[Autohome David Aesthetics] The recently released BJ60 can be said to be a landmark new car for Beijing Off-Road. It represents the design of the "Beijing Off-Road" brand, entering a new era, and the last time was (|). What kind of value can the design work of this medium and large hardcore SUV bring to users? David Aesthetics, tells the value of design.
This issue of "David Aesthetics" was exclusively invited by Beijing Off-Road to chat with the main design leaders of the BJ60 design team in the evaluation hall of the Beijing Automotive Research Institute about the design of the new car.
What kind of styling design can bear the weight of the word "Beijing"?
The design center of Beijing Automotive Research Institute is of course responsible for more than just Beijing off-road brand. The work involves many models of the entire BAIC Group, but in the face of such a heavyweight new model as BJ60, the senior management and the design and development team have maintained considerable caution.
The BJ60 project started in 2019 and will be released in June 2022. In the context of the ultra-fast pace of Chinese brand design and development, the design and development cycle like BJ60 undoubtedly means more investment. Designers at all levels face more challenging work and greater pressure.
The pressure faced by the design team led by Shan Wei may be comparable to that ** the director team ** CCTV ****** Festival Gala. After all, even people who don’t know cars, as long as they are not "Nine Leaky Fish" or have not watched the news broadcast, will be aware ** the extraordinary status ** the word "*******" as a brand logo. So what kind ** design concept can accurately express the understanding ** the word "*******" among the general public? In the end, they sorted out the impression ** "*******": inheritance, stability and modernity.
Based on this perceptual cognition, the design team proposed Beijing Off-Road Design Concept 3.0 – "emotional hard core", the hard core should reflect the masculinity and reliability of the off-road vehicle, and the emotion should reflect more warmth and comfort.
The most important core feature of the family language finally has a direction – the classic five-hole grille, the more eye-catching and optimized five-hole grille.
Each rectangle of the five-hole grille is also exquisite. The rectangular elements are derived from the classic feature of Beijing city – the gate tower, which takes the shape of the shooting hole of the Zhengyangmen Arrow Tower. The rounded rectangles give people a hard and warm look, while conforming to the design language of "emotional hard core" and the product positioning of BJ60’s "home and play".
As for why there are five holes, it comes from traditional culture. In traditional Chinese culture, we often say that "nine" is the extreme number, and "five" is the most positively balanced number, representing a balanced, stable and reliable intention.
At present, the overall trend of car design is biased towards exaggeration, or bigger and bigger mouth grilles, or bizarre headlights, which give consumers a stronger stimulus with more eye-catching shapes, in order to stand out among many competitors. However, the overall shape of BJ60 did not follow this exaggerated trend.
Become an off-road vehicle user and discover the hidden wildness and tenderness
The positioning of BJ60 is "home and play", and the design of such a set of styling styles is an in-depth analysis of the target users during the market survey at the beginning of the project. The positioning of BJ60 is higher than that of BJ40. The target users are people who like off-road and are willing to take their families to play off-road. The activity radius is large, and of course there will be long-distance self-driving needs.
Perennial mixing in the off-road group, this experience makes Qiu Xu very familiar with off-road users, he is familiar with the preferences and potential needs of off-road people, and has a lot of insights beyond market surveys.