Stop making ugly cars, please

Nowadays in the Chinese car market, aesthetics are always the primary competitive edge, closely linked to final sales.

In August, the retail penetration rate of new energy vehicles reached 55%.

After a long tug-of-war lasting half a year, the balance of victory in the "oil vs. electric" debate has gradually started to tilt. As for the most fundamental reason behind this, the supply-side boom of new energy vehicles compared to traditional fuel vehicles undoubtedly plays a significant role.

In other words, the abundant choices are causing more and more potential consumers to switch sides proactively. Coupled with the continuous improvement of product capabilities, and the key advantages in aspects such as terminal pricing, usage costs, and intelligent experience, these factors have collectively contributed to the current overall situation.

Anyway, it's the same principle: once the "Crossing the Yangtze River Campaign" is won, it's only a matter of time before the "liberation of the entire country" is achieved. There is no doubt that new energy vehicles will become mainstream.

A few days ago, during a conversation with a friend, we discussed an interesting topic: "What do you think is the primary factor that makes people willing to spend money nowadays? The safety of the battery? The range of comprehensive mileage? Whether assisted driving can be used nationwide?"

After discussion, we reached a unanimous conclusion: "Attractiveness."

To put it more plainly, regardless of the so-called three electrics or intelligent performance, with the rapid iteration of technology and the gradual maturation of the supply chain, the top players are now on par with each other. What truly sets them apart is still their styling and design.

Looking good is always the top competitive advantage.

It is undeniable that judging the attractiveness of a new car is indeed a relatively subjective matter. Therefore, this article will try not to mention too many specific car models.

From my personal perspective, I have noticed an increasingly prominent phenomenon this year: every once in a while, the Ministry of Industry and Information Technology releases a new batch of approved vehicles, and in the new energy camp, there are almost always quite a few "ugly cars" causing a stir.

Slightly distorted proportions, a lack of aesthetic design, overly intricate details, a familiar expression...

They were deemed as "eye-catching" merely during the "makeup photo" stage. Later, combined with their dismal terminal performance, it directly proved that: "In today's Chinese car market, good looks are always the primary competitive strength, closely linked to final sales."

For manufacturers, design should always come first regardless of the timing.

At the end of last month, I attended the launch event for the all-new XPeng P7. Readers familiar with this B-class pure electric coupe are likely aware that one of the key factors that contributed to the initial model's success in the Chinese car market, aside from its first-mover advantage and entering a niche market, was its "outstanding appearance."

The all-new generation P7 features a bolder and more eye-catching design, giving off a "techno-retro" vibe. While this design language may not appeal to all age groups, it will undoubtedly capture the attention of many young users who seek a "standout presence."

"We will invest 2 billion yuan annually in assisted driving, but why haven't we made the same investment in design? Going forward, XPeng needs to prioritize design before pursuing various technologies. For now, I have given the styling department more weight and resources, like renting two buildings in Shanghai and providing whatever they need, including the best benefits. Only in this way can we possibly do this part well."

The above statement comes from He Xiaopeng after the launch of the new generation P7. The implied meaning I read is still those six words, "Looks are very important."

Entering the era of new energy, a universally appealing and stunning "exterior" is destined to be the decisive factor in whether a product can become a bestseller. Especially in the context of increasingly homogenized product experiences, good design can be a critical determinant of success.

Coincidentally, I recently saw a research report by Jalanlu on the profile of the first batch of Xiaomi YU7 car owners.

One of the page's main titles boldly states: "Appearance is still the primary purchasing factor..." Below, supporting data shows that 68% of users care greatly about this aspect, even more than brand, comfort, and smart cockpit features.

No doubt, Xiaomi has won the bet.

In order to achieve a striking look that captures people's attention instantly, the YU7 sacrifices some degree of passenger comfort and rear space, using extreme proportions to embody the concept that "beauty is justice."

From the results, it is evident that people are willing to spend real money for "beauty." When we try to review the strategy of this new contender, "design" is also placed as the top priority.

In contrast, if the two brands mentioned above are more like positive examples, then the "stubborn" ideal is a negative example.

Since last year when it entered the pure electric track with the MEGA, to the i8 launched in July this year, and the upcoming i6, the most discussed and questioned aspect has been the distinctive family-style appearance.

From the perspective of production regulations, the intention of this new car manufacturing force can be understood.

The teardrop shape can indeed result in lower drag coefficients, longer range, and more interior space. However, the cost is clearly displayed on the table, requiring significant effort to persuade users to gradually accept it, with a high educational cost.

Perhaps by extending the timeline, the ideal will eventually justify its own design.

At present, what is more noticeable is its cautious approach on the marketing front, giving the impression of being unable to fully unleash its potential, having lost the sharpness it once had during the launch of the L series.

The car company's boss decides the aesthetic upper limit.

In the era of new energy, why are ugly cars rampant?

The importance of appearance for a product has been discussed, and I believe many readers have the question at the beginning of this paragraph. I think there are two main superficial reasons behind it.

Firstly, the design logic of new energy vehicles has undergone a tremendous change compared to traditional fuel vehicles. With the reshaping of rules, some manufacturers are bound to experience incompatibility, overexertion, or even overcorrection.

For example, some long-established traditional giants are always eager to completely "cut ties" with their past selves, but in doing so, they regrettably lose the essence and charm of their designs that consumers truly appreciate. The new works they present end up being somewhat "indistinguishable from the rest."

Secondly, compared to traditional fuel vehicles, the design strength of new energy vehicles has been elevated by several levels. In the past, most mainstream models basically adhered to the principle of "a minor update every three years and a full redesign every six years," with the styling being slightly adjusted and iterated accordingly.

In the current situation, intense market competition forces most OEMs to adhere to the "annual model update" rhythm, and the pressure on the design department has evidently increased accordingly.

The all-new NIO ES8, which is set to launch this weekend, is a prime example, with three generations released in just ten years. Compared to the old model, although some details have been carried over, the overall design has been completely revamped. In the end, it has delivered a satisfactory result.

However, when broadening the perspective, it's not smooth sailing for all participants. The frequent updates directly result in a significantly increased likelihood of a "beauty fail."

It is not an exaggeration to say that in the current Chinese car market, many brands have fallen into the trap of "becoming uglier with each redesign." In fact, everyone understands the principle that "good looks are always the primary competitive advantage," but unfortunately, they lack the skill to win consumers' approval.

What is the deeper reason behind the "era of new energy, proliferation of ugly cars"?

The subtitle of this section is my answer. It's quite fitting, as I recently came across an article titled "How Did NIO CEO Li Bin's Aesthetic as a Herdsman Develop?" The author immediately points out that the aesthetic level of a car company is actually backed by the designers, who try to ensure that the baseline is not too poor.

In contrast, the upper limit is often determined by the CEO, testing whether they have a clear and consistent aesthetic sense and their judgment of the target audience's tastes.

Although Li Bin is often referred to as the "herd boy," it doesn't prevent you from always trusting NIO's design.

When a company consistently produces ugly cars, the blame often falls on the design team, but the real culprits might actually be those at the very top.

Do they understand what is considered good-looking? Do they understand what is considered high-end? Do they understand what the current customer base really wants? These are the key factors that determine success or failure. As always, "The boss's taste is crucial."

This also precisely explains why there are numerous cases of Chinese car companies failing to enter the high-end market: "The design you think is good is completely disregarded by others."

As a decision-maker, if you cannot determine whether a product looks good, then please expand the decision-making sample appropriately and involve more subordinates with mainstream aesthetics.

Give as much authority as possible to the styling team under your command, allowing professionals to do what they do best. Avoid creating a "one-man show," leading into a dead end without realizing the mistake, or even continuing to indulge in self-gratification.

After all, trying to stay at the table, a large part of the chips is betting on appearance. To emphasize once again, "In today's Chinese car market, good looks are always the primary competitive advantage, closely linked to final sales."

Of course, I want to urge all car manufacturers: can you stop making ugly cars? While fiercely competing in electric power and smart driving, you should take a step back and ask yourselves: does your design pass the test?

It is said that in the future, there won't be more than ten true winners in the entire market. I don't know who they are, but I can be sure that their aesthetic sense will be very strong...