[Interview with the designer of YesAuto] As an “automobile inventor”, Mercedes-Benz has recently become a frequent visitor on the hot search list: With the successive appearances of the new S-Class and the new domestic E-Class, Mercedes-Benz's main product series ushered in an intensive update period . But unlike the past, public opinion is not overwhelming praise for new cars. Most people focus on the appearance of new cars-especially “strategic models” like S-class and E-class have changed their traditional design. , Suddenly became rebellious. Up to now, in the comment area under the article of Auto House, most readers have expressed “not acceptable” to such a change. Recently, we met our old friend at a launch event of the new Beijing Mercedes-Benz E-Class, and he is also one of the core of the Mercedes-Benz design team. After listening to his views, will your views on new car design change?
What the designer said about the new car:
1. The designer of Mercedes-Benz may be the most difficult car designer in the world?
2. As users are getting younger and younger, Mercedes-Benz needs an “aggressive” design;
3. The controversial front grille is precisely his most proud work;
●How difficult is it to be a designer in Mercedes-Benz?
Korean-American designer Hubert Lee (Li Yihuan) is currently the head of the Advanced Design Center of Mercedes-Benz China Research and Development Center. He now has a pivotal position in the Mercedes-Benz design system. In fact, my colleague had a relationship with him 6 years ago. What did they talk about? What kind of legendary resume does Li Yihuan have? What kind of magic does he have in Mercedes-Benz? Interested readers can click: Reinterpret luxury and talk about design with Korean Mercedes-Benz designers.
How Mercedes-Benz now “breaks the old and builds the new” is also a big challenge for the design team. Not only that, as a global model, the new car must also conform to the aesthetics of various regions. This is a daunting challenge for Mercedes-Benz designers: In markets such as Germany and the United States, the average age of Mercedes-Benz E-Class consumers is about 10 years older than China's.
In addition, as a designer of Mercedes-Benz, designing a model with a long heritage like the E-Class is a very tricky thing in itself: on the one hand, it is necessary to maintain the “longitudinal affinity” of the car series-that is, the new car must be The previous generations of E-class models have the inheritance of design elements; on the other hand, it is “lateral compatibility”-that is, mainstream models of the same period must have similar visual elements to reflect their blood relationship.
Faced with so many difficult problems, how will the design team proceed to solve it?
●Be younger, younger
“Rejuvenation” is a theme that many OEMs are emphasizing in China, in fact, this is especially true for Mercedes-Benz. Statistics show that the average age of Mercedes-Benz consumers in China is only 35.8 years old, and this data has a downward trend. This means that many “post-90s” have become the main consumer. The words “luxury” and “elegance” that Mercedes-Benz has been pursuing and advocating are not so attractive to them.
In Li Yihuan's view, while the front face is greatly “facelifted”, by maintaining the perfect proportions of the body and shaping the sense of volume through details, the Mercedes-Benz “atmosphere” is maintained (it is said that Daqi has become a high-frequency English in the automotive design circle. Vocabulary)”, elegant features.
●Keywords: horizontal expansion
In addition, when it comes to the new design language of Mercedes-Benz, Li Yihuan uses a keyword called “ horizonal”. Previously, the design elements of the front face were all extended in the vertical direction, aiming to show “dignity” and “atmosphere”. After the facelift, the main lines of the front of the car paid more attention to stretching in the horizontal direction, which significantly increased the horizontal visual width , The highlight is the sense of movement and strength.
Full text summary:
It is undeniable that the design language of the previous generation of Mercedes-Benz has virtually brought a lot of additive effects to the product strength of Mercedes-Benz's models. How to make breakthroughs on the basis of success is a head-scratching challenge for anyone. For the Mercedes-Benz design team, designing a strategic model like the E-Class is even more inevitable. From this perspective, making such a large-scale “plastic surgery” for the Mercedes-Benz E-Class also tests the courage and courage of the design team. Can the revised E-class verify the “True Fragrance Law”? let us wait and see.