CNBC AI News, July 17th – Is the pervasive design homogeneity plaguing the electric vehicle (EV) market, particularly in exterior aesthetics, hindering innovation and brand identity? One top executive believes it is.
During the MG4 media launch, Shao Jingfeng, a senior executive at SAIC Motor, didn’t mince words: “The biggest challenge in the new energy era is homogeneity. Peel off the badge, and they all look the same,” referring to the industry’s penchant for similar closed-off front fascias, full-width light bars, and minimalist interiors that often lack distinct brand DNA.
“MG needs its own identity, even if it sparks some debate,” Shao continued. “Design is difficult, painstaking, but also immensely rewarding.”
Shao further suggested infusing Chinese aesthetics – “Chinese romanticism,” as he put it – into design to carve out uniqueness and avoid succumbing to becoming bland, “globalized templates.” He believes incorporating cultural nuances can differentiate models in a crowded market, moving beyond generic designs to create compelling vehicles.
He’s not alone in his observations. Critics and consumers alike have pointed out the ubiquity of features like full-width taillights on everything from luxury cars to budget-friendly models. From large front grilles (even on EVs that don’t need them) to the “Tesla-style” minimalist dashboards and the proliferation of “family design languages,” the automotive industry appears to be engaged in a silent game of “copy and paste.”
This trend not only leads consumers to struggle to distinguish models from one another, but also prompts industry-wide introspection. As “conformity” gains ground, the question arises: Where should the soul of automotive design reside?
According to industry insiders, the crisis of design homogeneity in the automotive sector stems from an over-reliance on risk mitigation and the pursuit of perceived “certainty.” As automakers fixate on market research, cost control, and rapid iteration, the “spirit of adventure” in design gradually fades.
Original article, Author: Tobias. If you wish to reprint this article, please indicate the source:https://aicnbc.com/4950.html
