Observation

[car home? Quick comment]? 10 On June 5th, the 2020 Beijing Auto Show officially came to an end. I wonder if everyone in front of the screen has ever visited the auto show? Which brand impressed you the most? Affected by the outbreak of COVID-19 epidemic at the beginning of the year, major car companies have left their "big moves" to the only A-class international auto show in 2020. In addition to a large number of brand-new models, it is equally important to attract consumers through their own differentiated brand personality. Therefore, the attractive booth design in line with brand tonality has become the "first impression" that car companies need to leave to consumers.

Quickly understand the main points of this article:

1. When the demand for owning vehicles is met, differentiation begins to become the next positioning; ? 2. "Science and technology" and "future" are the eternal themes of auto show, and "youth" has become a hot topic in recent years; ? 3. "Feelings" and "cultural details" are also magic weapons to attract consumers.

Why do major brands pay more and more attention to booth design? When car brands start talking about "personality"

Although the auto show is a place where car companies focus on displaying their products, if they are only decorated with ordinary commercial vehicles and "soulless" booths, then 4S stores can also have the same effect, and there is a great chance that they will be covered up by competitors in the same field. In this case, how to stand out in the huge auto show? The good news is that the differentiated competition of manufacturers has provided them with rich ideas in recent years, and they did it at this year's Beijing Auto Show.

It is certainly a good thing that major automobile brands begin to give their products "individuality", which also means that with the development of the domestic automobile market, everyone's demand for "owning a car" is being met. Furthermore, the role of cars separated from a single "vehicle" for consumers has also begun to show more detailed differentiation. In addition, young consumers have gradually become the main force of car purchase, and we have also seen that various car brands have begun to launch some new cars with their own tonality/usage scenarios. Product differentiation will inevitably bring about changes in the overall image of the brand. So at the 2020 Beijing Auto Show, we saw that the booth design "around the brand's own tonality and image" began to become mainstream-how did everyone do it? We will give you some interesting examples below.

So how do car brands do it? Sense of science and technology, design and color application

What are the things that you can only see at the auto show but can't usually see? The concept car may be a good answer. As the expression of each brand's own future design style/technology/car-making concept, concept cars often have imaginative design and surreal functional uses. At this year's auto show, Toyota brand brought us two concept cars-Toyota Mirai? Concept and e-Palette, both launched at the 20 19 Tokyo Motor Show. Among them, Mirai, who came to the second generation Toyota? Concept continues to maintain the hydrogen fuel cell power system, which is very close to mass production; As an unmanned shuttle bus, e-Palette was originally designed as a shuttle bus during the 2020 Tokyo Olympic Games. However, due to the postponement of the Tokyo Olympic Games, the use background of e-Palette at this auto show was changed to the 2022 Beijing Winter Olympics.

"Toyota Mirai? Concepts and electronic palettes "

It can be seen that the Toyota booth at this year's Beijing Auto Show does not have the exaggerated "Cyberpunk" style of the 20 19 Tokyo Auto Show, but two concept cars in the center of the booth are used to show the Toyota brand's understanding of future travel-Mirai? Concept represents a zero emission/environmental protection travel mode, which is in line with the future development trend of automobile electrification; As a driverless connection service, e-Palette not only has a futuristic appearance, but also shows the Toyota brand's imagination of future car intelligence and automation when it is put into practical use.

Of course, the shaping of science and technology is not limited to the display of concept cars. For example, the Mercedes-Benz brand of this auto show, although there is no new concept car as the "protagonist", its booth as a whole uses a large number of vertical screen walls as the background, but also has a large number of atmosphere lights as decoration, and the overall texture presents a future attribute. Wait ... do you think you've seen this design style somewhere? Yes, the booth design of Mercedes-Benz at this auto show fits the interior design style of the new generation of Mercedes-Benz S-Class, and S-Class, as the benchmark of Mercedes-Benz brand, also represents the opening of the next era of Mercedes-Benz.

In September 2020, Mercedes-Benz officially released a new generation of S-class models. Since then, the debate about this car has not subsided. On the whole, although the exterior design is uncomfortable, the new S-class after the replacement pays attention to the interior and the car. The best proof is the exaggerated "big screen" design, which has brought earth-shaking changes to the overall style of the interior. But in Mercedes-Benz's view, this may be their understanding of the future "luxury"-the luxury of the past is essential: leather, wood and metal are matched, and the car is just the icing on the cake, not the dominant one; The luxury of the future is "cyber": it is the interaction of human-computer interaction, ambient lighting, UI design, AR head-up display and other functions, bringing a sensory "luxury" experience. The emergence of electric vehicles has forced the traditional models of traditional brands to transform into "electronic equipment", and Mercedes-Benz also took advantage of the release of the new S-class to create its own "cyber luxury". Therefore, the booth design of Mercedes-Benz brand at the 2020 Beijing Auto Show clearly caters to this point.

When young people become the main car buyers

In addition to the common "future" and "technology" attributes, this year's auto show also has an unavoidable theme-youth. The change of youthfulness is not a temporary trend of the 2020 Beijing Auto Show, but in recent years, product youthfulness has become the style pursued by every automobile manufacturer, which is also reflected in this auto show.

Among them, the booth of Volkswagen brand is unique in "color". At the 2020 Beijing Auto Show, this huge booth combines SAIC Volkswagen, FAW-Volkswagen and imported Volkswagen, and the most striking thing is the simple geometric design style of the booth composed of various colors/lanterns, which is very prominent in the whole auto show and the visual effect is very young and avant-garde. We can see that it is not the first time that Volkswagen brand has used a similar brand theme after entering the era of vigorously developing electrification, although its ID. No series of new cars were exhibited at this auto show.

"The relatively rigid design style made the public lose opportunities in their youth."

The brand-new booth design style is obviously to cater to the brand image transformation after the brand entered the electrification era. At the same time, the public may also hope to promote the younger image transformation of products in the domestic market through this form. As we all know, youth/sportiness is the overall trend of vehicle design at present, so in contrast, Volkswagen brand products still maintain a relatively square and serious design style, especially compared with overseas major brand competitors Toyota/Honda/Nissan. Therefore, although Volkswagen has launched a variety of coupe SUVs for individual needs, how to keep up with the pace of "younger style" under the current trend is a homework that Volkswagen brands in the domestic market need to make up in the future. Of course, we can also see that the launch of a new generation of golf and CC hunting cars in the future will bring a certain turn for the public.

In addition to the visual changes, the brand at the auto show has also brought us another new idea-the interactivity of the booth, which is also very attractive to consumers. At the 2020 Beijing Auto Show, the Lexus brand not only brought its latest electric car Lexus ZERO? Beyond the concept, what is inseparable from the whole brand is naturally its overall tonality of focusing on young fashion. Interestingly, the Link brand set up a large game area on one side of the booth this time. Consumers can get points by participating in games of different projects, and finally exchange points for prizes. As one of the few brands with racing culture in China at present, this area is naturally the theme of racing, not only the 03+ champion models listed some time ago, but also the 03? TCR racing is its "platform".

Emotion, an eternal theme.

Although "youth" is a useful theme to attract consumers, at this auto show, some people just choose "sword line bias" and choose brands that focus on emotions, such as Mazda brand. In 2020, Mazda ushered in the100th anniversary of its brand establishment, so the Mazda booth at this year's auto show was officially launched around this theme. Compared with other brands, there are three classic cars in the "C position" of Mazda booth-Mazda Cosmo? Sports, Mazda Luce? R 130 and Mazda R360 echo Mazda 3 equipped with SKYACTIV-X "black technology" compression-ignition engine and several100th anniversary models. It can be seen that Mazda's "old and new collocation" obviously wants to show their rich brand history and feelings.

Aston martin brand also adopts the same "perceptual strategy". This auto show, the newly released GT sports car V8? The Vantage convertible was placed behind the booth, but the most conspicuous position was reserved for an Aston Martin DB5. I think you should see it soon. This car is the same as Bond's car in the latest James Bond movie "James Bond: No Time to Die". The binding relationship between aston martin brand and "007" is naturally deep-rooted, and because of this, they also hope to use this classic series of movies to set off the cultural background and tonality of the brand.

Full text summary:

Generally speaking, 2020 Beijing Auto Show, as the first A-class international auto show in 2020, has obviously become a "military stronghold" for major manufacturers. And how to attract consumers through the first impression, I think in addition to the product itself, the booth design is also very important at the auto show site where brands gather. Therefore, we also see that many car companies have made great efforts in booth design, and different booth design styles are also in line with the current direction of the brand, while seeking diversification and personalization of products. Specifically, "sense of science and technology" and "sense of the future" are still the eternal themes of the auto show, attracting consumers through the expression of concept cars and future ideas; At the same time, the "younger" design is also the development direction advocated by the current automobile market, so we also see that more and more brands choose to join this camp; Finally, for some brands with a long history and profound cultural heritage, "brand story" is also a magic weapon to attract consumers. So, for netizens, which brand of booth left the deepest impression on you at this Beijing Auto Show? You can interact with us in the comments section. (Photo/car home? Ma Aijun/Chen Hao; Text/car home? Ma Aijun)