3 6 Ke·2025-09-18 01:55Core Viewpoint - The penetration rate of new energy vehicles (NEVs) in retail reached 55% in August, indicating a shift in consumer preference from traditional fuel vehicles to NEVs after a prolonged competition [1][3]. Group 1: Market Dynamics - The increasing variety of NEVs and improvements in product quality, pricing, and user experience are driving consumer adoption [3][4]. - The design and aesthetics of vehicles have become a primary competitive factor, with consumers prioritizing appearance over other features [6][10]. Group 2: Consumer Preferences - A survey revealed that 68% of consumers consider exterior design the most important factor when purchasing a vehicle, surpassing brand reputation and comfort [9][10]. - The trend shows that consumers are willing to compromise on comfort and space for visually appealing designs [10]. Group 3: Industry Challenges - Many traditional automakers struggle with the transition to NEV design, often resulting in unattractive models due to a lack of understanding of consumer preferences [11][19]. - The rapid pace of design changes in the NEV sector increases the risk of producing less appealing vehicles, leading to a phenomenon where brands may produce "ugly cars" [15][16]. Group 4: Leadership and Design - The aesthetic direction of a vehicle is often determined by the company's leadership, highlighting the importance of having a clear vision for design [19]. - Companies are encouraged to empower their design teams and avoid centralized decision-making to enhance the aesthetic appeal of their vehicles [19].