CHALLENGE
Team
Arnell Innovation Lab Team
GEM (Chrysler’s) Engineering Team
As gas prices continued to rise, the Big Three American Auto Manufactures saw increased competition from foreign automakers’ more fuel-efficient vehicles. However, Chrysler recognized the opportunity to leapfrog the competition and move directly into electric and eco-friendly technology. Almost a decade earlier, Chrysler had acquired the GEM Motor company, giving them entrance into a new category: neighborhood electric vehicles (NEVs). Although the technology was limited, these GEM cars were moderately successful as utility vehicles, and they provided a potentially rich platform on which Chrysler could build its green future.
We were faced with this challenge: How can we help Chrysler create greater demand for the GEM vehicle and position themselves as a serious player in the eco-friendly vehicle space all while considering the significant technological and infrastructural limitations of this new offering?
SOLUTION
We developed a multi-phased strategy that allowed Peapod to reach consumers in record time, testing the market for fit. Subsequent phases focused on increasing the number of models and improving the technology through strategic partnerships, ultimately transforming a single NEV model into an entirely new automotive brand with a complete highway-ready, fleet — the first of its kind for American consumers.
Identify New Target Market and Build a Brand
Moving away from strict utility toward consumers was imperative to finding a target market whose typical daily needs wouldn’t be hindered by the GEM’s technology limitations. Urban Dwellers were ideal, as downtown areas typically have speed regulations, parking constraints, and limited distances. Additionally, these consumers tended to be better educated on the green movement and had higher disposable incomes.
The brand mirrored the aspirations of this target market by combining modernity with an eco-conscious ethos and a little urban attitude.
Transforming GEM
into Peapod
The vehicle design followed suit, and all aspects of the original NEV were reconsidered, with the exception of the technology platform. The exterior and interior were completely retooled to increase usability and functionality for drivers and passengers. The latest smart and recycled materials were used to increase comfort and deliver a modern aesthetic.
First iPhone Integration
The Peapod became the first vehicle to integrate the iPhone into the dashboard and car management experience, featuring seamless integration with the stereo, keyless start, recording and display of energy efficiency, tracking of carbon footprint reduction, and navigation.
DELIVERABLES
Full-scale Working Prototype
