The "evolution theory" of automotive design

Speech by Mr. Chen Zheng at the 15th China Automobile Bluebook Forum

The automotive industry is undergoing a pattern reshaping, and Chinese cars are also moving towards a new chapter. New strategy, new image, and new products are Geely's best response to the opportunities of this era. Geely Auto is creating a new benchmark for the design of intelligent electric automotive design in China from the perspective of "Authentic Chinese, Beyond Tradition and More Happiness".

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At the 15th China Automobile Bluebook Forum, Mr. Chen Zheng, Vice President of Geely Auto Group, shared unique views on how to leverage design to drive the continuous evolution of the automobile industry in the key period of industrial transformation in the new and old era, and summarized the "evolution theory" of automotive design:

??The first element: from engaging in competition, to being competitive in it.

??The second element: the ultimate form of future designers is to become a "product manager".

??The third element: designers should not only understand the brand, but also drive the brand.

??The fourth element: designers should develop the ability of speed iteration.

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The following is a transcript of Mr. Chen Zheng's speech:

Good afternoon, everyone. I'm Chen Zheng from Geely Auto Group. Thank you, Dr. Jia Ke and the Bluebook Forum, for the invitation. There are 15 themes in the 15th Bluebook. Behind these 15 themes is the transformation of Chinese automobile from passive response to composed confidence, which is the common belief of the whole industry to "live up to their dreams".

The Bluebook Forum is recording the "evolution war" of modern Chinese automotive industry. The new four automotive trends (electrified, intelligent, connected and shared) raised in 2015, which marked the first watershed of this battle, and the new starting point is likely to happen this year.

Taking Geely as an example, its 37-years' entrepreneurship is the best epitome of the evolution of China's automotive industry in a confident way. Strivers never fail to live up to our times. In recent years, Chinese economy has developed rapidly and grown stronger. In 2017, Chinese car sales reached 28.88 million units. In 2022, China's total export volume of automobiles has exceeded 3 million units, ranking No.2 in the world.

At this year's Shanghai Auto Show, we witnessed the collision of old and new industries. Standing at the intersection of the turning point of Chinese automotive history, living up to the times and the opportunities of Chinese automotive development is the common mission of our generation of automakers.

Looking ahead, how can design drive the continuous evolution of Chinese automotive industry? After a long time of thinking, exploration and polishing, we have come up with "evolution theory" of automotive design.

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The first element of design evolution theory: from engaging in competition, to being competitive in it.?

Competition is a good thing, and designers need to nerve up, but this is not a call for overtime work.

You cannot solve problems at the same level where these problems are created. Low dimensional competition cannot solve high-dimensional problems, so it is necessary to elevate the dimensions to economic, social, and technological level, and establish a systematic "awareness" for all macro trends, which is the source of influence on design evolution.?

Design is the external projection of macroeconomic and social environment. In the past 100 years, automotive design has experienced five rounds of evolution. When industry started up, function overweighed design; when technology became homogeneous, design outweighed function; when economic prospered, design exaggerated; and when the economy declined, design became more pragmatic. The invisible driving force behind the evolution of design is actually the change of times.

After the pandemic, the year of 2023 is a new history opportunity. We are all pioneers of the new era by breaking out of the comfort zone and enhancing our awareness of the macro world to create good design and good products ahead of the times and to construct a "new language system" of Chinese design.

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The second element of design evolution theory: the ultimate form of future designers is to become "product managers".

An excellent product manager usually possesses exceptional insight, and our responsibility is not to follow demand, but to create it.

China has the vastest new energy automobile market, the most complete new energy industry chain, and a group of the most unique new energy users. They are indigenous people of the internet, as well as a high perception generation who always want more. How to offer smart mobility experience to meet such consumer trends in China? "Smart Love Cabin" of Geely Galaxy L7 is the featured design based on this insight. By leveraging users' thinking to empower automotive design beyond the immediate aesthetics in front of us, only in this way can we give a full play to our creativity, and we have the opportunity to create a world leading "new Chinese paradigm of automotive design".

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The third element of design evolution theory: designers should not only understand the brand, but also drive the brand.

Competition cannot deviate from the right track. The next racing track of the brand is to win the hearts and minds of the masses. This contention is the moral war. So, the next racing track of design is how to refresh and drive innovation for the brand.

To design a product, we need to consider a system and look at it from the high level of the company's operations. This February, Geely released a brand new mid-to-high-end new energy automobile series: Geely Galaxy. This is actually a new solution of a new product lineup from the perspective of company management for a new consumer group on a new racing track in a new environment through new technological revolution. Excellent design drives brand innovation and creates a new strategy for the new energy automobile era, which is the top-level thinking of design operations.

In the same era, technology development will eventually converge, and design is the decisive factor to establish brand differentiation. Design is the best translator for a brand, and it is also the strongest driving force for the brand. To build a Chinese brand, it still needs to be driven by Chinese design. I believe that doing a good job in Chinese design is that doing a good job in Chinese brands and telling a good story about China.

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The fourth element of design evolution theory: designers need to develop the ability of speed iteration.

Evolution is not only a short-term "crazy" evolution, but an enduring marathon if we want to win in the extremely cruel intraspecific competition.

Here, I would like to share with you a memory of a special period last year, when the new design language of Geely Galaxy passed the final review. Last May, my team and I shared food and shelter in the office for one month. We often had brainstorms just wearing slippers. The model team slept directly by clay models, while designers slept by the drawing board. With crisis and opportunities, we lived up to the times. The time we strived for and the new creature we developed is to come to tell the unknown story behind the Galaxy Light and full Galaxy family that everyone sees today.

This is the best and the worst era at the same time. In the downwind sailing, everyone can benefit tremendously; however, if encountering a headwind, everyone needs to compete for iteration efficiency. The global economy has been undergoing a major reshuffle, but the new energy automobile market in China is unprecedentedly active and we are in the night of a "profound revolution". Despite the complex environment, design is always a good medicine for arousing our expectations of the future. "Don't waltz into that wonderful night". Geely Design is opening up a new paradigm of Chinese electromobile design by addressing challenges, creating opportunities and living up to the times.

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Finally, I would like to say that the Chinese automobile industry only spent a few decades to complete what took more than 130 years for the rest of the world. Chinese design has transformed from hesitation and questioning to determination and confidence. Accumulating water makes a deep abyss, where dragons can thrive. Chinese cars have evolved into a completely new species in the new era. Made in China is becoming Designed in China, and the time has come for Chinese design.

Many thanks to the Bluebook for witnessing this evolution history of Chinese automobiles. Design is never individualism, but a group of heroes fighting side by side. Today, we gather with all fellows to look back on the past, look forward to the future, live up to opportunities and face challenges. This is our choice, common, firm, difficult but correct. Chinese automobile design will continue to evolve, and we are willing to join hands with you for the next 15 years. Thank you.

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