The Concept of Vehicle Design for Chinese Marketing A thesis Submitted in fulfillment of the requirements of the degree of Master of Industrial Design By Qianyuan Zhao Under the Supervision of Prof. Bill Green Dr. Eddi Pianca Faculty of Art and Design University of Canberra, Australia January 2016 Abstract With the rapid development of China’s economy and the rise of Chinese living standards, Chinese demand for private car ownership is increasing significantly. China is already the world’s largest automobile market and is coveted by many giant automotive enterprises. However it is extremely difficult to cater to China’s automobile market demands because of particular Chinese conditions such as the unique culture, the diverse requirements of a geographically dispersed population, fastidious consumers and crowded traffic. The problem is that there is very limited literature in this area to guide car designers when designing a car for the Chinese market. This research examines the special demands of private cars for Chinese consumers, identifies particular elements of vehicle design that are important for successful Chinese marketing, and incorporates them into a new computer-generated 3D model. I Table of contents Acknowledgements P. xv Abstract P. 1 1. Introduction and Overview 1.1Chinese Consumers P. 1 1.2 Aging society P. 2 1.3 Chinese marketing P. 2 1.4 Research Problem P. 3 1.5 Research Question P. 3 1.6 Aim of Research P. 3 1.7 Research Strategy and Methods P. 5 1.7.1 Literature Review P. 5 1.7.2 Data Collection and Questionnaire P. 6 1.7.3 Data Evaluation P. 7 1.7.4 3D model development P. 7 1.8 Research Plan and Timetable P . 8 Chapter 2 Literature Review P. 9 2.1 Asian car market and Asian car companies P. 1 1 2.2 The Chinese car market P. 12 2.3 Chinese car companies P. 15 2. 3.1 BYD (Build Your Dreams) P. 1 5 2.3.2 FAW (First Auto Works) Group P. 1 8 2.3.3 Tianjin Xiali Automobile Company P. 19 V 2.3.4 FAW Car Company P. 2 0 2.3.5 Geely P. 2 5 2.3.6 Emgrand P. 2 5 2.3.7 Geely Marque P. 29 2.3.8 Gleagle P. 3 1 2.3.9 Chery Automobile Co P. 3 3 2.3.10 Chery QQ and Chery QQme P. 3 3 2.3.11 Chery A11, A3 and Chery Tiggo P. 3 7 2.3.12 Great Wall Motors P. 4 3 2.3.13 Great Wall Haval H3, H5 and H6 P. 4 3 2.3.14 Great Wall Haval M2, coolbear and M4 P. 4 7 2.3.15 Dongfeng Motor Company P. 5 1 2.3.16 The Venucia brand P. 5 2 2.3.17 SAIC Motors (Shanghai Automobile Industry Corporation) P. 5 6 2.3.18 The Roewe brand P. 5 6 2.3.19 the MG Motor P. 6 0 2.3.20 Chang’an Automobile group P. 6 1 2.3.21 Lifan Industry Group P. 6 5 2.3.22 JAC Motors (Jianghuai Automobile Company) P. 6 8 2.5 Japanese car market and its automobile enterprises P. 7 2 2.5.1 The Japanese car market P. 7 2 2.5.2 Japanese car brands P. 7 3 VI 2.6 South Korean car market and its KIA, HYUNDAI, SSANGYONG and DAEWOO 2.6.1 The South Korean car market P. 7 6 2.6.2 Korean car brands P. 7 7 2.7 North American car market and its car companies P. 79 2.7.1 American car market P. 8 0 2.7.2 American car brands P. 8 0 2.8 European car brands P. 8 2 2.9 Conclusion P. 8 4 3. Study 1, Information on existing cars in the Chinese market 3.1 Method P. 87 3.1.1 First Questionnaire P. 88 3.1.2 Feedback of the first questionnaire and Data analysis P. 9 0 4. Study 2 Chapter 4. Study 2 4.1 Re-design guidelines P. 10 9 4.2 Part 1- Car Body Style P. 1 10 4.2.1 Design Guidelines for car styling P. 1 10 4.3 Part 2- Car Exterior Elements P. 11 3 4.3.1 Design Guidelines for Front Face and Bodyline P. 11 3 4.3.2 Design Guidelines for Car Body: Compact or Spacious P. 11 6 4.3.3 Design Guidelines for Car Chassis P. 11 6 VII 4.3.4 Design Guidelines for Exhaust Pipe Shape P. 11 8 4.4 Part 3- Car Interior Elements, colour, decorations and trim P. 11 8 4.4.1 Design Guidelines for Interior Space P. 11 8 4.4.2 Design Guidelines for Colour P. 1 21 4.4.3 Design Guidelines for the Dashboard P. 12 2 4.4.4 Design Guidelines for Chrome Decorations P. 12 2 4.4.5 Design Guidelines for Fake-wood Trim Interior Decoration P. 12 3 4.5 Design specification P. 12 3 4.5.1 Part 1 Car Body and Side Line P. 12 4 4.5.2 Part 2- Design of Grill, Front Face and Front and Rear Lights P. 12 5 4.5.3 Part 3- Wheels and Exhaust Pipe P. 1 26 4.5.4 3D concept car design process P. 127 4.6 Imagines of 3D concept car model P. 1 31 5. Study 3 5.1 Method P. 1 33 5.2 Feedback of the second questionnaire and Data analysis P. 1 33 6. Discussion and conclusions P. 1 4 5 VIII Reference Appendices Sample of Questionnaire 1 P. 171 Questionnaire 2 P. 182 Sample of Questionnaire 2 P. 182 List of Images Image 1 F3DM BYD P. 16 Image 2 F6DM BYD P. 17 Image 2.2 Rear end of BYD F6DM P. 17 Image 3 98-00 Toyota Corolla. P. 17 Image 4 Rear back of Honda City P. 18 Image 5 E6 BYD. P. 18 Image 6 Xiali tj7100 P. 19 Image 7 1982_Daihatsu_Charade_G20_850 P. 20 Image 8 1959_Hongqi_CA72 P. 21 Image 9 1955_Chrysler P. 21 Image 10 Traditional-Chinese-Lantern P. 22 Image 11 Chinese hand fan P. 22 Image 12 Hongqi-CA7200 P. 22 Image 13 Audi A100 P. 23 Image 14 Lincoln-Town-Car. P. 23 Image 15 hongqi-h7 P. 24 Image 16 2009_Toyota_Crown-Majesta. P. 24 Image 17 Emgrand_EC7. P. 26 Image 18 Emgrand EC7-RV P. 26 IX Image 19 Emgrand EX7 SUV P. 27 Image 20 EC 8. P. 27 Image 21 the rear of EC 8 P. 28 Image 22 Infiniti_M45. P. 28 Image 23 Cadillac grill. P. 29 Image 24 Xiali TJ7300. P. 30 Image 25 1987 Daihatsu Charade P. 30 Image 26 Geely Beauty Leopard P. 31 Image 27 Gleage Panda P. 32 Image 28 Toyota Ayga P. 32 Image 29 GLEAGLE-GC7 P. 33 Image 30 Chery QQ P. 35 Image 31 Chery QQme P. 35 Image 32 Chery QQme P. 36 Image 33 Chery QQ6 P. 36 Image 34 Daewoo Matiz. P. 37 Image 35 Chevrolet spark P. 37 Image 36 Chery A11. P. 39 Image 37 seat-toledo. P. 40 Image 38 Chery A3 P. 40 Image 39 First generation prius P. 41 Image 40 Kia Rio P. 41 Image 41 Chery-Tiggo. P. 42 Image 42 Kia Sorento P. 42 Image 43 Great Wall Haval H3 P. 45 X Image 44 Isuzu Axiom. P. 45 Image 45 Great Wall Haval H5 P. 46 Image 46 Great Wall Haval H6 P. 46 Image 47 Coolbear. P. 49 Image 48 Haval M2 P. 49 Image 49 Toyota Scion xB. P. 50 Image 50 Great_Wall_Haval_M4 P. 50 Image 51 Great Wall Florid P. 51 Image 52 Venucia D50. P. 53 Image 53 old-generation Nissan Tiida. P. 54 Image 54 Venucia Viwa EV concept car. P. 54 Image 55 Toyota IQ P. 55 Image 56 Nissan Leaf P. 55 Image 57 new Nissan March. P. 56 Image 58 Rover 75. P. 58 Image 59 Rover 25. P. 58 Image 60 Roewe 750 P. 59 Image 61 Roewe_550 P. 59 Image 62 MG 6 P. 60 Image 63 Changan Alsvin P. 63 Image 64 Changan Eado1 P. 63 Image 65 Changan_CS35 P. 64 Image 66 2013-Kia-Cerato P. 64 Image 67 Changan Eado-XT-interior P. 65 Image 68 lifan 520. P. 67 XI Image 69 lifan-x60. P. 67 Image 70 second-generation Lifan 520 P. 68 Image 71 JAC Tojoy P. 69 Image 72 JAC Tojoy P. 70 Image 73 Beijing Opera P. 70 Image Pic. Draft 1 P. 128 Image Pic. Draft 2 P. 129 Image Pic. Draft 3 P. 129 Image 74 3D concept car model P. 131 Image 75 3D concept car model P. 131 XII List of charts Chart 1 what is the FIRST exterior element of cars you focus P90 Chart 2 to evaluate the exterior of the following Chinese best-selling cars styling P91 Chart 3 to determine your preference for the following car styles P92 Chart 4 Automobile body styles have different size perception in different countries. Which car body do you prefer? P93 Chart 5 Do you prefer a high chassis or a low chassis P94 Chart 6 how do you feel about "smile" front face style. P95 Chart 7 there are 20 different wheel rims below, please choose the 3 you most prefer. (3 choices) P96 Chart 8 A spacious interior is a significant factor when choosing a car P97 Chart 9 does the space of the trunk effect you choice of buying a car? P98 Chart 10 which part of a car's interior should be the most spacious? P99 Chart 11 what kind of exhaust pipe shape do you prefer? P100 Chart 12 what is your favorite car color (You can offer more than ONE color) P101 Chart 13 which do you prefer, the LED dashboard or the traditional pointer dashboard P101 Chart 14 which type of car seat do you prefer P102 Chart 15 Do you care about the distance between your head and the car roof? P103 Chart 16 how do you feel about chromed decoration car features? P104 Chart 17 on which part of a car do you like to see chromed decorations? P105 Chart 18 how do you feel about fake-wood trim for interior decoration? P106 Chart 19 from the list below circle you preferred color for a car door handle P107 Chart 20 the best-selling cars in 2014 in China P111 Chart 21 the income of the Chinese middle and working classes P112 XIII Chart 22 the specifications of best-selling cars' clearance heights P117 Chart 23 the regional distribution of participants of second survey with a translation P134 of Chinese Province and City names Chart 24 Top-10 bestselling cars in Europe, China and U.S in 2015 P1 1 XIV Acknowledgements I would like to express my deep gratitude to Professor Bill, my research supervisor, for his patient guidance, enthusiastic and vital critiques for this research work.