[YesAuto Design Decoding] On June 6, 2018, the BMW Group officially announced that Rolls-Royce design director Giles Taylor has officially resigned. This time distance is the first Rolls-Royce designed by him. The Cullinan SUV was released (May 10) in less than a month.
Soon after, on September 7, 2018, China FAW Group Co., Ltd. announced that Mr. Giles Taylor, the former Rolls-Royce design director, has officially joined China FAW as the vice president of global design and chief creative officer. (CCO), responsible for the styling creativity and design experience of the Hongqi brand and China FAW's brands.
About Giles Taylor
Giles Taylor, graduated from the Royal College of Art in London in 1992, majoring in vehicle design. He was a designer at Citroen and was responsible for the design of Citroen Xsara and the C3 concept car. After that, he worked at Jaguar for 13 years as a core designer. Responsible for the design of a series of models such as XJ and XK.
After Tyler joined Rolls-Royce in 2012, he served as the design director, leading the design including Phantom, Shadow, Phantom, and the first SUV model Cullinan. It can be said that he is one of the designers who know best about top luxury cars today. One.
As a designer of the world's top luxury car brand, it feels a bit strange to leave shortly after an important product is released. As a spokesperson for Rolls-Royce Design, Taylor's role is extremely important. If he stays in the company, it will be the core of promoting this new SUV. However, regardless of the reason, this is a good thing for Hongqi. So let's take a long-term view and imagine what kind of spark this former Rolls-Royce designer can make with Hongqi.
The red flag is promoted by history and bound by history
The red flag that Taylor will join is China's most high-end and most luxurious car brand. It has an almost irreplaceable position in the hearts of older people. It has also played an important role in the development of China's auto industry. The development of the Hongqi brand has experienced the initial glory and the decline of the middle road. After several ups and downs, he is now facing an unprecedented change.
Due to the special status of the Hongqi car, it has been in a state of small-scale production, which to a certain extent also restricts the development of the Hongqi car. Especially after the reform and opening up, the Chinese people have seen the pace and rhythm of the development of the world automobile industry. In comparison, Hongqi has exposed more disadvantages. The quality could not keep up, the manufacturing cost was too high, and the external sales did not make money, so it was discontinued.
After the turbulent Hongqi resumed production, it has used OEM production for a long time to manufacture vehicles. The design has completely lost its own style, and slowly faded out of people's sight.
Nevertheless, the essence of Hongqi has not been lost for many years. In 2009, the appearance of Hongqi Hongqi CA7600J inspection car made people shine. This is still a Hongqi, and it is also a very good embodiment of the modernization of Hongqi cars. Independent innovation in design is worthy of recognition.
However, in the hearts of Chinese people, the red flag still remains on the impression of inspection cars and official cars. Although there have been some changes, the Hongqi L7 and L5 are not easily available to ordinary people, and the Hongqi brand is still too far away from consumers. So Hongqi really needs something new.
The new red flag is younger
On January 8, 2018, on the occasion of the 60th anniversary of the founding of Hongqi, FAW Chairman Xu Liuping officially released Hongqi's new brand strategy in the Great Hall of the People. At the same time, Hongqi also announced the latest future-oriented design concepts and brand new car logos.
At the same time, the official said that by 2025, 17 new models will be launched. By then, its target annual sales will be 300,000 units. By 2035, its planned sales will reach 500,000 units, indicating that Hongqi is getting rid of the impression of “official cars” and will be even more Pay attention to more open markets.
Subsequently, Hongqi brought unprecedented rich exhibits at the 2018 Beijing Auto Show. While including top-level customized models and business cars, it also involves the field of younger cars and SUVs. Compared with the previous official car image, many new products appear more grounded.
The Hongqi E-HS3, which is positioned as a luxury compact SUV, made its debut. This is the first time that Hongqi has launched a low-level SUV in recent years. It will also be a pure electric product. At the same time, it will be positioned as a luxury brand mid-size car Hongqi H5. It was listed at the Beijing Auto Show, and the vast majority of netizens recognized the price of the car, believing that this is a red flag that belongs to ordinary consumer groups.
What can Giles Taylor bring to the Red Flag?
Mr. Taylor's work experience and industry influence are highly matched with Hongqi's needs. With rich work experience in styling design for brands such as Rolls-Royce and Jaguar, he has his own unique insights on how to create high-end brand styling. Perhaps Hongqi now lacks such a finishing touch in design.
After officially joining China FAW, Taylor said: “I am very looking forward to starting a new professional journey in China FAW. Hongqi is a long-established Chinese automobile brand with rich cultural diversity. These characteristics provide Hongqi with a new light in the new era. With a wealth of elements and inspirations, we look forward to cooperating with the team of China FAW to achieve the mission of the new Hongqi brand.”
This gentleman, born in Somerset, England, probably understands Rolls-Royce no one better than him. The fascinating thing about Rolls-Royce is not only the luxurious design, and the century-old history it carries, but also the eternal achievements of those outstanding car owners and their lives. This is why Rolls-Royce is so popular among royalty, nobles, celebrities, political and business celebrities.
But how to absorb the cultural accumulation of Hongqi is the most important problem for Giles Taylor, and Hongqi is not a simple automobile brand. In a certain way, he also holds a political mission. In other words, how much power Taylor can have in the red flag also determines the future design direction of the red flag.
Moreover, Hongqi is undergoing transformation, and it is equally important to understand the current national conditions in China and to speculate on Chinese young people. Hongqi has no shortage of design language, especially after the release of the concept of “noble, extreme and artistic conception”, there are too many Chinese elements for Giles Taylor to explore, and how to choose and use it is not simple.
Written at the end:
I really like Giles Taylor’s attitude towards Rolls-Royce: “One is not to cater to the public, but the public is coming to us; the other is that the car is like a human being. When you buy a Rolls-Royce, you will naturally become It is part of the image of Rolls-Royce.” However, Hongqi now needs to go to the public. How to be dignified depends on Taylor's ability; and if you want to become a part of the image of Hongqi, I think everyone is looking forward to it.