Irritable, interpreted as not calm in the face of things.
In the face of MG Cyberster's cross-era supercar, MG obviously does not want to be too calm about its design and development process, or MG is "grumpy".
On December 11, mg brand held a press conference, officially for the previous MG Cyberster co-creation platform "MG Cyber-Cube" with "grumpy" as the harmonic sound, took a rather direct name - MG Cyber Riot Bureau, and released a lot of new information.
In the new era, the word grumpy is not only an uncool interpretation of the encounter, but also a word that describes a person who is excited enough, bold enough, and energetic enough, so when today's MG Cyber Riot Bureau officially landed, the co-creation of MG Cyberster naturally has the above personality.
Wu Yingqiu, chairman and CEO of Huanqiu Automobile Group, said in his previous comments on MG Cyberster that MG crowdfunding to create supercars is a heartbeat. In his view, when car companies are doing marketing, they must have the courage and thinking of "playing flowers and playing heartbeat".
Today, mg Cyberster's co-creation has entered a new stage, and it is no exaggeration to say that it not only plays the heartbeat, but also plays the "unique" quality.
Why?
For a long time, the market has expressed doubts about MG crowdfunding supercars, or co-creating a very cyber-style model with next-generation attributes.
First of all, co-creation is a very virtual concept or behavior that is difficult for the outside world to see clearly, and it is difficult for the market to clearly capture how much of the suggestions of co-creators (markets, consumers) have been adopted in the process of users and enterprises co-creating a car? Are all sorts of sharp ideas really being satisfied?
At the same time, even if the user's ideas are adopted, when the model is listed, the overall product we witness does not have too many explosive points and fresh spots, but more to meet the common needs of the same level of the market, which means that the consumer opinions adopted by enterprises are more common and more popular.
Therefore, when manufacturers promote co-creation, it is difficult for the market to recognize the sincerity behind the co-creation behavior.
Secondly, a very sci-fi supercar, undoubtedly has a variety of imaginative concepts, can it really be mass-produced in the future?
It is precisely because of these problems that when the MG Cyber Riot Bureau was born, many people were shocked by MG's "grumpiness".
MG said that as the first automobile brand real product co-creation organization, the Cyber Riot Bureau is promoted by 5 experts and scholars as co-initiators, including styling and design, performance and driving control, and e-sports intelligent cockpit, including three "sub-bureaus", which are chaired by Lou Yongqi, vice president of Tongji University, dean of the School of Design and Creativity, professor and doctoral supervisor, Li Bing, chief host of Five Star Sports, senior commentator of 18 F1 season events, and Chen Youyou, president of Bilibili E-sports. There are also "car idols" such as ZHANG Zhendong, a double champion driver of CTCC and TCR, who have become the vice chairman of the sub-bureau.
In the CO-creation of MG Cyberster, MG will rely on the chairmen and vice presidents of the three branches of the Cyberbur Riot Bureau, who will initiate, organize and lead users to unlock tasks and complete discussions for specific co-creation links, so as to let more people participate and let people adhere to the dream of pure electric supercar, which is fully reflected in the mass production of MG Cyberster.
It is reported that the co-creation of MG Cyberster, based on the module division of the three sub-bureaus, will complete the co-creation of appearance and interior modeling schemes, color and material selection at the level of modeling and design; complete the co-creation of chassis adjustment, driving mode and three-high test evaluation at the level of performance and driving control; and complete the co-creation of car game selection, smart cabin function definition, human-computer interaction design, etc. at the level of e-sports intelligent cockpit. Through co-creation, MG hopes to deeply explore the real needs of users of different ages, genders and different life forms, so that users can become real participants, decision makers, beneficiaries of MG Cyberster, and super communicators of the whole process.
This can't help but be amazed, MG's co-creation is real, and the leader of co-creation has changed from a company to a cross-border participant and future user. When elites from all walks of life, especially celebrities in the fields of young people, lead this co-creation, we can realize mg's co-creation logic: since it is to co-create, since it is called the Riot Bureau, then as a company, why calmly and traditionally execute, the weight of participants is higher.
What is more worth mentioning is that in the Cyber Riot Bureau, users can take the initiative to put forward the demand for products, be able to freely choose the sub-bureau they want to enter, give full play to their own inspiration in their own specialized or interested areas, and work with the heads of more co-creation nodes in the future to use their professional support to land the idea and realize the dream of super running.
MG said that before the official launch next year, MG Cyberster has experienced at least 15 co-creation nodes, defined at least 33 product points decided by users, and held a series of co-creation activities online and offline, and finally presented a MG Cyberster mass production model that is "made by MG and satisfied by users".
In fact, for MG Cyberster, a product with a low degree of compatibility with the traditional consumer demand of the Chinese auto market, the final mass production scale will naturally not be huge, but it should be noted that when it truly meets the co-creators' niche needs for e-sports, two-dimensional, mecha, performance and other multi-dimensional levels, its significance will also exceed the meaning of a car itself, because in the era of new car 2.0, what the industry lacks is a new model and a user development platform in the true sense.
I have to say that the co-creation of this matter, MG really played clearly, but also played out of the unprecedented height in the automotive industry. It is foreseeable that in the process of continuing to promote the CO-creation process of MG Cyberster, the co-creation experience accumulated by MG is likely to be applied in other product development in the future.