Q: The MINI, which was born in Britain, has a very classic design. As the design director of MINI brand, what do you think is the biggest challenge for MINI brand after it enters the intelligent age?
A: The MINI brand was born to solve urban problems. 1959, the Suez canal crisis limited the supply of gasoline, so the Mini was born. The challenge now is more complicated than 1959, which combines the energy crisis, digitalization and sustainable development. So we ask ourselves, what role will MINI play in the future? Frankly speaking, our first task is to find the connection between the future and the present, because the gene of MINI is to change and constantly reshape itself. From 65438 to 0959, Sir Alec Issigonis, the father of mini, created such a classic product. Now let's make the classic more classic: focus on the basic elements, which is the philosophy and methodology of MINI brand. This creates not only the iconic design, but also the emotional connection between us and the users and the community. We hope this situation will continue into the future.
In the era of intelligence, digital technology will make MINI more focused on the core elements and highlight MINI's minimalist design style. For example, we make full use of digital advantages to integrate all the functions of the car on a circular organic light-emitting diode central display screen. The space inside the car is more compact, with only the steering wheel, lever switch and central control display in the front row, but it is fully functional, just like our earliest classic Mini. In fact, it is very difficult to keep the small size design of cars. The mainstream cars in the market are all growing trends. MINI is actually making more cars than before, which is the biggest challenge.
Q: The interior of MINI Concept Aceman pure electric city crossover concept car is very gratifying, but the cost of the circular OLED central display screen should be high. Will these designs of the concept car be used in the future?
A: There may be some changes in individual design elements, but the overall pattern will be very personalized. The circular organic light-emitting diode central display screen and various soft, fluffy, exquisite and fashionable fabric designs you see will be gradually applied to the future MINI models.
Q: MINI has the gene of small car since it was born, and it has been widely recognized in China market. Do you think there are obvious differences between China consumers' views on luxury compact cars and consumers in other markets?
A: We have done a lot of research in various markets. Judging from the Aceman concept car, the cognition of each market is still relatively consistent: this car is still very mini and the recognition is still very high. I believe that no matter which market consumers are, what they want is actually a MINI, an attitude of "only a MINI can do it".
Q: On the MINI Concept Aceman pure electric city crossover concept car, we saw bolder and more colorful designs. In the era of electrification, how can MINI keep its genes in color and make these colors and interior materials more malleable?
A: At present, British green painting has been applied to the fifth-generation production vehicles, and it is still developing. Aceman concept roof is re-integrated on the basis of classic British green. The car body is painted with cold sunrise green, which is visually similar to the combination of gold and light turquoise. The color of the car body presents different visual effects under different light and visual angles, and you can feel the subtle three-dimensional sense between the car body surface and lines. It shows a kind of friendliness, brightness and versatility. MINI will have more colors in the future. We call these basic colors "mini-core colors". They are always friendly and can attract the public's attention and touch everyone's soul.
Q: The in-car projection technology system we saw this time is amazing. Can you introduce it to us?
A: Technology actually serves people. MINI provides a unique in-car experience with its own design expertise and digital technology. For example, the projection form you see, from the time you walk to the front of the car to the time you get on the bus, projection technology appears, and the experience is very cheerful and interesting. For example, when you open the door to get on the bus, a color image will be projected on the ground of the boarding area. The central display screen of the organic light-emitting diode presents colorful pulsating patterns, and the projection extends from the roof to the dashboard and door panel, which is full of ritual sense. After getting on the bus, the content on the central display screen of the organic light-emitting diode in the car can also be extended to the central control interior trim board through image projection. MINI combines lighting, shadows, animation and sound effects to bring users an immersive interactive experience through vision and hearing.
Q: MINI has been emphasizing the direction of environmental protection and sustainable design, but for users, especially domestic users, they are more concerned about luxury attributes and the feeling of authentic materials. Does this concept of sustainable development conflict with the concept of luxury goods that consumers in China may like? The concept car we saw today is made of innovative materials and the colors are very attractive.
A: Sustainable development is very important to us. MINI has always interpreted the concept of sustainable development in a "minimum carbon footprint" and a unique way. In fact, knitted fabrics are widely used in more and more luxury home designs. Visually, the design of knitted fabrics can also create a luxurious atmosphere, so how to create a personalized feeling in such a luxurious feeling, so that everyone can feel the unique personality of MINI from the car, which is what we have to consider. The biggest feature of Concept Aceman's interior is the sustainable use of materials and bright colors. If you look carefully, we still have some small design eggs hidden in it. Everyone is talking about sustainable development, but MINI is best at meeting people's needs in a relaxed and happy way.
In the future, MINI hopes to change the style of cars, give designers more freedom in colors and materials, and give consumers more freedom, so that he can freely choose colors and personalized settings. We believe that luxury car users all over the world have such expectations.
Q: MINI has always been a very personalized brand, as has its design and color use. But now there are many similar designs on the market, and the MINI, which is often "borrowed", has less obvious personality and characteristics. In this case, in what way will MINI make its personality stand out in the design?
A: In the past few years, we have been thinking about the question you just raised, which is really a challenge. There is unlimited "creativity" in the MINI gene, and MINI is not personalized for individuality. Everyone may have different ideas. For example, when we launched the gradient roof, we were constantly trying to show our ideas, not just launching a brand-new color scheme. It is MINI's specialty to break the inherent thinking and give fantastic ideas to automobile design. In addition, some classic elements are engraved with the name of MINI, just like when you mention the word "MINI", you will think of the brand of mini, such as the round display, the taillight of the herringbone flag, four wheels and four corners. MINI is a brand that attaches great importance to personalization, and no matter which MINI in the future, it is unique. Each MINI has its own personality and will be further strengthened in the future.
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