Abstract
The current issues in engineering design are pointed out. Current engineering design is carried out for individual product. But increasing diversification and complexity call for product design as part or element of society. Thus, more holistic approach is needed. Automotive vehicles need to be developed considering environment, energy, communication, etc beyond just means of transportation. To carry out such design, horizontal expansion and reverse development should be more pursued. Such an approach would also serve for Bottom of the Pyramid business.
