Do you know what kind of Chinese brand cars will be after ten years?

Some time ago, with the opportunity of the 2017 China Automotive Design (International) Summit held in Shanghai, I had an appointment with the big coffee designers of some domestic Chinese brands. You don’t think about it. I’m just talking about chatting and seeing what their car looks like in the next 10 years. Do you think there is no use for this? Then I have to tell you the identity of these people: Here are the first generation of SAIC-Langyi, now the "daddy" Shao Jingfeng of the Roewe RX5, GAC Chuanqi GS8's "Papa" Zhang Fan, Chang'an CS75's "daddy" Chen Zheng and others, according to Do they feel useless when they are in their own company?

At the automotive design summit, designers will make forward-looking predictions and ideas for future travel solutions. Some people may feel that there is not too much dry goods for 20 minutes per person (chui). However, from their speeches and the private exchanges after the meeting, I unknowingly touched on the same thread. Although everyone adopts different methods, they all seem to be working towards a common goal: humanistic care and emotional experience.

What are the Chinese brands of cars in the next 10 years

The question of “What kind of Chinese brand cars will be in the next 10 years?” seems to be very large and empty, but the issue I throw at it has led to “more intense” discussions among these designers. Of course, the discussion process will not be repeated to you. I have cleared all kinds of interlaced information and found that the whole can be divided into three phases: change, intelligence, and sharing.

- How can a Chinese brand change?

If ten years ago, a group of design directors gathered around to analyze the corporate strategy, this is a very difficult picture. Once we thought that the designer was nothing more than drawing good-looking drawings and instilling his own creative inspiration to provide pleasing works for everyone. However, until now, only a qualified designer can be drawn. A good designer can also Need to add some other content in their own work, this is the designer's own changes.

In addition to the designer's changes, their products are also changing. The current Chinese brand seems to have developed into a bottleneck period. We have passed through the era of relying on configuration to win, and gradually through the design can seize the market share of some joint venture brands. Then how to develop it becomes the most realistic question before the Chinese brands.

There is another way to change, is to enhance the user experience of the original brand, whether it is the exterior design or the interior of the vehicle, or some other factors such as lighting, configuration, etc., through these substantial changes, so that consumers Feel the changes that have taken place in this brand.

Of course, whether it is Chang'an or WEY, it is in the traditional sense to complete self-improvement by upgrading product competitiveness to achieve the goal of brand up. However, some companies are involved in the personalized design of their own car by allowing consumers to participate more in the production process to achieve an increase in emotional experience. Among them is the 3D printing technology that JAC will mass-produce.

So what is the solution to this problem? JAC has turned its sights on a new technology: 3D printing. At present, this technology has been put into use in the production of some small products, and has achieved good results, but it is rarely used in the automotive heavy manufacturing industry.

In March of last year, JAC's 3D printing program successfully won the EU Technical Committee's "Horizon 2020", an openly-recruited project for future new energy travel solutions, and received 2 million euros in financial support. Next year, this technology will be officially put into use, and the mass production models will also meet with you. Driving a car of their own design, this is essentially similar to the self-modification of a car after it was bought, and it is a kind of personalized performance. It increases customer involvement when buying a car. In addition, the car I designed was like my own child. Is it more intimate when the “dad” is personal? This is a kind of "humane care" that is more intelligent to satisfy the user experience.

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After the change, it must be intelligent and shared

- Intelligence is the ultimate goal of major Chinese brands

If reform is just a process that Chinese brands need to go through at this stage or in the short term, what about the medium to long term? If a car company does not have a long-term plan, it will easily be eliminated in this ever-changing era. I know that a medium and long-term plan for a company must belong to the company’s core secrets. Of course, the directors present will not tell me about the company’s confidential information to me or other people, but from their few words, I am keen to find out that everyone’s Car intelligence is quite promising.

For Western countries, the history of more than one hundred years has allowed cars to integrate more into people's lives. As a common tool, they have become the solution for people to travel. In China, cars are given more meaning. It is a display tool that can demonstrate the owner's identity and status. So in China, the performance of a car can be a space concession, and everyone hopes to get a car that looks luxurious in appearance.

The difference in appearance and interior is also the demand for car users in China. Today, in the case of convergence of technologies, only brand differences are achieved through design. For example, in the GAC Group, the design language of the future will include more emotional content outside the outer zone, so that the design will be tagged and the vehicle will be emotional. The gradual loading of their smart car mates "Guangxiaolu" is a manifestation of car intelligence.

In addition to Guangzhou Automobile's "Guangxiaoxiao", similar products can also be found in SAIC's products. When the Roewe RX5 was first launched, it focused on the concept of “the first mass-produced Internet car”. The Zebra’s Zhizou network-linked system is now also used on SAIC’s new MG6, with the number of More and more, this system will be constantly improved.

Perhaps many Chinese brands still have many unexpected ideas in the mid-to-long term planning. However, judging from the current development trend, intelligence may be the best way to turn cars into good partners and enhance humane care and emotional experience. . When the car is no longer just a means of transport, but a role similar to a travel assistant, do you expect to have such a good partner?

- Will it be the end of the car's development?

Although smart cars are very exciting, but it will be the end of the visible car development? the answer is negative. Car intelligence is necessary, but it does not mean that when the car develops into intelligence, it will stagnate.

Weima Motors, as an emerging vehicle manufacturing company, benefited from the founding of its founder Shen Hui in the automotive industry. Since its launch, it has attracted considerable attention from insiders. Although their first production car will be unveiled until next year, as the release date approaches, their concept of building a car is more and more visible to us.

Maybe you think this is just a gimmick. There is no practical use for it, but when it comes to sharing, it is very convenient. Imagine a Weimar car you drive or rent or a relative or friend. As soon as you are close to the vehicle, it will automatically adjust the stored seat position in the cloud, lighting and music preferences and navigation information in the destination It's just as easy as driving your own car. Are you mad?

The time to implement these functions is not far away. I believe that these features will be implemented one by one after the launch of the first production vehicle in Weimar next year, so for Weimar, sharing is a new brand that has entered the Chinese auto industry. trump card. Super ID provides customers with a better personalization experience. Although the basis of its role comes from the sharing of cars, in fact, behind this, we can see the humanistic care for customers.

When the vehicle is smart enough, the virtual “personal assistant” can help you adjust the various vehicle settings stored in the cloud before you get in the car, and then carefully plan the travel route for you, combining the auto-driving function of the vehicle, just think As soon as I think of these conveniences, I will gladly accept the car sharing. What about you?

to sum up:

Through the dialogue with these big coffee-class figures in the design field, we can actually see that although everyone has their own views and their own development routes, the results they expect are actually similar and they all hope to adopt their own methods. To make products not only attractive, but also to achieve a higher level in terms of humanistic care and emotional experience, this is a future trend jointly proposed and recognized by Chinese elite designers.

In the era of convergence in the automotive industry today, how do Chinese brands overturn or even change lanes? Chinese elite designers have found a way to fit Chinese brands themselves. Compared to the local development of foreign brands and the development of local brands and the study of Chinese preferences, local designers who grew up in China know more about what Chinese people like and Chinese consumption. What people need, but also really understand what kind of humanistic care to increase in the hearts of consumers can resonate. So you will look forward to future Chinese branded products? At least I'm tempted.

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