Chinese Aesthetics

A SAIC Motor executive, Shao Jingfeng, argues that design homogeneity is a major challenge in the EV market, hindering brand identity. He criticizes the industry’s trend towards similar features like closed-off front fascias and minimalist interiors. Shao suggests incorporating “Chinese romanticism” to differentiate designs and avoid generic “globalized templates.” He believes cultural nuances can create compelling and unique vehicles in a crowded market, moving beyond risk mitigation to recapture the spirit of automotive design.