The typology of the style of existing sedan cars in the global market to studying on styles shape grammar

Sedan Passenger-cars are known today as one of the most popular industrial products. Since the advent of the first samples by Henry Ford and Karl Benz ever, classification and recognition of passenger-cars have been based on the set of technical standards or experimental criteria and have not been from the point of view of designers and stylists who focus on content of form and visual aesthetic criteria. In this study, the typology of the style of existing sedan cars in the global market has been discussed. For this purpose, the face of 40 sedan car samples belong to the years 2013-2014 from thirty two automakers have been analyzed based on the aesthetic style and form features factors. Results show that there are three main trends and two sub-trends in terms of content and form. These trends have been named based on form factors frequency of design approach in each trend. Leaders frequency graphs in any trends have illustrated Leaders scattering, countries frequency in any trends and the form and style of this type. Finally, based on the above findings, the style design of the pristine spaces in the sedan type has been identified. Output data were analyzed statistically and while demonstrating power of commercial brand of each product on the basis of product personality, the results showed an agreement between customers' idea and statistics of global sale and manifest the present trend of Iranian customers through studying psychological mechanism and customers' reaction to the concepts and keywords then through creating imaginary equivalence of those words and personality in their products' style try to create powerful identity in the appearance of their product as one of the basic factors of attracting customers' attention. The results demonstrate an agreement between global position of the studied cars and Iranian customers' perspective and also success of Kansei engineering in order to evaluate behavioral and emotional reaction of customers toward style personality of car. Classic tendency has the most prosperity among Iranian youth and Modern and sport tendency are respectively in the next class but we cannot generalize this result to all of the present car in the above mentioned tendency and this is dedicated to the superior cars in these kinds of sedan. Reviewing tendency pattern of product personality of Ford, Volkswagen, Mazda and et al show pattern similarity of Ford, Volkswagen and with a lesser extent in Mercedes that is according to the result of factorial analysis of cars in the test. as M2index shows, Samand has the lowest similarity with other cars. In this research, only from the view point of emotional reaction of customer we consider style and specially product personality of cars. These studies are just a start point for recognizing Iranian customers' taste and in the future studies on the purpose of recognizing complete quality of Sedan through reviewing all existed cars of this kind and also all tendencies and other age group, we can recognize special personality of each tendency that are not considered in this research.