A Study on the Preference of Electric Vehicle Front Design Elements

In order to invigorate Korea’s pure electric vehicle market, innovative changes are imperative in both technological advancements and exterior design aesthetics. The front fascia, being the nucleus of car design, profoundly influences not only brand perception but also consumer preferences and purchasing decisions. Hence, the significance of front-end design in pure electric vehicle engineering is becoming increasingly evident. This study aims to assess the front-end design of electric vehicles and delineate the design aesthetics favored by consumers. Focusing on the exterior design aspects of electric vehicles, the study participants were limited to adults aged 20 or above. Utilizing Maximum Difference Scaling, a questionnaire was formulated, and preferences for front-end elements (headlamps, bonnet, bumper, grille, and side mirrors) were scrutinized through cross-tabulation analysis. The findings revealed the bonnet as the most preferred element, with a preference towards simplistic designs observed across all elements, including the bumper, grille, and side mirrors. Headlamps ranked as the second most preferred element, with a tendency towards emotionally evocative designs. This study offers insights into consumer preferences regarding the front-end elements of electric vehicles and is poised to contribute to the revitalization of Korea’s pure electric vehicle market by providing pertinent information to future electric vehicle manufacturers.