Using the Toyota Mirai as a case study, Jelle Tjebbes argues that the package often has a far greater impact on the perception of value than exterior styling
Take a look at the pictures below, and question, which of these two cars is an 80,000 euro car? You guessed right, they both are, but only one of them looks like it. The first generation Mirai is often frowned upon as an ugly design thanks to its busy exterior. And while it is easy to point that aspect of the design out as particularly polarising, in actuality those creases are working hard to hide a much bigger design issue: the package. The package has a far greater impact on the perception of value than exterior styling.
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