Magna Steyr introduces the Mila Future concept at Geneva. Resembling a glorified all terrain vehicle, in fact, climbing snowy roads was part of the design challenge. It will climb 45 degree hills, runs on compressed natural gas, and a remarkably small turning radius. Limited marketability to be sure but these special vehicles often find popularity.
Implications - The future of the automotive industry will be a bright one as long as innovative concepts such as this Mila Future continue to evolve the way we think about vehicles. Focusing on one specific feature (in this case, climbing snow roads) and doing in impeccably well is a great way to stand out in any industry. Brands shouldn't appeal to just anyone -- they need to be irresistible to a small group of consumers in order to develop a loyal base.
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