Among the younger group, the boundaries between "advanced" and "not high" are being broken by the changes in the consumer group itself, and the same is true of the automotive circle. For young people, choosing a car that really meets their needs and is trendy enough is a very advanced thing in itself, but the problem is that more and more car companies are labeling their products as "young" and "coupe", but what is the design that young people think is advanced?
This time, SAIC Volkswagen lingdu L and gave its own answer.
At the product analysis meeting of SAIC Volkswagen Lingdu L, the product manager of the new car summed up his persistence and feelings when creating a new generation of Lingdu L with "the most volkswagen-like Volkswagen" -
Lingdu L has departed from the image of the past Volkswagen sedan product matryoshka design in terms of visual experience, and in essence, in addition to insisting on the configuration that should be equipped with coupe models such as frameless doors, more importantly, our original intention is to create an A+ class sedan that the family can be satisfied with, whether it is space performance, or Volkswagen products as always, driving quality and driving control experience.
After the initial experience and in-depth communication with the designers and product managers of Lingdu L, we will first circle a few knowledge points:
1. The target group portrait of Lingdu L is: young consumers under the age of 30, of which the proportion of female consumers will also be the focus of their future attention;
2. The core charm of Lingdu L is: to meet the product interpretation of the A+ level personalized consumer market, and to break the previous cognition of young consumers of mass products, to meet the psychological needs of more young users;
3. At the level of material and process, the front cover of Lingdu L is supported by hydraulic tappet, the frameless door seal pressure strip adopts the same design of SAIC Audi A7L, dustproof and rainproof is consistent with the framed door standard, and the hydraulic tappet of the tail box is adjusted according to the weather and temperature changes to ensure that the closing force of the hatchback tailgate is consistent under any circumstances;
4. Based on the MQB EVO platform, Lingdu L wants to bring consumers not only the typical logo of car models such as frameless doors and hatchback tailgates, but also become an A+ class sedan that satisfies the whole family.
After circle a few key points, we are slowly starting from these points.
First of all, in addition to the new Polo, female consumers account for more than 50%, the proportion of female users of savoy-Volkswagen's other products is not high, and lingdu has been listed for 7 years, and the proportion of female consumers has not exceeded 30%. In today's automobile consumer market, the proportion of female car owners is rising, as a product that meets the individual consumption needs of young people, whether it can impress enough young female users will be the key to Lingdu L's future breakthrough, for which Lingdu L has specially added pink and other car paint colors / blue and white interior color matching options, further catering to the individual needs of consumer groups under 30 years old.
The use of "the least Volkswagen-like Volkswagen" to describe SAIC Volkswagen's design concept for Lingdu L is obviously the most appropriate. Lingdu L, whether it is the appearance or the interior, has adopted a new design, completely separated from the product image of the volkswagen fuel model nesting doll in the visual experience, and maintained the difference in visual impact with the ID. family products, coupled with the rare front and rear frameless doors, hatchback tailgates and pure coupe models of the same level, so that people can recognize at a glance that it is a high-end product of the volkswagen, and it is very different from the past products.
For example, the Lingdu L adopts a rapid downward hood and an oversized lower grille front design, showing a low posture close to that of a sports car, coupled with the use of organic and changeable line surface groups, smooth roof lines and short tail box design on the side, so that the new Lingdu L shows the style of a high-performance coupe.
The newly designed headlights (IQ.Light light set) are connected by through LED strips, and the volkswagen LOGO in the middle can also be lit at the same time, which well balances the center of gravity of the visual experience of the entire front face of Lingdu L.
In addition, although the obvious downward shape of the front cover of Lingdu L pulls the visual center of gravity of the front of the car very low, the design of the clam-type cover allows the contour line of the cover of Lingdu L to be directly connected to the waist line of the body, and the visual center of gravity of the side of the car is gradually shifted upward with the waist line, coupled with the slightly upturned tail box design, showing the cheetah's delightful side (front low and rear high), which further strengthens the dynamic posture of the whole car.
Inside the carriage, the T-shaped area layout of the center console of Lingdu L is similar to that of the eighth generation golf, but the details are full of elegance.
For example, the only design in the Lingdu L Volkswagen system currently adopts a floating double screen, and the size of the central control screen is larger (12 inches) than that on the height of 8, but in order to reduce the reflection problem caused by the cancellation of the "hat" above the LCD instrument, the design and engineering team has made many adjustments to its material and angle to achieve the effect that only the chrome trim on the upper right of the central control screen has a faint reflection.
On the other hand, although the design of frameless doors and hatchback tailgates are all cost-increasing configurations, SAIC Volkswagen has not lowered their standards for vehicle craftsmanship and service life. In order to ensure the sound insulation effect, service life and waterproof of the frameless door and other car experiences that consumers care about, SAIC Volkswagen has added a micro switch to the frameless door of Lingdu L to ensure that after the user closes the door, the window glass can perfectly snap the sealing tape. In addition, the IQ.Light light set carried by Lingdu L is also a full-featured light group in the current public system.
More importantly, in order to ensure that Lingdu L has the product power to satisfy the whole family (to ensure the rear space), the turning point of the roof line of Lingdu L is deliberately extended backwards to ensure that the head space of the rear passengers will not be sacrificed due to the sneaking shape (the roof inside the carriage is not only regular, but also smooth). Coupled with the Factu L wheelbase, which has increased by 75mm compared to the old model and the 1831mm body width that is still in the lead of the same class, it completely dispels the doubts of potential divers about its spatial performance.
According to the product manager of Lingdu L, "SAIC Volkswagen users vote with their feet", so the key to attracting young consumers or families to pay for Lingdu L lies in the brand appeal of SAIC Volkswagen and the high-end texture of Volkswagen products in the driving experience as always.
It should be known that Lingdu L is based on the MQB-EVO digital architecture, with 3 millimeter wave radars, 12 ultrasonic radars, and 2 cameras, to comprehensively improve the all-round perception ability, reduce the probability of traffic accidents, and improve the performance of digitalization (communication speed increased by 4 times).
For example, the IQ.DriveL2 level intelligent driver assistance system in the performance depth and breadth of the improvement is also obvious, stop&go experience compared to the previous years of ACC adaptive cruise system is obviously more intelligent, in line with the ordinary people's driving logic - it should be mentioned in particular that SAIC Volkswagen added a capacitive sensing element to the steering wheel of the Lingdu L, the driver only uses his hand to gently put his hand on the steering wheel, the intelligent driving assistance system can sense that the driver still retains control of the vehicle. Instead of just setting a take-off time.
At the same time, the W-HUD head-up display system widely equipped with id. family products can project important driving information on the windshield to reduce the switching time of the driver's visual focus, which greatly improves the driving safety and comfort of the daily travel of Lingdu L owners.
Obviously, once users get used to the above configurations and functions that improve safety and comfort, it is difficult to adapt to products that are not smart enough and not highly integrated. The only regret is that according to SAIC Volkswagen's current plan, in the short term, Lingdu L still only provides the 1.4T+ 7-speed dual-clutch power combination that everyone is very familiar with.
Ah Chuan said car
In general, from the perspective of product power presentation and brand appeal, Lingdu L has an incomparable advantage in the same market, if you consider the pre-sale package just announced (deposit 1000 yuan to enjoy 5000 yuan, replacement subsidies 10000 yuan and other 6 gifts), it is difficult not to be optimistic that Lingdu L has once again become a phenomenon-level product in the A+ market, and let the so-called sports car of independent / other joint venture brands be eclipsed.
From the perspective of SAIC Volkswagen, the arrival of Lingdu L has almost completely subverted the young people's previous cognition of Volkswagen fuel vehicles - the sense of stability has gradually weakened, and it is full of advanced and sporty perceptions from the inside to the outside, so that people can see it at the first sight of the mind.