Looking at the development behind it from the perspective of car companies changing LOGO at the same time

Since last year, many car companies have changed their logos, especially BMW and Volkswagen, which have recently changed their original metallic logos into extremely simple flat styles. So today I will tell you what I think about changing the LOGO.

First of all, in fact, the LOGOs of automobile manufacturers are constantly changing. For example, the logo of the car inventor Mercedes-Benz has been simplified, which is a general trend. Let's name a few well-known companies, whether it's APPLE, the coffee chain giant Starbucks, or windows of Google and Microsoft. And overall, it is getting better and better, and the recognition is better. Maybe ordinary people can't feel it without comparison. However, the role of LOGO is not easy to remember. Needless to say, for old users, it is particularly important for new users to become more conspicuous and distinctive.

For example, recent cases in which some car companies changed their LOGO can be roughly divided into three categories.

The first category is that the previous LOGO is really ugly, or the grade is not too high, which can not meet the needs of sustainable development. Then BAIC's LOGO is really ugly, and Geely's LOGO should be suitable for finer and more branded.

The second category is FAW and Dongfeng. It turns out that independent brands basically use a LOGO, so it is impossible to build and differentiate their own brands. The influence of the group may be used in the early stage, but with the development, different products and quality will be uneven, which is absolutely unfavorable for the subsequent development. Of course, there are also red flags that have nothing to do to change the logo.

The first two categories are self-owned brand models, which are early and late, but we can see that they are still in the most basic stage of brand building and strengthening cognition, which is similar to most joint venture brands at present.

The third category is the recent BMW, Kia and Volkswagen. The official announcement is to show people a new image, younger, more electrified, newer energy, and new development directions, such as digital intelligence. You can look at the public official's explanation for changing the LOGO.

In particular, some media said that BMW and Volkswagen switched to such a LOGO in order to achieve the luminous effect of the LOGO in the future. This really didn't even see the tip of the iceberg. Audi's logo is already glowing, so it's no problem to have a stunt. What's the point if everyone shines? !

In fact, the most important factor is that all brand LOGO are flattening. The first wave of eating crabs is mobile phones, computers and IT companies. In addition to better recognition, it also appears better in products and is convenient for industrial printing.

Then the biggest difference is that the automobile industry has really reached a crossroads. Computers and mobile phones had similar situations before, but they were not complete. After all, the mobile phone is a personal communication terminal from the beginning of its invention. With the technical iteration, the functions of the information terminal have increased.

For us, cars are first of all means of production, followed by public transportation, and also private transportation for a few people. After 100 years of development, passenger cars are still not the means of transportation for most people, and the relatively expensive price and various road resources occupied are doomed. At present, the per capita possession of mainstream countries will not be greatly improved, and it will not reach the per capita possession of the United States, so continuing to simply produce products may eventually become narrower and narrower.

At the same time, in developed countries such as Europe and Japan, the growth of new cars has been slow in recent years, especially young people in Germany and Japan don't like buying cars. It can be seen that public transportation in these two countries is relatively developed, especially in Japan. If it is a daily life, there is almost no need to buy a car by yourself, and there are temporary car rental companies that need convenience everywhere in the community. So if China hadn't just entered the family for less than 20 years, and if all China people didn't care about face, cars have basically become a must-have item for young people to graduate and get married, it is estimated that so many people wouldn't buy a car. Therefore, with the development of public transportation and subway in our national infrastructure, the cost of parking and traffic jam may increase, and fewer and fewer people will buy cars like Japan. So what should we do at this time? !

At this time, let's talk about Toyota first, and take the lead in proposing to transform into a "supplier of travel products and services for people". Some concepts and concept cars displayed at the Tokyo Motor Show last year were just to show us the rudiment of mobile mode and intelligent transportation city, where all the cutting-edge technologies, artificial intelligence AI, autonomous driving and new energy modes were gathered. Unmanned hydrogen buses, pure electric unmanned function vehicles, pure electric passenger cars, hydrogen fuel cell vehicles, plug-in hybrid vehicles, hybrid vehicles now on the market, short-distance electric vehicles that can be put on the market immediately, and transportation tools. No manufacturer can compete with this series of complete solutions, and these are not just beginning to be prepared. Toyota has been researching short-distance electric vehicles and walkers for more than 65,438+00 years. I won't go into details here. You can take a look at my previous report on Toyota at the Tokyo Motor Show last year, "Toyota's various black technologies may make the 2020 Tokyo Olympic Games a supporting role." Speaking of the Olympic Games, the LOGO and LOGO of the Tokyo Olympic Games have been screened in the circle of friends, which is enough to illustrate the role of good logos and logos.

Why am I optimistic about Toyota models? Because many people are already doing it in travel service companies, such as T3 travel of FAW Dongfeng Changan, Cao Cao special car of Geely, Mercedes-Benz BMW before, and AI:ME driverless smart car exhibited by Audi at CES this year, all of which are actually practicing this concept. Perhaps T3 and Cao Cao are just car companies in the eyes of outsiders, but in fact, they are all transforming their travel services in different ways. These cars will reduce the burden of collecting a lot of data and will use more functions, such as vehicle network and driverless driving. Because even if most people don't buy a car, it doesn't mean they don't need transportation. However, the fact that someone mentioned before that * * * enjoys a car proves that this is as insignificant as * * * enjoying a bike. If * * enjoys the economy without control, it is a great waste of resources, especially cars.

Based on the planning of Toyota, Geely, T3 and other OEMs, we can actually see that everyone has a certain judgment on the reduction of the number of private car buyers in the future. This is actually happening in Europe and Japan. Then only when small vehicles become a part of infrastructure, just like buses, can the problem be solved. Then it is obvious that the third party company can't complete it. It needs complete links such as production, operation, second-hand car recycling and disposal, and auto financing companies need to participate in the whole process. This link can only be realized by a real automobile main engine factory. However, it is not enough to only participate in the transformation of the main engine factory. It needs intelligent roads, internet of vehicles, internet of things, a lot of infrastructure, and high-speed information networks. These are all countries that need to get involved in more infrastructure construction. When foreign countries were still struggling to use Huawei, we quickly rolled out the 5G network and the 6G network was already under development.

Judging from this epidemic, our country's system implementation ability is unparalleled, even Japan and Germany, which have good government ability, technical level and personnel quality, are hard to do, let alone other countries. I wrote an article before, saying that we don't need such car brands and models. At the same time, combined with the geographical development of car companies written last time, we are actually preparing for solving this problem. China's system is to cooperate with certain macro-control under the condition of free market, and at the same time, several major automobile enterprises are state-owned, which is much more coordinated than foreign countries. Therefore, in the next step, we should see that China will continue to integrate the automobile industry and automobile manufacturers, and finally realize the infrastructure of automobile products. At the same time, automobile companies will transform into travel companies, realize the whole process control, and let more people enjoy convenient travel. So that's why Toyota is now working with our government to recommend fuel cells and a whole set of travel plans. In the future, it is very likely that only China can realize this industry-wide transformation.

Finally, some people may ask, after automobile products are specially made by personal consumer goods, can individuals still buy cars or cars? ! Of course, the telephone is very popular. If you want to disconnect, you should pay more for the satellite phone. You can have a private jet because there are too many people on the plane. This is especially true for cars. Of course, products with individuality and recognition will continue to exist, but they should only survive in big brand manufacturers. Isn't this CES Audi showed us? AI series, AI:ME driverless commuting tools, and those who like off-road can buy AI:TARL? Cotereau? Choose AI:RACE on the next track, and AICON is needed for long-distance driving. If you want to keep up with the times, enjoy life and enjoy future technology, you must study hard, not just look at the present, but also exercise well!

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.