Every time an automaker says we can interview one of their executives, I always approach it with cautious optimism.
Let’s wind the clock back a few hours to the moment into the venue for the first day of Auto China; the premier motor show that is being held in Beijing this year. And the first thing I noticed wasn’t the cars; rather, it was the presence of so many foreigners. Their suits or jackets aren’t the same shade of corporate black as everyone else’s, and sometimes the pants don’t match. The haircut is done with more attention to detail either through length or styling.
“As Chinese brands expand globally, accommodating diverse needs will lead to a re-adjustment of brand elements, resulting in different products or solutions. Over the past year, we have undertaken extensive preparations and research for going global, fully aware of the 2 significant differences in the acceptance of design and aesthetics across different regions and cultural backgrounds,” continued Chen Zheng.
“Today, as we can see on the stage that Starship open our whole new understanding of car space, we realize that space can be connected with sky and earth, from interior to exterior, inner to outer, and also the digital to physical world.” He speaks with an animated passion about AI. That’s why they are trying to incorporate it into so many things about the vehicles, including the Yinhe Starship and other models to follow. Moreover, he believes that AI is unlocking new things for them as designers, so much so that he posits the thinking that automobile designers should incorporate the ability to translate AI concepts into something for people. Design is going to be the bridge between the needs of humans and the thinking of AI.
I look at my Mexican colleague to left, and he had the same puzzled look as I did. An automotive designer that was more inspired by a portable cassette player from Japan than, say, an Italian supercar or German sport saloon or big American SUV when he was younger?
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