Ri Car Media: China Sheds "Ruler" Image

Japanese Cars Face Threats

The Japanese automobile media CAR VIEW published an article on February 20th stating that Chinese design has replaced the popular "high-fidelity cars" of the past, posing a threat to Japanese car manufacturers.

Until the mid-2010s, many "high-fidelity cars" could still be seen at Chinese auto shows. For example, Landwind's "X7" was extremely similar to the Land Rover Range Rover "Evoque", and the Zotye "SR9" looked like the Porsche "Macan". This phenomenon became a hot topic on Japanese social media at the time.

Although these were extreme examples, imitating the designs of popular Japanese, European, and American models was proudly displayed at auto shows, with prototype cars coming from all over the world.

Now, more than a decade has passed, and "high-fidelity cars" have disappeared, replaced by independently designed electric vehicles (BEVs) and plug-in hybrid electric vehicles (PHEVs) from China. In fact, most of those who made 'high-fidelity cars' were small car manufacturers.

Until now, China only relied on its vast domestic market to make profits by selling low-cost cars.

On the other hand, the medium and small car manufacturers who used to make "high-fidelity cars" are being eliminated from the market. The Chinese automobile industry will eventually be reduced to about 10 large group manufacturers.

Additionally, the saturation of the domestic market is also concerning. In this situation, major car manufacturers have begun to seek global sales channels.

To adapt to global competition, it is extremely important to comply with intellectual property (IP). To create a world-class brand, one must get rid of "imitation." Chinese companies no longer rely on "imitation," and originality has become a prerequisite for winning the market."

Industry insiders said: "Some Chinese car manufacturers' designs have reached world-class levels, and they have recruited well-known European designers to improve their design standards."

For example, BYD hired Wolfgang Egger in 2016, who had previously designed Alfa Romeo, Audi, and Lamborghini.

Moreover, designers from top brands such as Rolls-Royce, Porsche, and Bentley have also joined Chinese car manufacturers.

This almost "bombardment" style of recruitment has also attracted criticism. However, the design of Chinese cars has indeed improved significantly due to the participation of top European designers. Chinese manufacturers have become world leaders in new energy vehicle design.

In this sense, Chinese cars are no longer followers of trends, and "imitation" has no value anymore.

This change in market response poses a threat to Japanese, European, and American car manufacturers.

Chinese cars used to be a symbol of "cheap or poor quality." The previous Chinese design would provoke laughter. But as they entered the harsh environment of the global market, China overcame its weaknesses and transformed into the strongest competitor of European and Japanese manufacturers.

Car enthusiasts in Japan and the West who pursue perfection have also started to look at Chinese cars with new eyes, which means that China has completely left the "imitation era."

Exceptional design levels also mean that the Chinese automotive industry has begun to face global car giants head-on, seizing global market shares, and it also means that Japanese car manufacturers now face a very strong competitor.

Although there are still many voices online mocking China's past imitation cars, positive evaluations of current Chinese cars have clearly increased, such as comments like "design is more advanced than Japanese cars" and "interior quality is high."

In this situation, everyone is paying attention to what design strategies Japanese car manufacturers will take.

Original: toutiao.com/article/1857617023593611/

Statement: This article represents the personal views of the author.