ABSTRACT
Chapter 7 discusses the metaphor which the road vehicle or its mobility service provides. Metaphor is the understanding of one thing in terms of another. It is a way of comparing objects, people or ideas, with the comparison usually being between something simple or familiar on the one hand and something more complex or unfamiliar on the other. The chapter introduces the role of metaphor in design and discusses how a focal metaphor provides a rallying point and a reference against which all characteristics and behaviours can be judged.
