The goal of this project was to understand, why diesel passanger cars are not as popular as their gasoline counterparts in the US market. The State of California has been selected to be the location for the first phase of research/interviews.

• PHASE 1 - Research
  
  








• PHASE 2 - Top Findings
  
  







• PHASE 3 - Opportunity Areas and Design Principles
  
  







• PHASE 4 - Ideation