CRUISE ORIGIN AV
Design Lead - 2020
Team: Yozo Takagi, Thiago Afonso, Ven Lai, Junglim Huh, Vince Traina
Designed the first mass-produced, fully autonomous shared vehicle. Defined a new design language focused on accessibility, durability, and passenger comfort while shaping the future of urban mobility.
GLOBAL AUTONOMOUS
VEHICLE
THE PROBLEMS
The Origin was designed from the ground up to fundamentally solve three big, interrelated problems in cities.
SAFETY
42,000 People die each year in the USA from car crashes. This is a public health crisis we can solve.CONGESTION
A fleet of shared vehicles can provide all the trips we currently take with 1/10 of the vehicles on the road.ACCESSIBILITY
People with disabilities often lose their freedom of mobility, with restricted routes even in cities with public transit.HOW TO MAKE A CAR SOCIAL?
START WITH A CAMPFIRE.
When we started designing the origin, nobody had created a shared AV, so we looked at spaces that created social connection, and a seating arrangement that built trust the same way humans have from the beginning of time...around a campfire.
MOBILITY FOR ALL
With an integrated ramp and wheelchair securement system, we opened the doors for freedom of movement to millions of people around the world who currently rely on assistance to get where they need to be.
THE ENTRY IS THE ICON
With curbside entry, we created a graphic theme that guides the traveler to the door opening intuitively, and is unmistakable amongst the other vehicles on the road.
DESIGNED FOR THE WORLD,
FROM SHIBUYA TO SAN FRANCISCO
Partnering with GM, Cruise and Honda, the Origin was designed to thrive in cities all around the world, the first AV to meet global safety and regulatory standards.
CREATING A TEAM ACROSS BORDERS
Culture and collaboration creates great design more than any individual. With a globe spanning team from Tokyo, San Francisco and Detroit, we built relationships that went deeper than a typical 9-5 so that together, we could create something that had never been done.