“The journey of innovation is not done once and for all, and innovation is always in progress.” This is a speech by Gan Jiayue, CEO of Geely Automobile Group, at the world premiere of Boyue L, expressing the creed that Geely Automobile has always adhered to, or Genes in the blood.
We are in an era of constant innovation. It seems that new elements rush into people’s field of vision every day, bringing new perceptions and experiences, and this is also required for the rapidly developing field of smart electric vehicles.
On February 23, 2023, only half a year after Boyue L’s debut, Geely’s brand new mid-to-high-end new energy series – “Geely Galaxy” was officially released. This series will create 7 new models in the next two years, and it will be oriented towards smart electric vehicles. The hybrid intelligent pure electric two different market segments complement each other with the Geely series and the geometric series to form a complete product matrix, so as to support Geely’s strategic transformation and the important task of brand improvement.
The prototype car of the Galaxy series – “Galaxy Light” also ushered in the world’s first show at the press conference, laying the foundation for a new family design language and opening a new exploration of the design of China’s smart electric vehicles.
“Design is the best translator of a brand.” Chen Zheng, the new head of Geely Design, believes.
As the vice president of Geely Group in charge of design business, Chen Zheng leads the new generation design work of Geely Automobile Group, and his personal pursuit is highly consistent with many visions of Geely. Li Shufu, the founder of Geely, has had the dream of “letting Chinese cars run all over the world” since the beginning of his business, and Chen Zheng also said frankly that he will devote himself to the rise of Chinese auto design and the development of the national auto industry, advocating the use of design to empower brand.
That’s right, every mature brand should have a unique design language. In the era of fuel vehicles, the shape of the air intake grille plays a vital role in brand recognition. For example, BMW’s “Double Kidneys”, Audi’s “Big Mouth”, and Mercedes-Benz’s shield-shaped center grid, etc., have all been passed down through decades of continuous evolution. As the super symbol of the Geely brand, “Ripple” not only achieved the praise of Borui as a “beautiful Chinese car”, but also became an indispensable and important element of subsequent models. With the advent of the smart electric era, car design has entered the “no-network era”. The “classic label” of a century-old gasoline car seems to be no longer a design constraint, but it also makes the appearance of electric cars have a homogeneous trend , It is even more necessary for designers to use professional means to solve the current problems. Galaxy Light uses a brand-new photoelectric method to rejuvenate the essence of Geely’s brand, and endows it with an interpretation of the new era – Ripples of Light.
The dot matrix light source symbolizes the interconnection, diffusion and agitation among countless dimensions of people, vehicles, networks, sound, light, and electricity. At the same time, the area on the front face is like a smart island, integrating cameras, radar sensors, and information interaction. Technology elements such as display panels. The headlights draw on the upturned eaves and the fierce eyes of the tiger, giving the homogeneous “mask face” of the electric vehicle era a more vivid expression, and further consolidating the Geely brand’s position in defining the design language of electrified products. First mover advantage.
It is true that a car needs expression, and it needs to breathe. That is, the design of the body posture needs to create a dynamic effect when it is still. As Chen Zheng said: “The body is not moving, but the wind is already.” Restore the authenticity of things and pay attention to rational logic. The oriental aesthetics not only emphasizes the shape, but also the meaning, which is also the unique dimension of the oriental aesthetics – vivid charm.
Thanks to the low center of gravity design and the warm and full body lines, the overall posture of the Galaxy Light is like a crouching tiger accumulating strength, with both proportional posture and aesthetic charm, which not only expresses the shape and meaning of the king, but also cleverly avoids redundant The trend of “attack” just reflects our introverted oriental philosophy. The front face is vividly flying, and the rear is air-sinking, achieving excellent aerodynamic ingenuity, making its drag coefficient only 0.19. What the light of the Milky Way is pursuing is the modern interpretation of the top-level aesthetics of “beyond the environment”.
The outside serves expression, and the inside serves experience. In the smart cockpit of Galaxy Light, the penetrating giant screen combined with the starlight screens on the left and right door panels creates a technological atmosphere surrounded by the Milky Way. The interior reproduces the rippling beauty of the West Lake through light-colored Xizi blue leather color and natural bamboo fiber carpet. Humanities and technology are integrated and intertwined in the cabin, which makes the interior break away from the era when “stacking” is king, and gives birth to a new perceptual artistic conception. Just like “Water from the Yellow River Comes Up from the Sky” performed by director Zhang Yimou at the opening ceremony of the Winter Olympics, the beauty of nature and the beauty of technology coexist harmoniously, fully embodying the unique romance of the Chinese people.
There are auspicious satellites in the sky and intelligent computing centers on the ground. Relying on Geely’s strong scientific and technological strength, Galaxy Light can realize the designer’s innovative ideas to the greatest extent without being too constrained. Chen Zheng said: “Our values believe that technology enters life, but it should not disturb life.” Simplifying complexity is a difficult technique, and it is also a kind of ability.
Galaxy Light integrates all technological components such as smart driving sensors, interactive screen displays, low-orbit satellite antennas, and drones, forming three technology integration areas throughout the vehicle body, which are Geely’s unique “piercing the sky” intelligent ecology It creates application conditions and makes precise and safe intelligent driving possible, and behind these designs are all supported by powerful scientific and technological forces.
In the era of intelligence, automobiles are no longer traditional tools for people to travel, but are gradually becoming intelligent mobile terminals that can carry people. The design of automobiles is no longer limited to functionality. In addition to being practical, it is further endowed with cultural connotations. Designers are also playing an increasingly important role in the desire for multiple experiences such as , technological perception, and even emotional sustenance.
In this regard, Chen Zheng gave Geely Design three key words: inheritance, culture, and technology. It is precisely these three key words that the design of Galaxy Light is rooted in Chinese civilization, inherits Chinese aesthetics, integrates Geely’s technological wisdom, realizes a high degree of integration of imagination and experience, and opens a new era of Chinese electric vehicle design.
Car Clouds Summary
Geely has never been a high-profile manufacturer, but it actively seeks changes and innovates all the time. And Chen Zheng knows auspiciousness. So we see the shadow of an innovator in the light of the Milky Way. Design itself is a way of expression. Chinese designers, including Chen Zheng, are using their own language to convey the power of Chinese design and the Chinese auto industry to users and even the international market. With the awakening and innovation of Chinese auto design, we have reason to believe that the Chinese auto industry will play an important role in creating future auto trends, and at the same time assume the necessary responsibilities.
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