The assignment of the Michelin Challenge is as follows:

"Design a vehicle concept for the Californian market that incorporates an alternative powertrain and considers the effect of that powertrain on tire size and appearance and the role electronic technologies could play in tire systems."

In the Californian market I see how expressing achievements and self-consciousness is an important part of culture. 'Science Saves' in this case: through technology, ways to express these feelings are available. Look at Apple iPods or at one of the many high-tech gyms. The Toyota Prius illustrates the need to express environmental consciousness. This car though, does not reflect the other important aspect of the Californian culture: 'you are what you have'. Therefore, this is what the ultimate Californian car should become:

A car that enables people to 'show-off' their environmental consciousness

Despite the success of the Prius, this car still supports the somewhat dull and flakey image of environmental friendly products. And, although it looks different, it still doesn’t show its green wheels that obviously. ‘Green’ products often make concessions on performance and looks when compared to ordinary products. Accepting the fact that this issue will not be solved by technology on short notice, a solution lies in making these imperfections acceptable. To achieve this, I have used a metaphor that illustrates the way the car should interact with its user: the pet dog.

A dog seems to fulfill a need to talk about a shared subject and to have something to talk to. The ‘shared subject’ in this case is often a result of the dog having its own agenda: running away, not getting in the car, etc. It asks for a way of interacting that is indirect: a cookie might convince him to get in the car. These things are common to all dog owners and therefore create a subject and a low level entrance for conversation.

How can this be reflected in a car? First of all, the car should look like it is environmental friendly; suggesting or showing its power train and energy source. Second, an indirect way of interacting can be achieved by creating layered and reactive properties. These properties should create an adorable feel to the car assuring the accessibility a ‘shared subject’ needs. Third, in order be able to ‘show-off’ the car should be experienced as precious in a way that it becomes desirable.