Abstract: Although design has been acknowledged as the third driving force of innovation besides technology-push and marketing-pull, the impact of product design on disruptive innovation bas not been addressed in previous literature. Drawing from the perspective of disruptive innovation and design-driven innovation, this research conceptualizes design of disruptive innovation design being composed of three distinct product-level dimensions: aesthetics, primary functionality and secondary functionality. Further, the article examines the impact of these design dimensions on consumers’ perceptions and purchase intention. Empirical results using data surveyed 307 potential customers in China’s passenger and cargo dual-purpose utility vehicle industry reveal significant influences of the three design dimensions on consumer perceptions of usefulness, ease of use and cost-effectiveness, and three consumer perceptions further have significant impacts on purchase intention. Moreover, the aesthetic dimension and secondary functionality dimension of design have both indirect and direct impacts on consumer purchase intention, whereas primary functionality dimension has to influence on purchase intention totally through consumer perceptions. These results have important implications for academic researchers and managers.