This was just a quick review on the Brazilian C class whatever that means for us designers. It has the automotive perspective, and my point of view, of course.

1. C class
Brazil: the emergent class from a design perspective.
July – 2012
US

2. • The references in design – public transportation.

3. • Seats used in buses from many cities.
The yellow here means special seat for oldest, pregnant, injured people.
• Patterns used in travel buses.

4. New style
New design
• Subways trains in Rio de Janeiro and Sao Paulo.
traditional
traditional
traditional
New style

5. • Design cues from the most popular airline.
Simple and easy to understand.
Extreme low prices, just basic
information using a nice font.
This is not a kids menu!
Fabrics, seats and
trims.

6. • What some brands are changing to reach them.

8. • Cues for Automotive Design.

9. • Key words

10. Colors: primary, secondary, saturated, shiny, not very light.
- Keeping the background in grey or black and using color in details is traditional and safe.
Patterns: geometric or organic, modern, beautiful, “drama”.
- Literal, not complex.
Look for popular culture as a reference for inspirational patterns, not international themes.
- They buy local, also prefer main street versus malls.
Preference for functional, not just style.
- Design to be included.
Product needs to be simple with quality.
Good handling.
- Fair enough.
Lasting, not robust.
- It needs to be perceveid as a durable, not delicate, not strong.
Recyclable , sustainable.
- They care for it.

11. Thank you!
“Crowd likes drama, who likes simplicity is intellectual”
The man who said it was an expert in Carnival, he was called Joaozinho Trinta.