip-up doors and prominent role as the car modified for time travel in the popular “Back to the Future” movies. It wasn’t a bad car, but was rather slow, overpriced and arrived too late to make much of a dent in the sports car market. Few Americans knew much about the car, which was built in Northern Ireland by a company headed by flashy former General Motors top executive John Z. DeLorean. Only 8,583 DeLoreans were built before the company went out of business, including several gold-plated ones for an American Express Christmas catalog. The DeLorean DMC-12’s history is almost as much about John DeLorean as it is about his car. In 1925, John DeLorean, a maverick auto industry executive and founder of the DeLorean Motor Company, is born in Detroit, Michigan. The DeLorean Motor Company produced just one model, the DMC-12, a sports carwith gull-wing doors that opened upward, in the early 1980s before going bankrupt. In 1982, John DeLorean was charged with drug trafficking; prosecutors argued that he was attempting to raise money for his struggling company. In total, approximately 9,000 DMC-12s were produced. The car became a collector’s item and got a big publicity boost when it was featured as a time-travel machine in the “Back to the Future” movies starring Michael J. Fox.

WHAT

Car Manufactor

TARGET

Wealthy Individuals

INTENT

Build “Safety Minded” Sports Car

To The Future THE FUTURE OF DELOREAN

CONTENTS “ The Soul of the Brand ” “ Three Key Words ” “ Mission Statement ”

BRIEF

We will carry on with how he succeeded in the past and move it forward to the next level.

TO THE FUTURE

PART .ii

Brand Soul

BRAND DIRECTION

Ever since Delorean had made the decision to build his own type of “the safty-minded” sports car, he became the revolutionary pioneer in motormaking industry who looked for change. To pass on the spirit from hand to hand, Delorean helps you to move around and beyond that, it is an icon to encourage people geting out of their confort zone. The brand should serve as an encouragement or a motivation. Wearing the brand means commiting to become a revolutionist in various ways.

REVOLUTIONARY

PROGRESSIVE

AMBITIOUS

M I S S I O N STAT E M E N T

To help people better travel around, Delorean can have a pipeline producing apparels such as backpack, jackets, wallets those which can help a person better “survive” in the urban area.

Delorean Motor Company is more willing to provide the momentum that encourages younger generation to make advancement in the future.

UNIQUE POINT

ST R AT EGY

From one of the unique industrial design, the gullwing doors, is the memory of one generation and it lasts for decades. Untill today, the design is still being praised by Tesla but the original brand itself has faded in the histry. The unique design on the car itself creates a feeling of a “sole” product, that consumers consider no one else will be having a similar car and if I have one I will be different than the rest.

To retain the uniqueness of the brand, it has to restrict the number of product in the market. That is to say, it is a exclusive item. Not everybody can afford Delorean can offer, but there will be chances for whoever is willing to convert his/her religion to Delorean.

Audience Spectrum N E W D E M O G R A P H I C A N A LY S Y S

CONTENTS “ Soccer Parent ” “ The Hard Working ” “ Play in Style ” “ Rising Star ” “ New Industry ” “ Pathfinders ” “ The Consumers ” “ The Rationals ”

BRIEF

Taking a look into the spectrum of potential audiences will help branding at the more precise direction. These personas will show posibilities how the brand would reach their core interests.

AUDIENCE SPECTRUM

PART .iii

Karolina Russell “Soccer Parent” AMERICAN / Female / 34 / Accountant / Seattle

// Karolina has two children, one is 9 and one is 6. They are at the age to join the sport team at their school. Oftentimes Karolina needs to drop them off for sport after work and the weekends. // Because of the kids, Karolina would prioritize “performance” over “excitment”. She would look for vehicles that can fit more family members and those who can provide more safety. // Although their kids took most of their time, Karolina still have her own time to continue with her hobby to keep the garden fresh and clean. // Karolina enjoys being surrounded with the smell of nature. She would spend some time going out hiking with the whole family. Off-road performance is needed for her choise. // Her family income does not allow she to have excessive large pieces, therefore she would have planned for her kids and preparing savings for their future. // She does need to heavy lifting a lot of items for her kids, she needs more space for her car. // The desired vehicle should be children-friendly. Therefore safetly or functions that help her better manage her kids in the car is priority.

02 Arzu Bayrak “The Hard Working” TURKISH / Male / 27 / Labor / Mexico City

// As a new generation of imigrant to the United States, Arzu came to the land to follow the footsteps of his grandparents. // His grandparents offered a place for him to stay. But Arzu does not satisfy with the current condition of his lifestyle, he found himself a job in a supermarket handling crates and goods. // Arzu barely sustain himself with the income from his primary job, and he is looking for opportunities to improve. // Arzu’s family back in Turkey owns a tailor shop, he did learn from his father about tailoring. // He is pretty active in the neighbourhood, people enjoys playing soccer with him during the weekends. // Sometimes Arzu is willing to spend his savings to go on a short vacation. He does not have a solid goal on what is going to be next in his life. // Arzu needs an object in his life to cheer him up, without being over pressured by his life, a spiritrial savior should be around.

AUDIENCE SPECTRUM

PART .iii

03 Justin Foythong “Play in Style” THAI / Male / 30 / Fashion Designer / Long Island

// Justin started his career early at his age 25, his first design “Streamline” won the 27th CFDA Title collection and soon he was hired to design for George Armani. // He is in his early career and people do think he has a talented creative mind. With so much attention, Esther has already adopted the way how fashion people in New York live. // Justin is a decipline man, he keeps rules and plans for his daily basis. Also he follows his dressing code according to occasions. // Justin enjoys nightlife. He spent a good amount of time dancing and drinking with clients at midnight. // For some occasions, Justin needs to present himself to the public, and with eyes on him, there will be journalists. He can be considered as a selebrity but not in the movie industry.

04 Tayla Miller “The Rising Star” BRITISH / Female / 28 / Entreprenur / Palo Alto

// “Seeker” is the brand Tayla came up with and started in 2017. The company becomes a success the day it was pitched to the angel investment. The idea of “Seeker” is to automatically report entertainment to its users and it is quite accurate. // Tayla became a billionair in the first year of business. And she is having investment to other companies and own couple of them. // There is still room for Tayla to improve, she is just uncovering a corner of the map and she desires more. // Because Tayla was graduated as a Computational engineer, she does enjoy reaching out with the new technologies that come up recently. She is totally open to those products and willing to add one or two in her collection // Travelling to new places is one of the ways Tayla would relief herself. No matter where the destination is, she needs to be somewhere unfamiliar in order to refresh her mind.

AUDIENCE SPECTRUM

PART .iii

05 Derren Harris â&#x20AC;&#x153;New Industryâ&#x20AC;? IRISH / Male / 25 / Esport Player / Irvine

// Derren is a young man born and raised with pop culture and electronic entertainments. He decided to become a Esport player and started his career at age 23. // Two years before Derren won the title of GOTY 2016 and he earned the first bucket of gold in his life. He became economically independent right after the cash is in. // When he is not in the competition season, Derren would spend most of his time streaming. Either he is streaming for gaming or he is streaming with the places he went around the city. // Derren realizes the esport career is pretty short and he soon facing retirement from the sport. He needs a way out to carry his previous success onto somesome else he can continue.

06 Shen Zhu “Pathfinders” C h i n e s e / Fe m a l e / 2 7 / S t o c k Tra d e r / C h i c a g o

// Danica has just started her career in Chicago as a stock trader in an investment bank. She live by herself and the workload took most of her time so that she enjoys indoor fitness as a hobby. // Danica rents an apartment in Chicago and hope for living as long as work persist. She is so much work-oriented so she do not have anything else to do except fitness. // Danica commute from her house to office most of the time, she would have to meet with clients outside the office sometimes. // She considers herself “fashionable” and keep up with the products that come up quite recent. // Her income is way sufficient for her living and she would send money back to her hometown for her parents. // Although she makes a fortune, but she would spend part of the income in cosmatic, clothing and other essentials or electronic products that improve her life.

AUDIENCE SPECTRUM

PART .iii

07 Lewis Cook “The Consumer” N I G E R I A N / M a l e / 3 1 / L u x u r y S a l e s / L a s Ve g a s

// Lewis moved from Los Angeles to Las Vegas as his boss requests. He was garenteed to have more salary if he is willing to move to Las Vegas for a year or two. // His major shop is located at hotel Bellagio, he gets in touch with a lot of wealthy tourists from around the globe. // There will be multiple times Lewis will have benefit from his sales. Therefore his income is heavily influenced by the performance of himself. // Lewis is obssessed with the products that ‘s packaged nicely with commercials. He did not plan for future marriage or raising a kid therefore he spend as much as he want for his desire. // Lewis is willing to spend more than he can afford. Because one of the doctorine he believe is to enjoy the moment.

08 Patrizio Alfonsi “The Rational” Italian / Male / 60 / Connoisseur / Seattle

// Patrizio has a family and his grandchildren is seven years old. He is recently divorced with his wife due to his working condition. // Patrizio is an art connoisseur, he needs to travel to different contries to respond to the requests from wealthy collectors. // Patrizio enjoys his time in the Japanese garden, he always believe to pursue inner peace as he practise cooking Matcha. // Silence is his best friend, he does not like to be interrupted when doing a thing. That’s why he left his wife and does not live with his childrens. // Patrizio himself is also a collector, he collects art pieces from master of the past. He likes sculpture specially and he would spend big money for those he has in mind. // Due to the fact that Patrizio is over 60, he doesn’t feel like to drive himself so he usually take public transportation or flights to travel. He even sold his car because he is not driving at all in the urban area.

Comparison PREVIOUS / NEW LOOK

CONTENTS “ The Past Delorean “ “ The New Era “

BRIEF

Because of the failure from the previous experence, our task is to create a brand new feeling for the Delorean Motor Company that might help refresh and more precisely aim for our core demographics.

COMPARISON

PART .iv

The Past Delorean BEFORE

John Delorean had his successful experience in his young age and he kind of inherited this the spirit of being vicious to his company. The Delorean Motor Company was aiming at those who would pay for their luxury cars. The demographics are usually having a big house, in a stylish outfit, wealthy looking.

COMPARISON

PART .iv

The New Era NEW

Moving onto the next design direction, our consideration is to aim at those who are still at his/her young age, eager to be promoted for their positions. Delorean as a brand will help those individual to achieve their desire.

Competitors OVERLAPING ADJACENT BRANDS

CONTENTS “ Direct ” “ Adjacent “ “ Aspirational “

BRIEF

By looking at its competitive car manufacturers, we might be able to find or avoid some of the overlapping traits that shared within the industry. Through the investigation, we might can identify the differences.

COMPETITORS

PART .v

DIRECT COMPETITORS

The following brands are the direct competitors to Delorean Motor Company. They are in the motor industry and aiming at the luxury level demographics.

/ Mercedes The brand is kind of loyal to the style they has been following for the past decades, their design reminds people elegance.

/ BMW They are the muscular version in the motor industry. Everythign they offer is kind of fitting with the performance.

/ BUICK Buick is aiming to fit the hole of the middle-class income demographic.

/ Range Rover This brand offers the performance to explore the outdoor activities.

/ Bentley High-end is everything Bentley can show in their design, and also the price.

/ Audi Itâ&#x20AC;&#x2122;s designed for people who lives in the urban area.

/ Jaguar Unique style secures sales, with not many productions in line they remained silent in the market.

/ Rolls-Royce The extreme loyal car brand in the market, RollsRoyce is like a noble horse that serves its knight.

/ Porsche The Porsche manufacturer maintained their best selling design / brand image and they are very successful about it.

/ Alfa Romeo The race-car based brand and it attracted a lot of racing hobbiest.

COMPETITORS

PART .v

ADJACENT COMPETITORS

These brands will be the second choise for our demographic to spend money on. They are always the “plan B” for our demographics and it is a reparative selection for the brand Delorean.

/ Uber The shared car ride taxi service. Powered by an mobile app and thousands of vacant drivers that help individuals move around in the cities.

/ Lyft Another shared car ride taxi service where their design approach is more youthful and joy to interact with.

/ DGDG A car selling retailer who focuses majorly on online sales and wired connections. Different than the traditional car salesman, the DGDG they do not have a base but they are mobilized

/ Carvana This car selling retailer completely dewell on the internet instead of any other traditional methods. They would have the vehicle delivered to your door.

/ Zipcar A shared car rental company. The purpose of the brand is to mobilize those vacant cars in peopleâ&#x20AC;&#x2122;s garage. The sale is convenient.

/ Getaround The Getaround shared car rental would provide their own vehicle and have more cheaper options for users to choose from.

/ Autotrader The online presence of a car retailer where they emphesised in exchanging information.

/ Fiat One of the car manufacturer that aims on urban car designs which are small and easy to move around.

/ Hyundai They offer low price vehicles for consumers to choose from. Their target audiences are with the lower incomes.

/ Smart They manufactur small vehicles and they are designed for urban areas.

DESIGNER

Zihua Chen

PRODUCTION

Blurb Binding & Print.

INSTRUCTOR

Wimmer Hunter

BOOK 1 VISUAL STRATEGY GUIDE All Rights Reserved. No parts of this publication can be copied, stored in a system or transmitted, in any form or by any means, electronic, mechanical, photocopy, recording, or otherwise, without the written permission from Zihua Chen.