Moto Vida is a project sponsored by Piaggio & C. SpA. Specifically, the project addresses the evolving transportation needs of Brazilians by envisioning a new form of personal mobility in the year 2020.
Brazil's extreme growing pains lie in its inability to grow its infrastructure to keep pace with its rapid development. As a consequence, Brazilians spend an average of 4 hours a day commuting. To make matters worse, public transportation is slow and inefficient and taxis are avoided for fear of robbery.
Cars are a luxury expense that are priced too high for young Brazilians. Public transportation is affordable, but slow and unreliable. Meanwhile, motorcycles are relatively cheap and fast, but are more dangerous to ride.
Brazilians are a characteristically adventurous and outgoing crowd with active lifestyles. For instance, the concept of 'Jetinho Brasileiro' is a unique and pragmatic cultural mindset that favors practical solutions that do not necessarily follow the rules.
An opportunity to develop a motorcycle that circumvents Brazil's huge traffic problems while addressing concerns of safety would tap into a new generation of prospective riders. I developed a persona that balances the demands of a 20 year old's work and social life to create an adaptable vehicle between riding with friends and individual commutes.
The Moto Vida explores how different postures can affect a rider's perception of the same vehicle and experience. The Vida is for work and for play.
The Moto Vida's package is a hybrid scooter-motorcycle.
In its scooter form, the Vida is nimble to navigate through traffic. Its front forks elevate to allow for a better view of the traffic ahead. This is the utilitarian posture that rider's will commute to work in.
In its aggressive posture, the Moto Vida transforms into a robust and agile motorcycle that a rider can cruise with friends on to the discotheque.