Automotive Design student looks at how we see luxury cars

Automotive Design student Michael Robertson, 22, has created an imaginative final year degree project that examines our perception of luxury cars.

‘Perceived Luxury’ considers the role that brand association plays in our relationships towards luxury awareness and brand loyalty when it comes to cars. With worldwide sales of high-end goods at an all time high, this project looks at how consumer attitudes are changing and tries to work out what ‘luxury’ actually means.

Originally from Dundee, Michael came up with the idea for his Degree Show project in order to improve knowledge about design quality and how this can influence our view of luxury.

Michael said:

“History shows us just how much the concept of luxury is changing. With this project I wanted to try and discover if premium quality alone best defines luxury today or if image, technology and handcraftsmanship influence the car we buy.”

Michael has previously taken part in an Internship Student Project at Jaguar Land Rover, and collaborative competitions at Aston Martin and General Motors. He is now keen to pursue a career in digital modelling.

This project also links in with the University’s Grand Challenge Initiative in Low Carbon Vehicles – one of six key global themes that have been identified as areas where Coventry University’s expertise and applied research capabilities can have a significant impact.

The Coventry University Industrial Design Degree Show will be held in the Maurice Foss Building on Cox Street, Coventry city centre.  Entry is free and will be open to public from 2nd-9th May 2012.