A comparative study of preferences toward in-car voice assistants in different markets hos CEVT (China Euro Vehicle Technology AB)

The new multi-brand studio, Geely Design Center Gothenburg, is a part of the multi-cultural global network of Geely Design studios dedicated to supporting the efforts of Geely Auto Group sub-brands. Our Design Center in Gothenburg is the global headquarters for Geely Design and focuses on delivering great design for the two brands: Zeekr and Lynk & Co. We are a fast-growing team of both creative and management professionals with the task of delivering exciting global products suitable for volume production and innovative concepts. In an inspiring studio environment, we build and maintain a top-class design team of multiple nationalities. With best-in-class processes and tools, we challenge preconceptions and deliver premium car design.

Master Thesis Project - A comparative study of preferences toward in-car voice assistants in different markets

Using a voice assistant in cars has become an emerging trend. Smart speakers like Alexa, Siri, and Google Assistant are becoming a ubiquitous part of our day-to-day life. Not only are they used at home, but also, they can be used on many other occasions. For example, the in-car voice assistant helps the driver perform tasks without taking their hands from the steering wheel so that they can keep their focus on the road. It builds trust between the driver and the HMI (Human Machine Interface), engages passengers during a trip, and it also improves brand loyalty.

We believe that people from different cultures could have different perceptions when interacting with voice assistants. This is a comparative study to understand how voice assistants are perceived in different markets. What are the similarities and differences in terms of preferences and attitudes? What are their opinions? As a master's student, you will be investigating market trends and user needs, collecting, analyzing, and evaluating how voice assistant is perceived in the target markets, namely China and Europe, based on both quantitative and qualitative data. After researching, conceptual proposals should be made and evaluated to put the resulting findings to the test.

Project steps

  • Investigate current markets and trends
  • Understand the user's needs
  • Ideation
  • Prototype
  • Evaluate the concept


  • Master Students writing their thesis within Interaction Design, UX, or equivalent.
  • Interested and familiar with Asian and European culture. 

Number of students: 2, please apply with CV and cover letter. You can apply in pairs or alone. If you choose to apply alone, we can pair you up with another student. Either way, please state this on your cover letter.

Starting date: January 2023. The duration of the thesis work is 20 weeks


For more information please contact: 

Menghan Xu, UX/UI Designer, menghan.xu@geelydesign.com for questions regarding the master thesis

Last Application date: 2022-10-28

Apply today, we will perform ongoing selection during the application period. We look forward to hearing from you.

Please note that due to GDPR regulations we can only accept applications and CV's sent through the recruitment system, not via email or other channels.

Observera: De examensarbete och projekt som du hittar i SH Karriär är inte på förväg godkända av ditt universitet. Du måste själv se till att de eventuella samarbeten som du ingår med organisationer för examensarbete och projekt blir godkända av din handledare eller kursansvarig.