At the Seoul Motor Show, I met a vehicle operated by electricity. It attracts attention not because of its strong performance but because of its soft name and weak design. It is called Yebbujana, meaning “Beautiful, isn’t it?”. Further, it has a curvy body with four extremely small headlamps. In general, having an inviting name and approachable design is a good approach. Managers and designers might want to launch their rapidly new product in an unassertive way. However, this car sounds and looks too timid to drive.

“Timid, isn’t it?”