Yu Chengdong criticized the team's design for not being advanced. How can domestic cars get rid of the "earthy" aesthetic?

Recently, Huawei's managing director Yu Chengdong became "furious" on a talk show, bluntly criticizing his team's shortcomings in the design of the M7, and even using fierce terms such as "very bad" and "not advanced". This matter is quite a sensation in the circle. After all, the boss directly criticizes his own products before they have cooled down. This is rare in the business circle where "face" is important. But to be honest, after listening to these words, I feel quite relieved. Why? Because this finally broke through a layer of window paper: domestic cars have been developed for so many years, the configuration and sales have increased, but the "earthy" aesthetic hat seems to have never been completely removed. Why are domestic cars always labeled as "earthy"? We have to admit that in the early years and even now, the designs of many domestically produced cars gave people the impression of "excessive force." This is like a person who has just become rich and is eager to prove that he is rich, so he hangs all the gold chains, big gold watches, and famous brand logos on him, for fear that others won't see them. This design mentality is projected on the car, which is covered with chrome trim strips, huge air intake grille, and large screens in the car that want to block the front windshield. This kind of "stacking materials" aesthetic is essentially a kind of lack of self-confidence. Designers or car company owners do not believe in the power of "blank space" or the high-level sense of "restraint". They feel that if I don't fill every corner, consumers will think my car is not worth the price. What happened? Often, not only does it not create a sense of luxury, but it makes people feel dazzled and even causes visual fatigue. The "not advanced" criticism by Yu Chengdong actually refers to this design idea that lacks overall logic and builds up elements simply to showcase skills. Lack of original soul In addition to excessive force, another big problem is the "feeling of copycat". Although there are fewer cases of direct copying of luxury cars, the phenomenon of "stitching monsters" still exists. The car has a portrait of a Porsche, the rear of the car is like a Land Rover, and the side has a little shadow of a Maybach. When put together, it looks familiar, but it doesn't have its own soul. This kind of design that lacks original spirit is like an imitator without confidence. No matter how similar the imitation is, it will never surpass the original work, let alone be advanced. Real aesthetic confidence is the courage to be yourself, even if it is imperfect at the beginning, at least unique. What reminder did Yu Chengdong's criticism give the industry? Yu Chengdong's anger this time actually revealed a core contradiction: the mismatch between overtechnology and aesthetic lag. Today's domestic new energy vehicles, motors, batteries, and smart driving systems are really strong, and it can even be said to defeat many joint venture brands. But the problem is that a car is not just a means of transportation, it is also an aesthetic object and an extension of a living space. When a consumer spends 300,000 to 400,000 yuan on a car, what he buys is not only accelerating a hundred kilometers for a few seconds, but also a recognition of taste and identity. If the car looks like a "nouveau riche" on the outside and the interior looks like a "KTV box", the owner's sense of experience will be instantly reduced. As an industry boss, Yu Chengdong publicly admitted the shortcomings of design, which actually forced the entire supply chain and design team to reflect: Should we shift from "engineer thinking" to "designer thinking"? Is it time to shift from "stacking parameters" to "talking about aesthetics"? How can domestic cars get rid of the "earthy taste" aesthetic? Now that the pain point has been found, how should we treat it? I think this is not just a problem that can be solved by a change of design director. It is a complete revolution from thinking to execution. Learn to "restrain" and "blank space" A sense of advanced quality is often synonymous with "restraint". Look at those recognized luxury brands, both exterior lines and interior layout are very clean and tidy. Leave blank where you should leave blank, and never add more to where you should subtract. If domestically produced cars want to be reborn, they must learn this wisdom of "willing". Don't try to squeeze all the popular elements into one car. Sometimes, less is more. A smooth waistline is more touching than complex curved surfaces all over the body; an exquisite knob is more textured than a silly screen. Establish a unique brand design language To get rid of the local flavor, you must also have your own "character". For example, BYD's "Dragon Face" design, although controversial, at least it forms its own oriental aesthetic system that can be recognized at a glance. For example, new forces such as Weilai and Ideal are all trying to establish their own family language. This language is not only about appearance, but also a visual extension of brand values. Only when your design has a cultural core and a story can it change from a cold industrial product to a warm work of art. Focus on detail and material touch The sense of high quality is often hidden out of sight. The visual "soil" is easy to change, but the tactile "cheap" is the most difficult to deal with. Many times, the car looks good. When you touch the door panel and press the button, the plastic feeling will be instantly revealed. Real luxury is the warmth of the material, moderate damping, and even stitching. This requires car companies to work hard in supply chain management and quality control, rather than just staying at the rendering on PPT. Aesthetic upgrading is a protracted battle Although Yu Chengdong's words were harsh, they were definitely good medicine. The domestic automobile industry has passed the stage of "yes" and is undergoing the test of "whether it is good or not". Next, it must face the challenge of "whether it is beautiful or not". This is not only the task of designers, but also a cognitive game for the helm of car companies. Only when we no longer blindly pile up and deliberately cater to low tastes, but begin to respect design rules and pursue inner calmness and elegance, can domestic cars truly take off the label of "earthy flavor" and stand more steadily on the world stage.