Text: Understand the car express Qu Peng
Not long ago, Chedi was invited to participate in the media tasting meeting of the Roewe i6 max held by SAIC Motor, as the first car after the new re-labeling of the Roewe brand, the Roewe i6 max has received a lot of attention since its debut at the Chengdu Auto Show, whether it is the new "digital rhythm" design language of the temperament change, or the breakthrough use of a 3-square-meter glass roof in the field of compact cars, which have earned enough heat at the auto show for it. This time, we were also very honored to interview Mr. Shao Jingfeng, design director of SAIC, to see how he interpreted the Roewe i6 max car.
Roewe i6 max as the roewe brand after the new redesign of the first car model, compared with the previous generation of models, the overall visual communication of the appearance of the feeling is completely a change of personality, such a design style Of the earliest design inspiration is where?
Inspiration actually comes from pressure, in the rapid expansion, we found that the market changes very fast, we must keep up with the rhythm of the market in time, and the rhythm of the market is actually the direction of the trend of rejuvenation.
Design inspiration is from the changes in the market, from the young people's pursuit of the trend, many people think that the trend of rejuvenation is just a direction, in fact, this is wrong, the future trend of rejuvenation can cut out a lot of cake, because a person can not form a trend, in the future "national tide" will be a very important label of the Roewe brand.
From the new car logo, the new design language, in fact, we can find the most obvious change, that is, the Roewe brand has become younger, like you just mentioned a keyword "national tide", then how is it reflected in the Roewe i6 max?
i6 max is first of all in the appearance, the overall feeling compared to the previous Roewe model of the decent image has undergone a great change, including some of the body of some very sharp lines are also in line with the preferences of young people, the main change is in the face, its facial expression is the most obvious.
In addition, the "emergence" aesthetic brings this strong visual impact, what is a young person, is active, full of energy is very public, in order to achieve this visual sense, I adjusted the position of the headlights backwards, including the "Rong Lin pattern" in the grille to expand outwards little by little to meet the embodiment of this tension.
This time we heard a very trendy description of the design approach, called "digital parameterization", which is very different from the eccentric vocabulary we have heard before, what is parameterization?
In fact, in the future, no matter what kind of enterprise will further increase investment, parameterized design is actually used in various fields, including sneakers like you usually buy, architecture, clothing and industrial production have a wide range of applications.
It is a kind of idea expressed in a non-manual form, and it is very extreme, what you don't want, or what you want to show is very strong, its symbols and arrangements can be adjusted at will, your ideas can be immediately turned into reality, but also can give you a lot of choices, another point of view, but also to improve work efficiency. And parameterization brings you a lot of unknown surprises, you don't know what kind of changes it can have, this kind of unknown for the result is very interesting.
The new Roewe i6 max uses a very complex intake grille design, officially called "Ronglin spread wing grille", is there any special meaning about this pattern design? How was the design finalized at the beginning of the design?
Rong Lin, in fact, you see its texture is like scales, the earliest we wanted to name it "Qilin pattern", in the design process, to combine the shape of the letter "r", as well as our Chinese "Ruyi" of this symbol, inadvertently found that its form and scales are very related, in the process of parametric exploration, in fact, we have countless programs, suddenly it appeared, all colleagues in unison on the choice of it, so this is the charm of design.
In the field of compact cars, whether it is a joint venture brand or an independent brand model, it can be said that it is a "master" such as a cloud, how does the Roewe i6 max occupy its own highland in such a red sea?
In fact, cars are difficult to do, because domestic car buyers are very deep-rooted in the concept of cars, but cars must be done, the base plate of cars is really large, through your brand influence combined with your design, they penetrate each other.
According to a lot of market research we have done, it is very necessary to increase the forward-looking strength of car styling design, and it is necessary to look at the periphery from a distance, so you see that we have also made a big breakthrough this time, adding a 3-square-meter glass roof, which is unique at this level. The homogenization of car design is too serious, what do you rely on to make others remember you, logo is very important, and you have to keep in tune with young people. I think the Roewe i6 max has done it.
In the brief exchange with Mr. Shao Jingfeng, it is not difficult to find that between the lines are the foresight of the industry and the expectations for the future. i6 max design focus is actually mostly concentrated in the front face, the use of a lot of expanded lines to highlight the tension, visual experience in addition to feeling more ferocious, invisibly also appear that the car has become wider, the use of lines to outline the shape of the body of the body this in previous years to emphasize the simple "shape of the line" design is actually the complete opposite approach, but in comparison, the former will be easier to reflect the effect is also easier to control, in the rapid iteration of the model, a limited time to complete a work and highlight the effect, This approach is really clever.
Roewe's transformation is for the young group, and we do see a lot of elements that young people like on the i6 max, such as the yellow decoration of the fog lamp position and the "r" mark placed in the middle net with the same color, and it is precisely these small embellishments that make the overall serious feeling become active. In China's traditional design, the details are a very important point, small things to withstand scrutiny, and sometimes play a role in finishing touches, which coincides with the "new national tide" concept emphasized by the Roewe brand, but these alone are obviously far from enough, young people's preferences are complex, but it is rapidly changing, and it does take some thought to capture the hearts of young people.
Roewe i6 max this time added a 3 square meter glass roof, in this level of independent brand models or the first time to see, enhance the recognition of the model, but also improve the sense of grade of the vehicle, can be described as killing two birds with one stone. And based on zebra zhixing venus human-computer interaction system to solve the previous human-computer communication embarrassment, before always have to repeatedly say "hello zebra" to activate the voice operation, now can do 90 seconds of continuous dialogue, young groups for human-computer interaction requirements are actually higher, after getting used to the smooth experience of mobile phones and pads, the car system must also meet the same standards, and Zebra Zhixing believes that everyone will not be unfamiliar, the market feedback is still good. L2.5 level of driving assistance compared to the joint venture brand is still relatively advantageous, after all, in the camp of independent brands, everyone has set the standard of model configuration has been set very high, and compared with other independent brand models, Roewe i6 max intelligent driving assistance ease of use and experience everyone can actually look forward to it, perhaps soon l2.5 level intelligent driving assistance will become a trend in the young group.
summary
Roewe i6 max this car from the design to the model configuration is young enough, the positioning is very accurate, from the Roewe to the standard, the new models are also taking this route. From the design point of view, the performance is novel enough, the new addition of 3 square meters of glass roof is definitely a surprise, the design of the front face has changed the previous middle way, become very dynamic, to do this has actually made consumers have the impulse to go to the 4s store. But the car always has to drive, as far as we know, the Roewe i6 max will still be equipped with a 1.5t turbo engine and a 7-speed wet dual-clutch transmission, although the i6 max is mature enough in the powertrain, but compared to the appearance of the drastic change, it is inevitable that people will feel a little unfinished, but this makes us more look forward to it.