In today's rapid iteration of automotive brand design, more and more "young" designs and "out-of-line" designs have entered the public's field of vision. Is it the consumer's aesthetic that has changed?
When I first met Roewe Whale, this bezelless net attracted all my attention and made me clearly realize that this would definitely be a very personalized model.
The middle net part of the "whale" is officially called "fold cutting", which is a very popular design technique in the fashion and architectural circles, emphasizing order in the midst of chaos and creating harmony in chaos. For example, the outer walls of the Bird's Nest and the Canton Tower all use this chaotic and orderly design language to a greater or lesser extent. But in my opinion, this front face of the Roewe Whale is a bionic design, and the mystery is on the puzzle surface. Isn't this the layer of folds in the whale's chest and abdomen?
Later, in the design analysis, Shao Jingfeng, design director of SAIC Motor, said: "Roewe Whale thought about how to do the future design of the humanistic brand from several dimensions when designing. First of all, the brand attitude has undergone a huge change, from the previous national car to the current personalized model, the design team has to create attraction, rather than excavate its commonality, how to make 20% of people particularly like is very critical. ”
Sure enough, the Roewe Whale is a very personalized model. The official claim is that Roewe Whale "breaks the traditional car design thinking", is the world's first "bionic intelligent driving life body", is "the perfect fusion of science and technology and art". I agree very much.
It's very challenging to make this "out of line" or even "subversive" shift in design language, which is what roewe brands have been pursuing and exploring. For example, the "rhythm design concept" of Roewe RX5 was also proposed by Shao Jingfeng. From the concept body of Roewe Whale and the third-generation RX5, we can see that such a penetrating running headlights and a two-segment tail wing are likely to become the family design of the roewe brand's next generation SUV.
If you think that this generation of Roewe is not like Roewe, it doesn't matter, because SAIC Volkswagen's Langyi is also the work of Mr. Shao Jingfeng, and the sales will explain it.
Shao Jingfeng once said, "The vane of the global automotive design trend may be in China." "So, after watching this Roewe Whale, do you think it has the potential to become a bellwether for global automotive design?"
The least like Volkswagen Volkswagen
The old Lingdu is affectionately known as "spicy steamed buns" by consumers, with a public's iconic front face, known for its exaggerated wheelbase and rare aspect ratio in cars, and is a well-known "comfortable wide-body sedan". Today, Lingdu L uses frameless doors, and the interior has changed the popular style of the past, incorporating a new generation of family language of ID design style, and the sense of technology is coming. Don't know if such an "out-of-line" public is not your love?
The slender hood, the cockpit space that moves backwards with the A-pillar, the windshield with a large inclination, the short and powerful waistline, all the design elements of all classic sports models are perfectly represented in Ford's new generation of Mondeo.
It seems that not only is Mondeo different today than it was a decade ago, but the mid-size car market in which Mondeo is located is very different from that of a decade ago. Youth and personality, or "out of line", have really become synonymous with the new era.
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For automakers, balancing the needs of young users with other users can be a problem to be solved. However, today, when all brands are getting younger, young users are much less likely to buy products that other users need than other users. Simply put, the elderly may not necessarily buy a model that young people like, but young people will certainly not buy an elderly model.
So, perhaps it is not that the aesthetics of consumers have changed, but that a new era that belongs to the next generation of young consumers is coming. I also look forward to seeing more "out-of-line", "young" and "personalized" products in the future Chinese market. After all, in today's world where the auto market competition is so fierce, whoever can win the youngest generation of users in China will win the next era.
【Pacific Auto Network Shopping Guide Channel】(Photo/Text/Photo: Pacific Auto Network Wu Qiang-2011)