[YesAuto Design Decoding] Speaking of France, many Chinese people will think of that country in central Europe. Paris is full of romance, Provence is full of lavender and the wines of Burgundy. When it comes to luxury goods, France is even more prosperous. There are too many big names from France such as Channel, Hermès, LV and Van Cleef & Arpels. But when you mention French cars, it seems that there are not so many fond memories for Chinese consumers. The term “applauded but not popular” may be used here appropriately. Now, as they become more aware of the Chinese market, the design of French cars has become more and more in line with the preferences of Chinese consumers. How to prove this? The new Peugeot 408 responded to this question with a mid-term facelift.
-Unpredictable Frenchman and French car
From the perspective of car usage habits, Europeans and Americans are completely different. Since the streets of many ancient cities were designed for carriage by carriages in the early years, they completely lost to the spacious roads of the United States in terms of width. The car culture born in such a car-using environment is especially favored for smaller and convenient parking vehicles.
Looking at the European auto industry powerhouses, the French are undoubtedly one of the models who like small cars the most and least need big cars. Whether it is Britain or Germany, there are local brands producing large cars and large SUVs. However, if we look at French brands, whether it is Peugeot, Citroen or Renault, you can't see large-size models appearing in their product lists. These three brands are well-known for making small-sized cars.
So what are the characteristics of French cars? If it is a larger car, first of all it is elegance. For example, the previous Peugeot flagship model 607, the slender and slender shape makes it look very elegant whether it is driving on the road or parked there quietly. Although it has a sporty atmosphere, it is not so obtrusive. It is the impression that the relatively large French cars of the previous size will leave us.
But relatively speaking, the smaller models of the French brand are the main products, especially the hatchback shape that is deeply rooted in the hearts of the people and is favored by many Europeans. After the joint venture with Dongfeng, the first model Peugeot introduced into domestic production was the Peugeot 307, which was very popular in Europe at that time. However, worried about the acceptance of hatchbacks by Chinese consumers, the domestically produced Peugeot 307 was changed to a sedan.
At that time, the Chinese private car market had just risen, and everyone's styling of cars was still in the traditional sedan stage. Therefore, in order to cater to the Chinese market, such as the sedan 307 and Fukang 988 came to the country and were forced to “butt”. The phenomenon will appear. However, at that time, Chinese consumers' demand for automobiles remained more in the distinction of “with or without”, so they had a higher degree of acceptance in terms of aesthetics. I believe that in today's Chinese market, this kind of forced trunk will definitely be criticized.
In today’s automobile market, the designs of many brands are shifting towards younger and sportier designs. Whether it’s compact cars or mid-sized cars, even medium- and large-sized cars, there is a trend towards hyper-sports changes. It is unthinkable in the automotive market. The new Peugeot 508, which was released overseas not long ago, as Peugeot's latest flagship sedan, brings a refreshing design style to everyone.
The replacement of a brand’s flagship model often heralds the transformation of the family design of the entire brand. Whether it is Mercedes-Benz S-Class or Audi A8, after the first use of the new design language, the younger brothers of the family have also kept up when they are updated. From top to bottom, the dress-up mode is turned on.
However, the Peugeot 408, which was born in the PSA Asia R&D Center, is completely led by designers in Shanghai from project establishment to final production. As a product developed for the Southeast Asian market, is it really necessary to maintain completeness with the family’s latest design language? Is it consistent?
-What changes have been made to the newly redesigned 408?
The new 408 was unveiled at this year’s Chengdu Auto Show, which was slightly later than the release of the new generation of 508. Therefore, if the cost is not considered, it is completely feasible to upgrade the new 408 to the latest family design language, but why not?
And another important reason is that in the Chinese market, it is not that the more sporty and dynamic cars sell better, on the contrary, whether the sports and dynamic cars are domestically produced or imported, they all mean “niche”. . Of course, this is only a more positive statement. If it is more straightforward, it means that it is not selling well.
Therefore, although there is nothing wrong with being younger and more athletic, for Chinese consumers, too much is too late, and how to grasp the degree is very important. The Peugeot 408 is a compact car. Generally, most consumers who buy this level of car are buying cars for the first time. For them, a car is more than just a transportation tool. It may be the largest home after the house. Therefore, IKEA, IKEA, and the ability to play different roles have become their favorite places when buying a car.
The center of gravity of the entire front of the car is low, and the stratification is particularly obvious. The larger air intake grille makes the whole front of the car very full, and the overall shape is younger and sportier than the old model, but this change is just right. It will give people a frivolous feeling because of being too dynamic, suitable for both home and commercial use.
The design concept of IKEA is not only reflected in the new 408, but also the new generation Peugeot 508, which will debut in China next month. From the online declaration map, we can see that it not only lengthens, but also cancels the frameless door design. But in fact, the domestic version of the 508L and the European 508 are actually two completely different models. Although they share a family design language, the domestic 508L is not so sporty, and the hatchback body design is also cancelled, interpreting IKEA and IKEA. Interpretation in place.
to sum up:
Although the new 408 is only a mid-term facelift, the updated family design makes it younger and more sporty. Not only that, the design concept that can be used for both commercial and home use will not let it be too sporty. As a result, people who need to use it for business abandon it. It can be said that Peugeot has become more and more aware of what kind of models Chinese consumers need. As for the suitability of its design concept, I believe its market performance will give a strong answer.