In the past few years, the ultra-rapid development of smart electric vehicles in the Chinese market has put the ancient industrial category of automobiles on the fast track of technology. Many people are looking forward to whether there will be a brand or a model that can perfectly integrate the beauty of car design and the power of intelligent technology at the same time. But in fact, this is not easy.
Although the various luxury brands in Europe are indeed on paper at the design level, they are often criticized by Chinese users for their lack of sense of technology. Intelligent driving is not sensitive enough, in-vehicle speech recognition is not smart enough, the logic of human-computer interaction pages is too complex, and the software experience cannot meet the needs of localized users......
Some Chinese brands of electric vehicles have advanced by leaps and bounds at the level of science and technology, giving full play to China's technological accumulation in the field of intelligence. But I have to admit that at the design level, as a rising star Chinese brand, there is still a certain gap between it and European old money. After all, the vast majority of the world's luxury car brands and luxury goods are almost all from Europe.
As a result, although there are many electric vehicles on the market, for a long time, there is no company or a product that can meet the high expectations of users for design and technology at the same time.
But this problem seems to be about to be broken by a company.
Good design doesn't have to be a good design
On the eve of the Beijing Auto Show, Polestar held a brand night in Beijing, and it was very informative. There are hardware, software, intelligence, and services, and even their two latest spokespersons: Zhou Xun and Chen Kun, were also invited to the scene.
In the author's opinion, the most impressive thing about the Polestar brand is the group of aesthetic and design appearance control.
The scene of the Polestar Night brand launch
I've had the opportunity to go twice to Gothenburg, Sweden, which happens to be Polestar's world headquarters. The Nordic weather, natural resources, and lifestyle are all infused with the brand's excellent design DNA.
From cars to phones released this time, from colors to materials, Polestar is a brand that pays great attention to texture and detail.
Speaking of texture, the newly released Polestar Phone was jointly designed by the Polestar design team in Gothenburg, Sweden, and the Meizu design team. They took inspiration from Polestar cars, so the phone also has a pure white design. The Polestar logo on the side of the body gives the phone a premium feel and makes it more recognizable. It's also convenient to show your friends at any time.
If you flip your phone over to the back, you'll see the camera at the bottom, as well as the charging cable and pin, punctuated with signature Swedish gold details. If you're familiar with Polestar models, you won't need to say much about it, but you'll know that this gold is the color on the Brembo brake calipers and seat belts and valves in the Polestar Performance Package.
When it comes to details, the author is most impressed by a design detail shared by Chen Siying, COO of Polestar Technology, at the press conference: almost all other models on the market, the mobile phone wireless charging module arranged in the center console area is flat, and only the Polestar 4 has made such a large angle of inclination.
The reason behind this is that the engineering and design teams have thought it so much that the Polestar 4 is so powerful that when it accelerates sharply, the phone is likely to fly off. Based on "first principles", they finally came up with a design that allows the phone to be firmly charged even when accelerating at full speed.
That's how the texture and details of the design are reflected in Polestar's cars and mobile phones. Even the spokespersons they invited this time: Zhou Xun and Chen Kun, are very compatible with Polestar's tone. To quote Polestar: They are all star-pickers who strive for the ultimate.
The ultimate form of technology is the integration of multiple devices
At the beginning of the article, the author also mentioned the Polestar brand, whose biggest advantage is the integration of design and technology. After talking about design, let's talk about some of Polestar's layout and thinking at the technological level.
After the press conference, the author also participated in an interview with Shen Ziyu, Chairman and CEO of Polestar Technology and Chairman and CEO of Meizu Group. When he faced the media, he shared a lot of very interesting thoughts behind the product development.
One of the most important points is that Shen Ziyu believes that compared with automobiles, consumer electronics products have a longer contact time with users, so it is destined that the consumer electronics industry is better at making software. In the future, software will inevitably participate in the work of defining the cockpit, so the integration of mobile phones and cars is a natural thing.
When it comes to the newly released Polestar Phone, Shen Ziyu shared some of the stories behind it: Polestar OS is based on Flyme, based on Meizu's top-of-the-line 21pro platform, the hardware is frozen frame, and the Scandinavian design and Polestar Link driver connectivity are combined to create the Polestar Phone.
In the era of intelligent electric vehicles, in fact, both practitioners and users can feel that the software ecosystem will become more and more important. Shen Ziyu also revealed that after the completion of the Polestar Technology headquarters, 500 sales, operations and other related personnel will be put into production to create Polestar OS and smart supporting products, including Polestar mobile phones, Polestar AR smart glasses and so on. In the future, what they really hope is to break through the boundaries of automobiles and related intelligent supporting products and realize the integration of intelligent terminals.
Write at the end
The automobile industry has always been an industry with a long chain and detailed division of labor. If you really want to create a world-class luxury brand, you can't go far by relying on the resources of one country alone. Polestar understands this, which is why they pursue "purity" in design, R&D, manufacturing and other fields.
How to define "pure", they give the understanding that the design concept comes from Gothenburg, Sweden, combined with global R&D and development resources, and finally gives full play to China's strong manufacturing system. Each ingredient is sourced from the best sources in the world to create a top-notch dish.
There is reason to believe that Polestar can go further and become a truly internationally competitive global luxury brand.
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