Saic executive claims homogeneity is the biggest challenge for new energy vehicles: Without Branding, Everyone is the Same

On July 17, news reported that the biggest dilemma for electric vehicles is homogenization, especially in terms of exterior design. Do you agree with this view?

At the MG4 media launch, SAIC executive Shao Jingfeng stated in an interview: "In the era of new energy, the biggest dilemma is homogenization (with a common adoption of similar closed front faces, through-type light strips, and minimalist interiors, lacking brand identity. Without the logo, everyone looks the same.)"

"MG needs its own things, even if there is a little controversy, it is still its own. Design is very difficult, very, but also very enjoyable," said the executive.

Shao Jingfeng also proposed the need to inject uniqueness through Chinese aesthetics (such as Chinese romance) to avoid designs becoming a "globalization template."

Many netizens have previously expressed that whether it’s a million-dollar luxury car or a 100,000-yuan commuter vehicle, a tail light has almost become a standard feature. From the large front grille to the "Tesla-style" large screen in the interior, and to the "family design language" of the body lines, automotive design seems to have fallen into a silent competition of "copy and paste."

This phenomenon not only causes consumers to suffer from "face blindness," but it also prompts the industry to reflect: when "conformity" becomes the mainstream, where should the soul of automotive design be placed?

Some industry practitioners have stated that the homogenization crisis in automotive design is essentially due to car manufacturers' excessive pursuit of "certainty." When car companies become obsessed with market research, cost control, and rapid iteration, the "spirit of adventure" in design gradually disappears.