The design process of Hongqi brand E115

The Hongqi brand launched its first supercar, the S9, and its first full-size flagship smart pure electric SUV, the E115, at the Frankfurt International Motor Show, marking the glorious moment of the new Hongqi brand at the top international auto show. This is the second time that the Hongqi brand has appeared on the stage of an international expo since its debut at the Leipzig Motor Show in 1960. Over the past 60 years, the automobile enterprises of New China have gradually grown and developed. The Hongqi brand has witnessed every glorious development history of Chinese automobiles in the past 60 years. Today, the new Hongqi brand is setting sail again, determined to create an exclusive experience of "a better life and a wonderful trip" for Chinese and global consumers.

Hongqi E115 is the first full-size flagship smart pure electric SUV built under the new Hongqi concept. It has a majestic and futuristic appearance. In terms of performance, it has a range of more than 600 kilometers and L4 level automatic driving level, and accelerates from zero to 100 kilometers in less than 4 seconds. It has smart four-wheel drive, air suspension, and seven driving modes. E115 is not only powerful in speed and off-road capabilities, but also a smart car with temperature. It can adjust the color, fragrance and taste of the car according to road conditions, driver preferences, travel plans, driving methods, etc.

The Hongqi Design team, led by Zhang Ming, deputy director of the Hongqi Design Institute, is responsible for the full-process development of Hongqi brand styling. This team includes both senior styling design experts and young styling designers. They are energetic and innovative, able to grasp cutting-edge design trends and perfectly integrate them into the Hongqi brand styling design. The Hongqi E115 was created by the Hongqi Design team. Let's take a look at the design story behind this high-end smart SUV.

In order to create a full-size flagship smart pure electric SUV that meets the future travel habits, after countless collisions of ideas, Ding Yangfeng, senior creative director of Hongqi Design, determined the design direction. "This SUV should be injected with vitality based on the design philosophy of 'Style, Elegance and Meaning', using photoelectric technology as a carrier to make the car 'alive', creating a warm design, creating Hongqi's 'Chinese New Noble Exquisiteness', and providing users with future high-end mobile travel solutions."

As a full-size flagship smart pure electric SUV, the key problem that designers have to solve is to balance the sense of majesty and warmth. The family-style "head held high and chest puffed out" posture creates a sense of majesty without anger. Although this is a pure electric SUV, the family's genes are also cleverly integrated into the design of the front face. The air intake grille has evolved into a light strip. When it is not lit, it is a more elegant "mountain waterfall". When it is lit, with the ceremonial lighting, it is a dialogue with the growth of nature and a perception of the blooming of life.

The integrated waistline on the side creates a visual sense of extension. The design of the surface cleverly incorporates the "vivid and lively" expression method in Chinese classic aesthetics, making the curve fuller, smoother and more full of vitality. "I hope to show a full muscular feel through the surface, and to permeate the rhythm of life under the majestic feeling," explained Song Chuang, chief designer of exterior decoration.

The lights in the wheels are inherited from the E-Jing GT concept car. The light flow at the bottom of the door echoes the family gene "flying with wings", and this design is also reflected in the rearview mirror. The star-shaped lights between the C-pillar and the D-pillar can display the charging status and interact with the user in the form of a red flag. The details are under control, the sky is full of stars, and the connection is boundless.

Car design is a process of continuous optimization, countless carvings, countless polishings, and it is this almost persistent craftsman spirit that can achieve a soulful design. The well-structured tail reveals elegance in the atmosphere, and the first-ever horizontal and vertical combination taillights are full of charm. The Hongqi Design team's thinking about future interactions is particularly evident in the tail. The matrix light strip can display the status of the vehicle in the form of text, which is a tacit understanding between cars and users, warm interaction, and smart travel.

Good design must not only have a gorgeous appearance, but also truly solve social needs and guide a reasonable lifestyle. The demands of users themselves will drive the development of design. The Hongqi Design team believes that the future car must be green and environmentally friendly. Cars will no longer be simple means of transportation, but the third mobile space besides home and office, and an indispensable part of quality life.

Combining the rapid development of future technology and the consumption upgrade of users, following the product concept of "Chinese New Noble Exquisiteness" and Hongqi's "Shang·Zhi·Yi" design philosophy, the Hongqi Design team created the E115, a future smart mobile travel partner with a majestic and elegant style. Future smart mobile travel has put forward higher requirements for color creativity, which not only needs to meet the physiological needs of users, but also needs to be deeply explored at the spiritual level. In E115, color creative designers combine sensibility and rationality, and explore the best solutions from the perspectives of nature and society, so that the car can better understand users.