汽车设计原创

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自主品牌的设计觉醒不能倒退
Zhong Guo Qi Che Bao Wang· 2025-06-11 09:55
Group 1 - Xiaomi's automotive design strategy involves borrowing elements from high-end brands to create a perception of luxury, as seen with the YU7 model [2][3] - The market for electric vehicles priced above 300,000 yuan has grown by 47% year-on-year, while the segment below 100,000 yuan has shrunk by 19%, indicating a shift towards high-end offerings [3] - The design of Xiaomi's vehicles, such as the SU7 and YU7, has attracted significant attention, with the SU7 achieving over 60,000 orders in its first month, primarily from first-time buyers under 30 [3][4] Group 2 - The automotive industry is witnessing a trend where new brands adopt classic design elements from established luxury brands, leading to a potential challenge of design homogenization [4][6] - A significant portion of consumers, 68%, perceive Xiaomi vehicles as lacking uniqueness, with this sentiment being even stronger among older demographics [4] - The cultural significance of design elements from luxury brands is highlighted, as they represent a brand's heritage and values, which cannot be easily replicated [6][9] Group 3 - The younger generation, particularly those born in the 1990s and 2000s, prioritize unique design over traditional luxury symbols, indicating a shift in consumer preferences [7][10] - The evolution of automotive design is being driven by technological advancements, allowing for more creative freedom and new design paradigms [9][10] - The transition from imitation to original design is crucial for domestic brands to establish their identity and compete on a global scale [10]