Study On The Aesthetic Contrast On The Design Of Vehicles’ Appearance Between Chinese And Italian Youth Consumers

In recent years, more and more Italian design corporations have startedtheir career cooperating with Chinese automobile enterprises, developing newmodels for China’s self-owned vehicle brands, due to the sharp rise of thesebrands and the flourishing of the auto market of China. However, one fact wecannot ignore is that a large proportion of the vehicles designed by Italiandesigners perform poorly in Chinese market. Original Italian designs, even thesuperior ones, hardly fit the Chinese market when they are not adapted toChina’s very condition; and the differences on aesthetic opinions betweenconsumers from the two countries are playing a main role in this situation. Theyouth, whose aesthetic preference dominates the development trend ofautomobile design, are the next generation of main force on Chinese auto market.Therefore, the research on the diversity of aesthetic opinions of the youngconsumers from the two countries will help to find the key point for theSino-Italian strategic cooperation on automobile design, provide references forthe localization of the excellent foreign design corporations, promote theinternationalization of the Chinese auto industry.The article analyses the aesthetic features of the Chinese and Italian youthconsumers on automobile; traces the formation of the aesthetic features of thetwo countries’ youth consumers on automobile, studies the cultures and aestheticideologies in different periods of the two countries, and analyses the ideologicaltrends on architecture and art in the relative times, by paying close attention to the outer and inner factors influencing the aesthetic attitude of the youngconsumers. Typically classic pieces of the two countries’ design are comparedwith each other and the differences on form, proportion, color, material arerevealed, and furthermore the similarities and differences on aesthetic preferenceof the consumers from the two countries get discussed. Through the analyses ofspecific cases, the article introduces the vehicle models Italian designcorporations developed for or with Chinese automobile enterprises recently, anddiscusses the cooperation mode of the two sides as well as the achievementsobtained and the problems existing.