Johan Hedberg

Sign of a Newcomer

Sweden has more boats per head than most other countries around the world. Despite the ever increasing interest in boats, the boating industry takes very little responsibility for the environment.
I believe that a new concept is needed, and a more environment-friendly outboard motor.

Environmental products inspire many preconceived notions among users, both positive and negative, and these are often based on previous experiences. One of the main questions in my project was whether a product like a new, greener outboard motor should express environmental friendliness and distinguish itself from other motors on the market.

It could then run the risk of falling outside the customer’s preferences due to preconceived notions. Or should it yield to conditioned responses to standard outboard motors and thereby reach a wider target group, which in turn would have a greater impact on the environment?