On December 29, Changan Automobile held the “Seeing Tomorrow – Constructing Future Emotional Space” 2022 First Changan Automobile Design Day New Design Concept Tasting Salon. Chen Dapeng, President of China Garment Association, delivered a speech at the event, and Wang Xiaofei, Vice President of Changan Automobile, delivered an opening speech. Su Yonggang, vice chairman of the China Fashion Designers Association, Professor Cai Jun, director of the Design Management Institute of the Academy of Arts & Design, Tsinghua University, Ma Yanqing, director of Thought Works, Shi Xiaoxi, a judge of Japan’s G-Mark Design Award, a well-known industrial designer, and Wu Weiqiang, founder and CEO of Waterdrop Automobile , Changan Automobile Modeling Design Institute General Manager & Changan European Design Center Chairman Mi Mengdong delivered keynote speeches respectively.
Wang Xiaofei, Vice President of Changan Automobile
In the roundtable forum of the salon, experts and scholars from all walks of life, including industry, academia, research, media, and users discussed “contemporary user needs and changing trends in design trends”, “how to better integrate emotional design with user perception” and “how to build The emotional space in the car” and other topics were discussed. In the current environment of turbulence and uncertainty in the industry, we can see the future with a forward-looking vision, inject confidence into Chinese auto brands that are truly committed to providing excellent products, advanced technologies, and high-quality services, and inject more certainty into the development of the global auto industry.
Great changes have come, Chinese design is showing its power to the world
“Combining the social characteristics and industrial development of the 21st century, a mighty great change has arrived. The advancement of science and technology is constantly giving this fast a new acceleration.” Su Yonggang shared his point of view. He believes: “Innovation It has become the core driving force for the sustainable development of the industry, what needs to be done in the future? What kind of lifestyle will there be in the future? What is the concept of fashion in the future? All of them require rapid enough innovation to adapt to the rapidly changing needs.”
Ma Yanqing, Director of Thought Works
In the context of new energy, product development ideas centered on user needs and car usage scenarios are the core advantages that better serve every traveler and win the favor of the market and users in the wave of the times. Ma Yanqing believes: “At present, the new generation of young people puts self-feeling in an unprecedentedly important position. Their lifestyles and emotional appeals are constantly changing, but what remains unchanged is that they will listen to their inner voice over and over again. The emotion of the moment is the pursuit of the ideal self. Only by exploring people’s emotional appeals and values hidden under the iceberg can we reach the essence through the phenomenon and weave it into a prediction of the future.”
Shi Xiaoxi, a well-known industrial designer, judge of Japan G-Mark Design Award
Shi Xiaoxi also agrees with the emotional appeal, he believes: “From products to space, to all aspects of life, when designers not only focus their imagination on specific items, the extension of imagination will bring us into a more fulfilling world. In the emotional intercommunication and innovative experience.” Wu Weiqiang analyzed the three eras of imitation, follow-up, and transcendence in China’s auto design experience, and the evolution of Chang’an’s design is the epitome of the changes in China’s auto design. From “old car” to “new car”, Chinese design is showing its power to the world.
Mi Mengdong, General Manager of Changan Automobile Design Institute & Chairman of Changan European Design Center
Finally, Changan Mi Mengdong gave a keynote speech, sharing how car design satisfies user emotions, how to create a “sense of place” in car space in a digital society, and emotional design. He pointed out: “The perfect integration of the sensory design that matches the emotional changes and the car space, allowing users to feel everything within their reach, is the core of future design.” The power of verticality—VIIA is the best interpretation of sensory design.
Only by paying attention to the emotional changes of users can we always keep pace with the times
With the advent of autonomous driving, the property of moving vehicles from A to B has weakened, and the property of moving space has become more prominent. Compared with large spaces such as homes and buildings, the small surrounding space in the car can bring more immersive emotional experience. After the keynote speech, the guests discussed the “emotional space” and expressed their views on topics such as “how to integrate emotional design with user perception? How to construct the emotional space in the car?”
Su Yonggang, Vice Chairman of China Fashion Designers Association
Su Yonggang believes: “No matter any design, any product, the most direct feeling of the user must first satisfy the psychological needs. Just like clothes, hanging in the window and wearing them are two completely different experiences. The design must be able to feel this kind of experience. According to the needs, design according to this logic to meet the different experiences of users. At the same time, only by continuously enhancing the forward-looking and future of the design can we present a design that is in line with the times.”
Ma Yanqing pays more attention to the needs of users under the iceberg. He gave an example. When cooperating with Changan last year, the survey found that users like to play script killing. Is it possible to make some interactive entertainment in the car, some fun games or ways to satisfy everyone. That is to return to the needs of users under the iceberg, and find the feelings expected by users, instead of being limited to some performances or pain points seen at the moment, in order to better communicate emotions logically.
Shi Xiaoxi pointed out that the key to car design is to get rid of the concept of “just a means of transportation”. As an emotional space, a car can indeed be extended. Now several forces are doing this, such as Changan Automobile, some new forces, and some technology industries are also designing from the perspective of emotion, so the future emotional space should be the interaction of various fields .
Tian Jiyu, deputy general manager of Changan Automobile Design Institute
Tian Jiyu, deputy general manager of Changan Automobile Design Institute, shared some stories about Changan Design. He now records his child’s voice in the car as a voice prompt in the car. Sometimes when he works overtime too late, he can hear the child’s voice in the car. Another example is light. Different light in the room can affect the mood, and the same is true in the car; there are also fragrances and sounds, which will give users different perceptions.
Human emotions come from many details. The sounds, smells, pictures, etc. in the car will form or evoke memories. For today’s users, emotional appeal is very important, which is a deeper bond that connects him with the car. “Changan Automobile is just starting. In the future, we hope to bring more emotional memory management to users. Of course, in the process of practice, some physical means will be used to express emotions. Only in this way can we A really successful design.” Tian Jiyu said.
From following to surpassing Changan Automobile to build an emotional space in the car
At the salon, “the interior design of the car should focus on the user’s self-awareness and the relationship between people and the car.” This is the common proposition of the participants, and it is also the original intention of Changan Automobile to build an emotional space in the car based on scene migration and interaction. where.
On December 28, the day before the salon, the first Changan Automobile Design Day 2022, “Reconstructing Imagination and Creating the Future”, kicked off, and Changan Automobile’s new design concept “Vertical and Horizontal Vientiane” was officially released. Based on this concept, the first mass-produced product Hengzhijing-Yida and the more forward-looking world premiere concept car Zongzhili-VIIA were also released.
Concept car VIIA
VIIA is a “gravity-free” digital space tailored for the new generation of users, conveying a sense of freedom without emotional burden. The synesthesia design that integrates emotions can enable users to obtain a more subtle and profound emotional experience. VIIA shows a possibility, which is to allow users to travel between the virtual and real worlds in the car. In the future, Changan Design will show more possibilities through synaesthesia design, to make users feel relaxed and comfortable in the world of anxiety; to make users feel hope and confidence in the world of struggle and motivation, and bring users Return to the ideal space of “sincerity, beauty and kindness, wisdom and pure love”.
Wu Weiqiang, Founder and CEO of Waterdrop Auto
As Wu Weiqiang, the founder and CEO of Waterdrop Auto, said, from “old cars” to “new cars”, it is not just as simple as electrification and intelligence. With the comprehensive transformation of Changan Automobile to electrification, intelligence, and digitalization, and the continuous breakthrough and evolution of technology, automobiles have been given a deeper definition, from a simple means of transportation to a fusion of the physical world and the digital world and a place that grows together with users. “Intelligent life form”.
Changan Automobile uses more forward-looking design thinking to respond to the diverse and rapidly changing user needs, and uses the brand-new “Vertical and Horizontal Vientiane” design concept to let the outside world see the power of Chinese design to “reinvent the car”. In the ups and downs of the automotive industry, the design of autonomous vehicles from imitation, to following, to surpassing, is not achieved overnight. victory. In the future, we will also bravely move towards the next victory.
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