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别再造丑车了行不行
创业邦·2025-09-20 11:09

Core Viewpoint - The article emphasizes that the competition between traditional fuel vehicles and new energy vehicles (NEVs) is shifting in favor of NEVs, with a retail penetration rate reaching 55% in August, indicating a significant market transition [5][7]. Group 1: Market Dynamics - The supply-side explosion of NEVs has played a crucial role in their increasing market share compared to traditional vehicles [5]. - The growing variety of NEV options and improvements in product quality, pricing, and user experience are driving consumer preference towards NEVs [7]. Group 2: Importance of Design - A key factor influencing consumer purchasing decisions is the aesthetic appeal of vehicles, with design becoming the primary competitive advantage in the market [9][10]. - The article highlights that many new models are failing to attract buyers due to poor design, which is increasingly linked to sales performance [10][12]. Group 3: Consumer Preferences - A survey indicates that 68% of consumers prioritize exterior design over other factors such as brand, comfort, and technology when purchasing vehicles [12][14]. - The trend shows that consumers are willing to compromise on comfort and space for visually appealing designs, reinforcing the notion that "beauty is justice" in the automotive market [14]. Group 4: Design Challenges - The article discusses the challenges faced by traditional automakers in adapting to the new design logic required for NEVs, leading to a proliferation of unattractive models [16][18]. - The pressure for frequent design updates in a competitive market has resulted in a higher risk of design failures, with many brands struggling to maintain aesthetic appeal [20][21]. Group 5: Leadership and Aesthetics - The aesthetic direction of a vehicle often reflects the vision of the company's leadership, with CEOs playing a critical role in determining design standards [23]. - The article calls for automotive companies to empower their design teams and avoid a top-down approach that stifles creativity, emphasizing that successful brands will have strong aesthetic sensibilities [23].