Car Design News recently had the privilege of sitting down with Shao Jingfeng, the Chief Designer at SAIC (Shanghai Automotive Industry Corporation), to discuss his approach to car design and the challenges and opportunities he sees in the automotive industry today.
Introduction
Shao Jingfeng is a highly respected figure in the world of car design, with years of experience in the industry. His work at SAIC has been widely acclaimed, and he has played a pivotal role in shaping the company's design language and ethos. In our conversation, Shao Jingfeng shared insights into his design philosophy, the creative process behind some of SAIC's most iconic cars, and his vision for the future of automotive design.
Design Philosophy
Shao Jingfeng's design philosophy is deeply rooted in the concept of "harmonious coexistence." He believes that a car should not only be aesthetically pleasing but also seamlessly integrate with its surroundings and the lifestyles of its users. This philosophy is evident in SAIC's designs, which often blend modern aesthetics with practical utility.
Shao Jingfeng also places a strong emphasis on cultural and historical influences in his designs. He draws inspiration from Chinese art, architecture, and philosophy, seeking to create cars that reflect the rich heritage of the region while incorporating cutting-edge technology and innovation.
The Creative Process
When it comes to the creative process, Shao Jingfeng emphasizes the importance of collaboration and interdisciplinary teamwork. He believes that the best designs emerge from a diverse range of perspectives and skill sets, and he encourages his team to work closely with engineers, marketers, and other stakeholders throughout the design process.
Shao Jingfeng also values the role of research and user feedback in shaping his designs. He places a strong emphasis on understanding the needs and preferences of the target audience, and he is constantly seeking ways to incorporate user-centric features and technologies into SAIC's cars.
Iconic Designs
During our conversation, Shao Jingfeng discussed some of his most significant design achievements at SAIC. One standout example is the MG ZS EV, which has garnered attention for its sleek and sporty design combined with its electric powertrain. Shao Jingfeng shared that the MG ZS EV was a groundbreaking project for SAIC, as it marked the company's foray into the electric vehicle market.
Another iconic design that Shao Jingfeng highlighted was the Roewe RX5, a crossover SUV that embodies SAIC's commitment to blending modern design with practical functionality. The RX5 has been well-received for its bold styling and advanced features, and Shao Jingfeng explained that it was a product of extensive research into consumer preferences and emerging trends in the SUV segment.
Challenges and Opportunities
Shao Jingfeng acknowledged that the automotive industry is facing several significant challenges, including the shift towards electrification, autonomous driving technology, and changing consumer preferences. However, he sees these challenges as opportunities for innovation and advancement in car design.
Shao Jingfeng expressed optimism about the potential of electric vehicles to revolutionize car design, noting that the absence of traditional internal combustion engine components allows for more freedom and creativity in shaping the exterior and interior of electric cars. He also stressed the importance of integrating advanced technology, such as AI and connectivity features, into SAIC's designs to meet the evolving needs of contemporary consumers.
Future Vision
Looking ahead, Shao Jingfeng shared his vision for the future of car design at SAIC. He envisions the continued integration of sustainable materials and manufacturing processes, as well as the exploration of new forms of mobility, such as autonomous and shared vehicles. Shao Jingfeng stressed the importance of adaptability and forward-thinking in responding to the rapidly changing landscape of the automotive industry.
He also expressed a commitment to continually pushing the boundaries of design and engineering at SAIC, with a focus on creating cars that are not only visually striking but also environmentally friendly, technologically advanced, and seamlessly integrated into the lives of their users.
Conclusion
In our conversation with Shao Jingfeng, it became clear that he is a visionary designer who is deeply passionate about creating cars that transcend mere transportation and become integral parts of people's lives. His emphasis on harmony, cultural influences, and user-centric design has shaped SAIC's approach to car design and positioned the company as a leader in the automotive industry.
As we look towards the future of car design, it is evident that Shao Jingfeng's innovative mindset and commitment to excellence will continue to drive SAIC towards new heights of creativity and success. His vision for harmonious, user-centric car design is sure to leave a lasting impact on the automotive industry for years to come.
