This study is on the conception of the DS700 HYBRID project by the application of the Industrial Design Structure method (IDeS), which applies different tools sourced from engineering and style departments, including QFD and SDE, used to create the concept of a hybrid motorbike that could reach the market in the near future. SDE is an engineering approach for the design and development of industrial design projects, and it finds important applications in the automotive sector. In addition, analysis tools such as QFD, comprising benchmarking and top-flop analysis are carried out to maximize the creative process. The key characteristics of the bike and the degree of innovation are identified and outlined, the market segment is identified, and the stylistic trends that are most suitable for a naked motorbike of the future are analyzed. In the second part the styling of each superstructure and of all the components of the vehicle is carried out. Afterwards the aesthetics and engineering perspectives are accounted for to complete the project. This is achieved with modelling and computing tools such as 3D CAD, visual renderings, and FEM simulations, and virtual prototyping thanks to augmented reality (AR), and finally physical prototyping with the use of additive manufacturing (AM). The result is a product conception able to compete in the present challenging market, with a design that is technically feasible and also reaches new lightness targets for efficiency.
