近年來因為生活型態的改變，消費者在汽車市場購買汽車時所做的考量也跟著轉變，除了傳統轎車與休旅車市場外，新竄起的車種運動型多功能車(SUV)開始在市場上嶄露頭角。SUV強調高運動性、大空間與乘坐舒適性，是一款混和休旅車之空間性與轎車之舒適性的跨界車種，多功能的用途使它在消費者市場中得到廣大的迴響，世界各大車廠也因此發現它的未來潛力。隨著SUV車款的需求量增大，愈來愈多的車廠願意投注心力在這塊大餅上，包括過去只專注在製作特殊車種的品牌(如:Porsche、Lamborghini、Maserati等)也將投注資金進行SUV車款的開發。這樣的趨勢解釋到SUV車款已成為所有車廠開發車種的必備選項之一，然而一輛SUV要能受到消費者的青睞，除了其機能滿足了消費者的期待之外，汽車產品意象與造型外觀更是扮演了重要的角色，有明確意象的產品才能在市場中做出區隔。因此本研究將以市售SUV車款為案例，探討其造型特徵與意象之間的關聯性，並整理出影響角色意象的造型因素，以協助未來設計師更快速有效地進行汽車造型設計。
研究將分為五個階段，第一階段蒐集2017-2018年世界各大車廠上市之SUV車款的五個視角圖片，篩選適合的圖片作為本研究之樣本。第二階段分析車體造型並以Rhino和Grasshopper創立車體公版模型，使所有SUV車款樣本皆可以透過公版形變來轉換。第三階段分析十二原型角色個性，挑選出適合作為SUV車款造型描述的角色意象並以此製作問卷。第四階段以集群分析與迴歸分析探討角色意象與車體造型因素之間的關聯性，整理出各項造型變化對應的角色意象評分細節列表。第五階段整理所有分析結果並做各原型意象與SUV車款造型間關聯性的討論。
本研究結果發現，十二原型中，英雄、情人、魔術師與照顧者四位角色意象對於SUV車體造型有多樣的關聯影響力。具影響力的造型因素分別為結構線上控制點的參數、兩兩結構線之間的縱向深度值、單一結構線上控制點參數起伏值和各結構線最後的控制點形成的車尾起伏值。角色原型之間也存在相互影響力，單一角色意象的提升會影響其他角色意象的共同提升或下降。

In recent years, except the traditional sedan and recreational vehicle, the newly launched car - Sports utility vehicle (SUV) have begun to emerge in the market. As the demand for SUVs increasing, more and more manufacturers are willing to put their budget in this market, including the companies that used to focuses on making specific cars (e.g. Porsche, Lamborghini, Maserati, etc.) This trend explains that SUV models have become one of the must-have options for all car manufacturers. However, an SUV which will be fond of consumers not only because of the functions, but also the catching of the consumers’ mind about the image and style of the car’s form. A product with its definition of imagery can create its segment in the marketplace. Most of the researches used the adjective word to analyze the product. This study tries to use the 12 Archetypes Theory from Mark & Pearson to describe it in order to find the relationship between the archetype and SUV car form. This study can assist designers to design the special characteristic form and be special in the marketplace.
This study will be divided into five phases. The first phase collects five perspective images of SUV models in 2017-2018, and select suitable images as samples for the study. In the second phase, the samples are analyzed and create an original model which can fit all samples by Rhino and convert the data by Grasshopper. In the third phase, analyzing the 12 archetypes, and pick up the suitable roles for the description of the SUV to make the questionnaire. In the fourth phase, using the cluster analysis and regression analysis to explore the relationship between role images and the SUV models’ factors, then sort it out to the detailed list. The fifth phase organizes all the analysis results and summarizes the relationship between the archetype image and the SUV model.
The results of this study show that four archetypes - heroes, lovers, magicians, and caregivers have various influences with the SUV model’s form. The influential factors are the control points on the structure line, the longitudinal depth values between two structural lines, the fluctuations of the control points on the single structure line and the rear fluctuation formed by the last control points of each structural line.

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