■ Introduction of design team and designers
We have done the design interpretation of Baojun 310 and Baojun 510 before, and I believe everyone has a preliminary understanding of Baojun’s design team. It is not difficult to find that Baojun's products have become more bold and avant-garde in design in recent years. Especially Baojun 510, it is not an exaggeration to describe it as “radical”, as if a rough uncle suddenly became a trendy man one day, completely subverting people's impression of SAIC-GM-Wuling models. And all these changes are related to one person, Gao Chenwei.
Gao Chenwei is one of the first batch of Chinese designers to go abroad for further study. He studied at the prestigious School of Design and Art at Coventry University in the UK. After graduating, he served as a designer and manager for Pan Asia Automotive Design Center, as well as foreign design offices in the UK and Italy. At the same time, he has served as a design director for three companies in China, namely Youth Lotus, Geely Automobile and General Motors China. Gao Chenwei, who has nearly 15 years of experience in the industry, can say that he knows well about international automobile design and how to create a product that adapts to the Chinese market.
The Baojun 510 once set a miracle with a monthly sales volume of nearly 60,000 units, and was hailed as another sacred car. Its success has given the design team great confidence. Perhaps it is precisely this way that we have seen the more exaggerated Baojun RS-5. In Baojun RS-5, there are many design elements similar to Baojun 510. Gao Chenwei believes that since the market feedback is good, it shows that these design elements are worthy of refinement and precipitation.
As the design director and general manager of the forward-looking design center, as well as the chief designer of this model. In this project, Gao Chenwei is more as the core of a project to draw all resources and coordinate the cooperation of multiple departments, similar to the role of a director in the film industry. There is no doubt that with the emphasis on design by Chinese brands in recent years, designers have also gained more say in the development of new cars. This is a good thing. The role of “artist” has long since become a thing of the past.
■ “Family design is too risky for Baojun”
Although Baojun’s products have performed well in the market for a long time, except for the brand LOGO, each car is basically not identical and has not formed its own family design. In this regard, Gao Chenwei believes that for a young brand like Baojun, it may not be a good thing to define the style so early. It is too risky to create a family design without a certain amount of precipitation.
Of course, young people have young capital, and Baojun is not afraid of making mistakes and is brave to try. Although the matryoshka design is relatively popular, the design team believes that it is not necessarily suitable for Baojun. Subsequently, Gao Chenwei added that the team will definitely form a system to build the family DNA, so that everyone feels that each model of Baojun is like a relative, “like” each other, but it is not a doll-like design.
Now that SAIC-GM-Wuling's design centers are all in China, Gao Chenwei believes that whether it is hiring foreign designers or setting up locations overseas, it is an idea to provide consumers with good products. The truly successful styling design lies not only in the “overseas strategy”, but also in the in-depth understanding and digestion of domestic consumer demand, formulating a systematic and complete design concept and implementing it well.
■ Positioning and front face design of Baojun RS-5
RS-5 is a new generation of Baojun SUV, and manufacturers call it the beginning of brand innovation and upgrade. If Baojun’s previous models have the same cost-effectiveness and large space as the main selling points of Wuling, now it is necessary to add “appearance” and “grade sense”, otherwise it will talk about “upgrade”.
After several years of development, Baojun has a very large number of products, with more than 10 models on sale. A closer look reveals that the price threshold of all its models is basically less than 100,000 yuan. After fulfilling the basic needs of market survival, how to make the brand upward has become a topic before Baojun, and RS-5 is Baojun’s answer to the market. The price of this new SUV is likely to start at 100,000 yuan and become Baojun. Flagship.
As an ordinary user, seeing a car, the judgment of beauty may be a momentary thing. From the perspective of a designer, there are some basic rules for measuring and judging the beauty of a car. They will pay attention to the proportion and posture of the car, the shape treatment and the detailed design, so that users can stand 50 meters away or stand. The design sense of the vehicle can be felt within 1 meter.
The “Interstellar Geometry” design language is composed of two parts. Among them, the Interstellar is a relatively abstract and conceptual definition, which is mainly reflected in the two detailed designs of “squinting” and “Star Grid”. Gao Chenwei said that he would not deliberately simulate some graphics and symbols, let alone add so-called Chinese elements mechanically. In his opinion, that is far-fetched and belongs to a relatively low-level design technique. He prefers to use an abstract and conceptual approach to interpret Eastern aesthetics.
The other part of the design language of “interstellar geometry” is “geometry.” According to the design team of SAIC-GM-Wuling, geometry is a design technique that can be quantified and visualized. Many brands are pursuing streamlined design, but Gao Chenwei hopes that the image of Baojun's new car will let consumers feel the recognition and strong visual impact, so they must have their own set of design language.
The determination of design trends is a compulsory course for designers, as well as the choice of design style. For Baojun RS-5, it chose a tough, concise, geometric style, which looked like a big adventure, but it was not a rash choice without basis. The success of Baojun 510 is the source of confidence. If you say which Baojun model can best advertise the user's personality, it is undoubtedly the more high-profile and ostentatious Baojun RS-5 than the Baojun 510.
■ Proportion! proportion! Still proportion!
Before Baojun RS-5 began to design, the team did in-depth user research. The survey results show that for consumers, the most important thing for consumers to buy new products is appearance, and the proportion of the body is a very important part. Therefore, Baojun's design team has put the most effort into this aspect.
Looking at the body size, the length, width and height of the Baojun RS-5 are 4570/1870/1705 (1720) mm, respectively, and the wheelbase is 2700mm. The body width of 1870mm surpasses the mainstream models of the same level (Haval H6 is 1860mm, Trumpchi GS4 is 1852mm, Roewe RX5 is 1855mm), coupled with a lower body height, forming an just right aspect ratio. The overall visual effect is lower and more sporty.
The tire specifications of all Baojun RS-5 models are 225/55 R18. The 18-inch wheels and the 2700mm wheelbase form a coordinated SUV body proportion. The 225mm tire width also makes the vehicle look more stable and more powerful. In addition, the rim adopts a sharp geometric cutting shape design, which brings a good visual effect.
In addition to the details mentioned above, there are other interesting places on the side of the body of Baojun RS-5 waiting for us to discover. For example, its appearance does not use a lot of chrome decoration like the models on the market, but try to use black decorative strips. The purpose is not to save costs, but to enhance the sporty sense of Baojun RS-5.
In fact, the Baojun RS-5 taillight not only adopts a through-type shape, but also all integrated on the tailgate. This design is a challenge to the manufacturing process and the later manufacturing cost. After repeated meetings and repeated discussions, the team finally decided on the one that everyone sees now. Although the cost is higher, this integrated through-type design is more complete and more recognizable.
■ Interior decoration focuses on texture and operating experience
Entering the car, it is found that the interior style of Baojun RS-5 is completely different from the exterior. Compared with the exterior, it creates a gentler home atmosphere. In terms of design language, the designer calls it “starship-enclosing cockpit”, which echoes the “interstellar geometry” of the exterior.
If its appearance resembles the Baojun 510 in many ways, then when it comes to the interior, the Baojun RS-5 is more straightforward, with stiff lines and sharp edges. Therefore, the home is mainly derived from the atmosphere created by color matching, and looking at the details of the design, Baojun RS-5 can be described as showing sharpness everywhere, this style is more in line with the aesthetics of young consumers.
The Baojun RS-5 center console adopts an obvious asymmetric design, and the screen orientation, air conditioning vents, and button controls are all driver-oriented designs. Ensure that the driver can easily complete key operations and controls without strenuously adjusting the sitting posture. The designer believes that models at this price are driven by the owners themselves, and the owners should give priority to ensuring the pleasure and comfort of driving.
The large area of Baojun RS-5's center console, door panel and armrest box are made of soft materials. The proper piano paint and matte electroplating decorations are used to enhance the visual and tactile texture experience. The flat-bottomed three-frame steering wheel design is further Highlight the sporty and youthful style. Therefore, the exquisite sense of Baojun RS-5 runs from the exterior to the interior. If you want to achieve brand-up, you must first achieve product-up.
In the view of Gao Chenwei and his team, Baojun RS-5 needs to be upgraded, but the traditional advantages of Baojun models cannot be lost. A very important part of it is space. Product upgrades and maintaining traditional advantages are a double test for the design team. This requires Gao Chenwei to coordinate the engineering team and the project team to balance the relationship between cost, engineering, and styling. The ultimate goal of all this is to let users do it. Don't get into any tangles when choosing.
Full text summary:
As a young Chinese car brand, the Baojun brand must have a strong design language feature in order to stand out from the Chinese and even the world's car brands without a long history. At the beginning of the development of Baojun RS-5, Gao Chenwei and his team knew this well. Therefore, we have seen such a high-profile Baojun new car. Now the question is, are you satisfied with this look? I look forward to seeing everyone's views in the comments. As for whether it can become another “sacred car” manufactured by Baojun? We expect to know the answer by the end of this year.