Track: Sustainability

Abstract

The increase in carbon emissions by the transportation sector is correlated with the rise in the number of vehicles in Indonesia, especially cars with internal combustion engines which reaches at least 30% of the total national carbon emissions. Carbon emissions cause environmental damage, prompting the Indonesian government to implement a carbon emission policy on ICE vehicles, and the adoption of electric-based vehicle. However, the consumers' adoption rate is still limited, partly due to the limited choice of electric car products in Indonesia and unit prices, which are still relatively expensive. This paper intends to explore the design of electric cars by paying attention to customer needs to obtain product designs that are most in-demand and most likely to be realized by the related industry. For this purpose, the integration of conjoint analysis (based on full combination model) and environmentally conscious quality function deployment (QFD) methods is carried out, helpful in connecting customer aspects with technical aspects in the automotive industry. The research was conducted by exploring nine attributes and 30 levels of product design variations covering performance, technology, and service aspects of electric vehicle such as maximum power and torque; maximum range; vehicle model; battery capacity; battery charging speed; expected battery life; technology features and vehicle price. 32 design variation obtained which combining nine attributes and 30 product design level. Through the environmentally conscious quality function deployment (ECQFD) method, the product design obtained is realized as a production strategy to obtain an electric car design that best suits customers' preferences.