Cars are originally steel objects, and people have endowed them with life connotation and influenced their lifestyles. This connotation acts on people in turn, narrowing the distance between people and cars, and forming cultural categories such as consumption concept, life interest and aesthetic trend, that is, automobile culture. In my understanding, automobile culture includes three aspects: automobile industry design culture, automobile consumption culture and automobile marginal culture. No matter from which aspect, the development and change of people's psychology has played an important role in the development and change of automobile culture.

The achievement of automobile design is the core embodiment of automobile culture. The design of automobile industry has distinct characteristics of the times, reflecting the material production level and spiritual needs of different times, regions and nationalities. Industrial design itself is the product of culture, which embodies the value orientation of commodity society and culture. The psychological needs of social groups will play a guiding role in industrial design. For example, car design in the United States is mostly free-spirited. After World War II, American cars suddenly became bigger, because people who experienced World War II had a feeling of lingering in spirit, thinking of luxury, drinking today and getting drunk today. Under this kind of mentality distortion, a generous American car was born, which reflected the feeling of being reborn as a Jedi after World War II. For another example, with the improvement of domestic living standards, a considerable number of consumers began to pay attention to personal feelings rather than other people's evaluation. In 2006, the hatchback finally ushered in a "late spring". Cars can profoundly reflect a country's industrial development level, and at the same time, they are the products that can best reflect the national character and characteristics. For example, German cars can truly reflect the true character of Germans pursuing perfection of every screw; For another example, the French are romantic and unrestrained, so the cars made have the characteristics of large glass area; Japanese cars, on the other hand, pursue economy and exquisiteness, so the models are gorgeous and trendy. The four cars of America, Japan, Germany and France are put together, and the personality differences are clear at a glance. A car design can only be called a successful car design if it conforms to the theme of the times and regional characteristics, is linked with national character, meets the needs of contemporary people's group spirit, can be recognized and accepted by the public, and finally becomes a classic!

What are the influencing factors in automobile consumption culture? The demand, motivation and reasons that affect consumers' purchase and consumption, that is, what consumers need, what they are sensitive to, what problems will arouse their interest and what problems will make them turn a deaf ear, are all influencing factors in automobile consumption culture. Advertising is the main carrier of automobile consumption culture. By repeating the same contents and demands to consumers for many times, advertisements affect consumers' attitudes towards automobile brands and purchase behavior tendencies, create a sensational effect by using popular social psychological mechanisms, and stimulate more consumers to participate in automobile purchase. For example, nowadays people pay more attention to the quality of life, and car advertisements often highlight the comfort and fashion of cars, so people's car consumption culture tends to be comfortable and fashionable.

Brand culture is also an important factor of automobile consumption culture. If a good brand is formed, it will have a guiding influence on consumers' purchasing tendency, make consumers psychologically dependent on the brand and form brand loyalty. Therefore, the brand value directly affects the economic value of the car. The historical inheritance of culture is very important for brand building. Why is the brand value of European cars higher than that of Japan? Like Lexus, it has always said that it is a great luxury brand, but its brand value is not as high as that of Mercedes-Benz and BMW, because Mercedes-Benz and BMW have better historical and cultural heritage. A successful automobile brand needs long-term efforts and money to build. Another good feeling of European cars is the high degree of brand inheritance. When you put the patterns handed down from generation to generation together, you can clearly see that the essence they have accumulated is on the same line. Japanese cars, on the other hand, are renovated quickly, but you may not recognize this car after three generations of renovation. In addition, the brand culture of a car should be reflected in the whole series of activities such as R&D, production, marketing and service. If it is only used for marketing, the so-called brand culture will become an unfulfilled tactical slogan. In addition, independent brand is a foundation of national automobile culture. Without its own car model, China can't talk about its unique car culture. At present, China's automobile design is in the stage of imitation learning, but it will certainly develop in a healthy and mature direction in the future, and the brand culture will gradually take shape.

In addition to automobile design culture and consumption culture, automobile marginal culture is also an indispensable part of automobile culture. Marginal culture can reflect the development of automobile industry in an era or a region from the side. The so-called marginal culture is the combination of automobile and other cultural categories, such as automobile photography, which is a branch of photography, not a separate cultural category. Including automobile exhibitions, automobile sports, automobile newspapers, automobile collections, automobile models, automobile clubs and so on. However, people's individual psychological differences directly affect their attention to a certain automobile marginal cultural field.

At present, China is still in the primary stage of socialism, and the main social contradiction is still the contradiction between the growing material and cultural needs and the backward production level. At the same time, in the historical torrent of reform and opening up, people are inevitably impetuous. Under this historical background, China is still in the primary stage of automobile society. In the automobile design culture, there are no self-designed models; There is also the psychology of comparison in automobile consumption culture, and buying a car is blind; The marginal culture of cars has just started. But we still believe that with the continuous development of China, in the near future, China will certainly form its own unique automobile culture.