Based On The Brand Gene, BYD “Han” New Energy Vehicle Design

In recent years,environmental pollution and the depletion of oil resources have increased the concern for new energy vehicles.The major automobile companies have also put into the new energy vehicles in the development and promotion of them.BYD company,a new energy automotive industry leader in China,constantly developing new energy technologies,attaches great importance to the development of new energy vehicles.In today’s society,with rapid economic development and market competition gradually intensified,it requirements of products not only good quality,but also has a unique brand image.Brand competition will become the current and future international market competition in the main form.In the appearance of the design is extremely important to the automotive industry,how can BYD explore and maintain the status of free brand and brand modeling in car design has become an important part of enterprise development.In this paper,the design of BYD new energy car "Han" as the object of study.From the relevant theory of car brand and brand DNA and product modeling features,introducing the concept of "brand modeling DNA" in automobile design.By extracting the product characteristic lines with visualized expression on preliminary design,I analyzed the Mercedes-Benz and Audi two brands of brand DNA and explained the extraction and expression of car branding DNA.Then,I use the summary of the relevant design methods.After comparing BYD whole car products before the face,tail,the overall contour line,waist and other key parts,I carried out the extraction of the product characteristic lines.Based on these like product factory time axis,dynasty series of products and new energy vehicles comparative analyzes,I summarize the characteristics of the BYD car and further studied the BYD brand gene.At the same time,I also focusing on new energy automotive industry environment and BYD new energy technologies,collected a lot of literature and official data.I through the target user analysis and demand analysis for product positioning and the establishment of user role model.Through the divergent thinking and convergence of the design method of brainstorming and the design extension of BYD brand DNA,I finally got a new energy car based on BYD brand DNA "Han"design.For the BYD company,the appearance of the car is undoubtedly the most important carrier brand image.Facing more and more intense competition in the industry and more and more popular with the public concern about the field of new energy vehicles,B YD company shoulders the future of China’s own enterprises for the development of greater expectations.