GARAGE
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PARTICIPANT PROFLES
Julie
Device Dependent
OCCUPATION: Speech therapist
CAR OWNED: VW Jetta 2010
CAR OWNED: VW Jetta 2010
OCCUPATION: Speech therapist
CAR OWNED: VW Jetta 2010
HOURS OF DRIVING: 15 hrs a week
DEVICES FOR CAR TRIPS: iPhone, Kindle, iPad, laptop
FAVORITE CAR FEATURE: Panoramic roof
PHONE: Uses maps app on phone while driving
WISHES: Text, watch a movie, video conference while driving
CAR METAPHOR: Capsule
CAR OWNED: VW Jetta 2010
HOURS OF DRIVING: 15 hrs a week
DEVICES FOR CAR TRIPS: iPhone, Kindle, iPad, laptop
FAVORITE CAR FEATURE: Panoramic roof
PHONE: Uses maps app on phone while driving
WISHES: Text, watch a movie, video conference while driving
CAR METAPHOR: Capsule
Jeremy
Quality Time
OCCUPATION: Engineer consultant
CAR OWNED: BMW X5D 2011
CAR OWNED: BMW X5D 2011
OCCUPATION: Engineer consultant
CAR OWNED: BMW X5D 2011
HOURS OF DRIVING: 10-30 hrs a week
JOB: Sales engineer, territory from northern to southern border of California
DRIVING MUSIC: Punk and garage
ROAD TRIPS: Once a month
PHONE: Uses maps app on phone while driving
WISHES: Check email, stock market while driving
CAR METAPHOR: Aggressive German person, bull
CAR OWNED: BMW X5D 2011
HOURS OF DRIVING: 10-30 hrs a week
JOB: Sales engineer, territory from northern to southern border of California
DRIVING MUSIC: Punk and garage
ROAD TRIPS: Once a month
PHONE: Uses maps app on phone while driving
WISHES: Check email, stock market while driving
CAR METAPHOR: Aggressive German person, bull
Brian
Active Traveler
OCCUPATION: HR Director
CAR OWNED: Toyota Scion 2010
CAR OWNED: Toyota Scion 2010
OCCUPATION: HR Director
CAR OWNED: Toyota Scion 2010
BACKGROUND: Born in Miami, married in Switzerland, moved all over the country for job
TRAFFIC: Listens to motivational tapes, calls into sports radio shows
LONG DRIVES: Every two weeks, has driven across the country 4 times for work
WISHES: Read the newspaper while driving
CAR METAPHOR: Jaguar
CAR OWNED: Toyota Scion 2010
BACKGROUND: Born in Miami, married in Switzerland, moved all over the country for job
TRAFFIC: Listens to motivational tapes, calls into sports radio shows
LONG DRIVES: Every two weeks, has driven across the country 4 times for work
WISHES: Read the newspaper while driving
CAR METAPHOR: Jaguar
Joe
Status and Care
OCCUPATION: Financial Analyst
CAR OWNED: BMW 3.5i 2011
CAR OWNED: BMW 3.5i 2011
OCCUPATION: Financial Analyst
CAR OWNED: BMW 3.5i 2011
DRIVING: Gives you time to contemplate life
FAVORITE PLACE TO DRIVE: Along the coast of Cape Town
CARE: Washes it at least once a week
WISHES: Doing work or playing social games in the car
CAR METAPHOR: Cheetah
CAR OWNED: BMW 3.5i 2011
DRIVING: Gives you time to contemplate life
FAVORITE PLACE TO DRIVE: Along the coast of Cape Town
CARE: Washes it at least once a week
WISHES: Doing work or playing social games in the car
CAR METAPHOR: Cheetah
Sofia
Pride and Personality
OCCUPATION: Compliance Manager
CAR OWNED: Subaru Forester
CAR OWNED: Subaru Forester
OCCUPATION: Compliance Manager
CAR OWNED: Subaru Forester
NAME OF CAR: Maxwell Stuart Forester
GENDER OF CAR: Boy
RESEARCH: Lots, extensive excel sheets
ATTACHMENT: Strong; saved up own money to buy WISHES: System had karaoke for her friends in the car
CAR METAPHOR: Dog, it's fun and can go anywhere
CAR OWNED: Subaru Forester
NAME OF CAR: Maxwell Stuart Forester
GENDER OF CAR: Boy
RESEARCH: Lots, extensive excel sheets
ATTACHMENT: Strong; saved up own money to buy WISHES: System had karaoke for her friends in the car
CAR METAPHOR: Dog, it's fun and can go anywhere
Eric
Features and Entertainment
OCCUPATION: Director of Sales
CAR OWNED: Toyota Prius
CAR OWNED: Toyota Prius
OCCUPATION: Director of Sales
CAR OWNED: Toyota Prius
FEELINGS: I enjoy driving it, I feel good when I'm driving it
WISHES: I wish it could drive itself
FAMILY: When I just had the car, I took care of it more. Now that I have a family, my priorities have shifted
CAR METAPHOR: Black hawk
CAR OWNED: Toyota Prius
FEELINGS: I enjoy driving it, I feel good when I'm driving it
WISHES: I wish it could drive itself
FAMILY: When I just had the car, I took care of it more. Now that I have a family, my priorities have shifted
CAR METAPHOR: Black hawk
Gideon
Practical and Prepared
OCCUPATION: Software Architect
CAR OWNED: Toyota Pruis
CAR OWNED: Toyota Pruis
OCCUPATION: Software Architect
CAR OWNED: Toyota Pruis
RELATIONSHIP: It gets me from point a to point b
GPS: It is always on but don't pay attention to it until I am lost
WISH: I am kind of a news junky, so when stuck in traffic I would like to watch the news
CAR METAPHOR: Anteater
CAR OWNED: Toyota Pruis
RELATIONSHIP: It gets me from point a to point b
GPS: It is always on but don't pay attention to it until I am lost
WISH: I am kind of a news junky, so when stuck in traffic I would like to watch the news
CAR METAPHOR: Anteater
Eden
Efficiency and Calm
OCCUPATION: Administrator
CAR OWNED: Lexus CT200
CAR OWNED: Lexus CT200
OCCUPATION: Administrator
CAR OWNED: Lexus CT200
PERSONALITY: Fun and a little bit weird
COMMUTE: Quiet time to get caught up on stuff
GPS: I find the voice annoying, I'm always one step ahead of it
CONCIERGE SYS: Luxury and totally not necessary
CAR IMAGE: Sportier, more youthful, not so mom-ish
CAR OWNED: Lexus CT200
PERSONALITY: Fun and a little bit weird
COMMUTE: Quiet time to get caught up on stuff
GPS: I find the voice annoying, I'm always one step ahead of it
CONCIERGE SYS: Luxury and totally not necessary
CAR IMAGE: Sportier, more youthful, not so mom-ish
Luke
Status and Technology
OCCUPATION: Operations Support
CAR OWNED: BMW Z4
CAR OWNED: BMW Z4
OCCUPATION: Operations Support
CAR OWNED: BMW Z4
PERSONALITY: Always on the ball
RELATIONSHIP: Very connected, being one with the car
ROAD TRIPS: At least once a month
WISHES: Checking emails, blogs, news, and Facebook in the car
AVERAGE CAR LEASE: 2-3 years
CAR IMAGE: Cheetah
CAR OWNED: BMW Z4
PERSONALITY: Always on the ball
RELATIONSHIP: Very connected, being one with the car
ROAD TRIPS: At least once a month
WISHES: Checking emails, blogs, news, and Facebook in the car
AVERAGE CAR LEASE: 2-3 years
CAR IMAGE: Cheetah
Ava
Ease and Convenience
OCCUPATION: Hair Stylist
CAR OWNED: Toyota Prius 2010
CAR OWNED: Toyota Prius 2010
OCCUPATION: Hair Stylist
CAR OWNED: Toyota Prius 2010
DRIVING STYLE: Worried, slow, not rushed
TRAFFIC: Flexible schedule, doesn't get upset
CRUISE CONTROL: Loves it, keeps her legs from getting tired
ROAD TRIP: Once a month drives 4 hours to Bakersfield
WISHES: Internet, go shopping, check on sales
CAR METAPHOR: Mouse
CAR OWNED: Toyota Prius 2010
DRIVING STYLE: Worried, slow, not rushed
TRAFFIC: Flexible schedule, doesn't get upset
CRUISE CONTROL: Loves it, keeps her legs from getting tired
ROAD TRIP: Once a month drives 4 hours to Bakersfield
WISHES: Internet, go shopping, check on sales
CAR METAPHOR: Mouse
Julia
Busy, City Driver
CCUPATION: Project Manager
CAR OWNED: Mini Cooper 2010
CAR OWNED: Mini Cooper 2010
CCUPATION: Project Manager
CAR OWNED: Mini Cooper 2010
DRIVING STYLE: Drives to the city (SF) everyday and sometimes on weekends
TRAFFIC: Used to hate it but now plans better, calls 511 for traffic updates
CRUISE CONTROL: Use it on car trips
ROAD TRIP: Last month went to Wyoming, 15 hours
WISHES: Email, work, bigger screen with keyboard
CAR METAPHOR: Cheetah
CAR OWNED: Mini Cooper 2010
DRIVING STYLE: Drives to the city (SF) everyday and sometimes on weekends
TRAFFIC: Used to hate it but now plans better, calls 511 for traffic updates
CRUISE CONTROL: Use it on car trips
ROAD TRIP: Last month went to Wyoming, 15 hours
WISHES: Email, work, bigger screen with keyboard
CAR METAPHOR: Cheetah
Taylor
Unattached and Unfamiliar
OCCUPATION: Psychologist
CAR OWNED: VW Jetta 2010
CAR OWNED: VW Jetta 2010
RELATIONSHIP: Not attached because it's leased
TRAFFIC: Listens to Sirius radio (with remote)
CRUISE CONTROL: Doesn't know how to use it, wasn't sure if she had the feature
ROAD TRIP: Likes to check in to Foursquare while driving by
WISHES: Do work like on a laptop, watch DVDs
CAR METAPHOR: Sergio Romo (SF Giants), he's fun and small
TRAFFIC: Listens to Sirius radio (with remote)
CRUISE CONTROL: Doesn't know how to use it, wasn't sure if she had the feature
ROAD TRIP: Likes to check in to Foursquare while driving by
WISHES: Do work like on a laptop, watch DVDs
CAR METAPHOR: Sergio Romo (SF Giants), he's fun and small
Tyler
Control and Response
OCCUPATION: Director
CAR OWNED: Mercedes S500 2010
CAR OWNED: Mercedes S500 2010
OCCUPATION: Director
CAR OWNED: Mercedes S500 2010
RELATIONSHIP: Cars are utilitarian
COMMUTE: 2 hrs a day in traffic
CRUISE CONTROL: Everyday, especially if you have the tendency to go fast
PREVIOUS CAR: Custom Lotus
WISHES: Change the configuration of the car to make eye contact with passengers, "rotating captain's chair"
CAR METAPHOR: A confortable, well-made easy chair
CAR OWNED: Mercedes S500 2010
RELATIONSHIP: Cars are utilitarian
COMMUTE: 2 hrs a day in traffic
CRUISE CONTROL: Everyday, especially if you have the tendency to go fast
PREVIOUS CAR: Custom Lotus
WISHES: Change the configuration of the car to make eye contact with passengers, "rotating captain's chair"
CAR METAPHOR: A confortable, well-made easy chair