“Innovation activities” means all the scientific, technological, organizational, financial and commercial steps aimed at implementing innovation. Some innovation activities are themselves innovative, others are not new, but they are necessary for the implementation of innovation, such as Research and Development not linked to a specific innovation. Innovation has a close reference to the economic market, that is to say with the users of the innovated product: if these are not sufficiently developed they are not able to understand it and appreciate it. Innovation, making the process better, generates greater competitiveness: it is the dream of something better that translates into general well-being. This work presents an innovative hybrid car’s design, belonging to the E-segment. The choice of this segment is already innovative in its nature, as despite being currently in strong development, hybrid and electric engines are still little used for large sedans. The method we present in this paper for the car design is also innovative and is called Design for Six Sigma. It is a method used to develop new products, through the determination of customer and market needs and the transformation of these requests into the product generated.
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