[YesAuto Design Decoding] Nowadays, more and more Chinese auto brands are beginning to focus on the industrial design of their products: by introducing an international design team, they have continuously increased their investment in the field of design, which has gone from blindly imitating to Now it has gone out of its own style-in terms of shape and design, some new models are no less inferior to joint venture brands. When it comes to BAIC Motor, its previous products can rarely be described as “stunning”, but today’s impression may be about to be overturned. Next, let’s start with BAIC Motor’s new small SUV Zhida X3. Let's take a look at the “hard power” of BAIC Motor's design.
Behind the scenes of the “Chi” family
Those who follow BAIC Motor may have noticed that since last year, BAIC Motor’s new products have a new naming system: previous models were named by letters + numbers. In September last year, BAIC Motor’s new compact SUV Zhixing was launched. After that, the products of BAIC Motor started the era of “smart” family. Today, the “Zhi” family has two new members: the medium-sized sedan Zhidao and the small SUV Zhida X3 that has just been unveiled.
As mentioned before, many Chinese brand auto companies have adopted the method of “inviting” in product design-by cooperating with international advanced design companies, or directly hiring internationally renowned designers to enhance the image of their products and brands. It can be said that this road has been successfully practiced in many brands, and has gained good results and reputation. And BAIC is no exception. In 2017, BAIC invited Lowie Vermeersch, the design director of the internationally renowned design company Pininfarina to join and formed an international design team of 150 people. Regarding Lowe's introduction, you can click on my colleague Xia Zhimeng's article “The transformation of a 100,000 yuan sedan chair. The design of the BAIC Saab Smart Road”
So how will the “Beauty of Metropolis” be embodied on the Beijing Auto Zhida X3? Who is this car designed for? Which designer’s “careful thoughts” are hidden in the car? Next, we exclusively interviewed the design team of Zhida X3, and let them talk about their “children”.
Zhida X3: How to meet the picky post-90s?
As we all know, when a new model is approved, the first thing to do is to establish user portraits and clarify user needs. So who is the Zhida X3 built for? For the design team, the answer to this question is obvious: As a small SUV, the mission of the Zhida X3, like its many competitors, is to win the hearts of the 90s .
In fact, the label of “post-90s” that the design team refers to is very general: the pursuit of youthful, sporty and high-quality lifestyles is now the mainstream consumer trend, and it does not specifically refer to the post-90s population. Combined with the model positioning of the Zhida X3, it is required that this car should deepen the label of youth and sports compared with other models of Beijing Auto and even the other two cars of the “Zhi” family. From the design point of view, how to make Zhida X3 inherit the family design language of “Beauty of Metropolis” while highlighting youth, sports and design sense , it poses a challenge for designers.
Speaking of young and sporty design, Frank Wu introduced his ideas and some “Easter Eggs” that we can hardly find in Zhida X3. It can also be seen from this that the designer has devoted great care to the Zhida X3.
Interior design: breaking the rules
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In the interview, he talked about the difference between the working environment in China and abroad. Frank said that there are the most critical and avant-garde consumers in China, which poses a challenge to the innovation ability of enterprises. For designers, this is both a challenge and a more challenging one. It is a stage for exerting one's own talents: here you can boldly realize your own innovative ideas. Indeed, in the face of such “picky” consumers and the world's number one automobile market like China, only by innovating and seeking changes and constantly improving the competitiveness of their products can they seize the opportunity to exert brand influence.