Automotive Black Technology Chapter 214: :On the importance of appearance
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The price offered by Beiqi to Ran Anault is not low, but these crooked nuts are not stupid. After they understand Beiqi’s situation and the current status of the domestic industry, they are not satisfied with the current remuneration. .
What caused Jean-Arnault to be so arrogant? This matter has to start with the car design itself.
What is the first thing that attracts consumers about a car? Or it’s better to ask: Where do people’s main impressions of a strange car come from?
Of course it’s the appearance!
The performance of a car can only be known after the car owner has experienced it for a long time. But appearance determines consumers’ intuitive impression.
This is the same as finding a girlfriend. You can only gradually understand your personality after getting along for a long time. But looks and figure determine whether you will pursue her or not. Is there anything wrong with what you say?
So whether a car is beautiful or not greatly affects its reputation in the market.
Looking at today's automobile market, there are too many examples where appearance determines car sales. If you must make a list, then this list can fill an A4 page in the smallest font size.
Take the biggest beneficiary of winning the market with appearance, Korean car brands.
The modern eighth-generation Sonata wants performance but not performance. In terms of technology...that's all. However, the success of this car's appearance directly laid the foundation for its great sales.
After the upgrade, the Sonata's sales went from tepid before to becoming the best-selling model of the year. Nearly half a million units were sold in the global market that year! The new Elantra, which is based on the design language of the eighth-generation Sonata, has sold more than one million units worldwide.
Of course, the success of the Elantra is also related to its positioning and price. But the appearance is also a major plus point for hot sales.
There is also Kia's K5. This car... really represents the pinnacle of Korean car design. Don't get me wrong, there is no compliment at all here.
This car has frequently experienced various minor problems since its launch; such as the abnormal noise that can never be solved, and the sheet metal that is as strong as an ice cream crispy bucket...
And this is a proud car. How long it can be driven without breaking down depends entirely on the character of the car owner.
The chassis is not good, the control is not good, and the power is insufficient. Except for the fancy appearance that looks like the long-legged oppa in Korean dramas, the whole car can be said to have no highlights.
But with this car shell, the K5 also caused a **** storm in the mid-size car market.
There are countless examples of an ugly appearance ruining a car.
In the time and space before the course of automobile history changed, the Volkswagen Golf was launched in 1974. After six generations, it has been strong in the European and American markets for more than 30 years and occupied 60% of the market of the same level in Germany. Share models. The model is classic, the leather is durable, and the quality is outstanding. These are almost words specifically used to describe this car.
However, after entering the Chinese market, this popular European sales champion suddenly fell from heaven to hell. After several consecutive years of recession, China has reached a state of semi-stop production.
Why? Part of the reason may be related to Volkswagen's desperate pricing at the time. But the deeper reason is that the appearance of golf does not meet the Chinese aesthetic standards.
To put it bluntly, it's ugly.
There is also the Suzuki Liana in this time and space. This car is a very important part of the Suzuki Group's globalization strategy. Whether it is space performance, fuel economy, practical and rich configuration, and pragmatic overall style, it can be called a good word.
But in China, this car was sold off the assembly line after only two years. Why? The appearance is too ugly...
Although Xu Guangsheng has problems with his character, his mind is still clear. The company has also summarized the reasons for the failure of several Beiqi cars before. The mediocrity in appearance design is an eternal pain in Beiqi's heart.
Now, Xu Guangsheng, who is rich and wealthy, wants to feel proud and proud of himself and build a car that is incomparably beautiful.
That’s why he hired Jean-Arnault’s design team with a high salary, striving to make the Shengshi C-class an instant hit in terms of appearance.
Ran Annuo also knew what Xu Guangsheng and Beiqi were thinking. And he also knows that there are no designers who can be called upon in the current Chinese automobile industry.
So after two days of inactivity, he proposed a raise.
Xu Guangsheng was also very angry at these uncles, but the situation was pressing. In order to win the Shengshi project, he promised to go offline within half a year.
So he could only hold his nose and admit to Jean-Arnault's extravagance.
After receiving a promise of nearly nine figures in reward, Ranano was satisfied. He woke up a few drunkards who were stuck on the sofa in the office with loud mouths, and started working on the new design of the Shengshi C-class.
It must be said that the work enthusiasm of the Jean-Arnold team, who made a lot of money, has greatly increased. It only took more than a week to finalize the appearance of the car and send it to Xu Guangsheng's desk.
However, Xu Guangsheng frowned when he looked at the round car model on the renderings.
This... is a little too dull...it's round, but it looks quite cute.
"Mr. Jean-Arnault, is this model too rounded? Although the Chinese value moderation, it doesn't work without any sharpness."
The translator stood on tiptoe, whispered a few times in the ear of the bearded Ran Arno, and translated Xu Guangsheng's words.
"Oh! My sir, this is the most popular design language in Europe at the moment. Looking at the shape transformation of cars, you may find that it is a process from round to square, and then from square to round. The most popular thing at present is to use roundness to express the smoothness and elegance of a car. Especially for this executive-level car, it is simply the most appropriate to use this design language. ”
When Xu Guangsheng listened to the translation and combined with the renderings, he actually felt a little bit more pleasing to the eye.
Over there, Jean-Arnold was still boasting endlessly. According to his description, this car should be designed like this, as if any change was a blasphemy to the beauty and irresponsibility to the project.
Xu Guangsheng is not a fool. The contract he signed with Ranaud allowed him to unconditionally modify the design three times. The smaller the modifications to a model, the better it is for the design team.
If you let yourself go, you have to say that the design of the car is perfect.
But Ran Annuo's words just now still had some effect. Xu Guangsheng looked at the drawings in front of him and couldn't make up his mind for a while.
One of the many nonsense words of Ran Anault, he quite agrees with, and that is the positioning of Shengshi C-level.
As a government administrative vehicle, it really shouldn’t be too ostentatious.
It's appropriate to be low-key.
It was under this contradiction that Xu Guangsheng called his secretary.
Since taking over the Shengshi project, the media has been enthusiastic about it one after another, which has created an image of him as a backbone in the automobile industry. So in line with the current situation, Xu Guangsheng established his own Weibo.
However, he does not spend time on Weibo. Instead, his secretary operates it on his behalf, and from time to time he posts professional papers or editorials.
Not to mention, it has nearly one million fans.
So Xu Guangsheng, who loves to be in the limelight, still values this aspect very seriously.
So, when he was uncertain, he thought of a way.
Post the appearance picture on Weibo to see netizens’ reactions first! (To be continued.)