| 總結: | This paper discusses the need to identify the rule that can be used as a unified point of references to styling DNA in automotive design. Recently, there is no promising model or framework that can be used in design methodology for styling DNA. In reference to that, inquiry research activity was carried out among selected Malaysian public and styling designers in PROTON. Findings from the study indicated that the perception of designers positively correlate with preferences of Malaysian users. Furthermore, results showed that designers consistently tried to create a concept via sketches based on a specific area of the car. Consequently, the sequence maps or locus have been established in this research and the challenges revealed how it can be used as a starting point to build or create characters as embodied agents of character traits concerning brand and identity of a car design. © 2016 The authors and IOS Press. All rights reserved.
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