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Rui Hu

BS in Transportation Design — Transportation Design
Course:
Teans 8A, 8B
Faculty:
Chris Chapman, Marek Djordjevic
Term:
2025 Fall

Western Star Modern Cowboy

Modern Cowboy is a Western Star–inspired REEV long-nose/cabover hybrid concept truck designed for the next generation of drivers. The project reinterprets the spirit of the American road—strength, independence, and modern craftsmanship—while addressing real, contemporary lifestyle needs.

Under the theme “Same Truck, Different Lives,” the vehicle features four interchangeable, lifestyle-driven interior modules (Game Cab / Van-Life Cab /  Lone Rider Cab/ Truck-Couple Cab), each crafted to reflect the diverse personalities and emotional values of today’s drivers.

Process:

This project is grounded in a rigorous research process, including in-depth studies of the trucking industry, fleet operations, company drivers, and owner-operators. By analyzing current market structures, driver lifestyles, and emerging transportation trends, the process uncovers key insights that inform opportunities for innovation and shape the direction of the Modern Cowboy concept.

Learning Outcomes:

Through Modern Cowboy, I gained comprehensive experience in transforming research insights into a fully realized design outcome. By developing four distinct interior modes, I deepened my understanding of how lifestyle, persona-driven needs, and emotional value can shape commercial vehicle design. I also documented the entire process in a dedicated research book, which captures my investigations, insights, and design rationale in a structured and communicable format. The project also showcases my technical skills across multiple execution stages: I built a complete Alias digital model, refined proportion and surfacing quality, and produced a 1:10 physical model with interior details and lighting.

Project Website:
https://ruihu.design/western-star-modern-cowboy/
Tags:
Automotive Design