Under the background of younger consumer groups, people's cognition and attitude towards vehicles have undergone fundamental changes, from luxury goods to necessities, and now it has become a "fast consumer goods" expressing lifestyle ". Correspondingly, the car design of the previous era often has a condescending attitude-cars are greater than people. In the view of the Roewe brand in the new era, these will gradually become the past tense. This is the starting point of "Whale" design. I hope to establish a brand-new car design value, break the old rules, and create a design that can catch the attention of young people and resonate with young people.

Based on this, the Roewe brand adheres to the car-making concept of "Taste Technology, Know You and Do", actively embraces the changes of the times, and looks at places where young people gather such as digital technology circles, secondary circles, fashion circles, and sports play circles. Participate in the world of young people. In the design of "Whale", it incorporates more fashionable, cooler, and more technological elements, making the travel life of the younger generation.

"Whale" is a cross-border work launched by the Roewe brand under the background of drastic changes in the automobile industry. It has created three firsts of the brand: First, it is the first time the Roewe brand has launched a large-space cross-border SUV in the face of younger market demand. Secondly, it is a design evolution of the Roewe brand in the context of embracing industrial change, using cutting-edge design attitude and cross-border, the first design thought experiment aimed at the current Chinese consumers was carried out; third, it is the first model of the Roewe brand to jump out of the original product pedigree, carrying the mission of opening up a new market, and it is a declaration of Roewe's brand transformation to a more extreme and more attitude.

As an exclusive car built by the Roewe brand, "Whale" not only has a wide and suitable space leading the SUV of the same class, but also has a sports car-like dynamic posture and a cross-border aesthetic design style. Its cross-border SUV styling is the result of the Roewe brand's comprehensive choice of space demand, practical demand and aesthetic taste under the evolving values. "Whale" is not subdivided for the sake of segmentation, but a redefined epoch-making product.

Since the introduction of family-style rhythm design in 2016, Rongwei brand has always focused on the common aesthetics of consumer groups. Facing the new wave of the market and new users, Rongwei brand needs to upgrade its design iteratively to create models that are more in line with the aesthetics of current users and help the brand move up. For this reason, Rongwei brand has carried out cross-border interpretation of the rhythm design concept and launched a new "rhythm awakening" design concept.

"Whale" is the first model to adopt the new design concept of "rhythm wake-up". Through exclusive design concepts such as emotional wake-up, explicit intelligence and cross-border thinking, it has created designs such as dynamic sliding back, time and space door lamp group, energy cube-starship headlight, clairvoyant rearview mirror, flower of science and technology, low wind resistance wheel hub, etc., showing a younger, personalized and technological image, focus on awakening the emotions of young users with high awakening rhythm modeling design, through the eyes, impact the heart, bring deep impression and lasting memory.

1, rhythm wake up, impact instinctive emotions
"Whale" is committed to creating a brand-new category that is fashionable, cool and practical through the design of high emotions such as moving back, super-large space and wind tail, so as to awaken the emotions of young users and tap the most instinctive emotional resonance in human nature.
Dynamic slip back: The front of the car swoops forward and cooperates with the slip back shape to create a strong momentum.

Super Large Space: "Whale" has the longest wheelbase of the same class of 2760mm, creating a wide and suitable moving space exclusive to the young Z generation.

Wind-pulling tail wing: The shape of "Whale" quickly slips back, on the one hand, creates a strong sense of movement, just like the high-performance fighter armor of the second-dimensional world; on the other hand, through the design of the wind-pulling spoiler, it effectively expands The rear head space.

2, explicit intelligence, technology to accompany travel
In the era of intelligence, the characteristics of science and technology and intelligence are highlighted. Under the original driving force of cars from vehicles to intelligent products, "Whale" is more intelligent in design and is committed to empowering young users with intelligent technology.
The form following function in the new era: "Whale" has 3 radars and 12 intelligent driving cameras. Through the close cooperation of designers and engineers, these sensors are perfectly integrated into the design through intelligent integration.

Breakthrough identification symbol: the grille area of "whale" breaks through the boundary of traditional grille design and perfectly blends with the body color; The large-area position lamp forms a unique visual symbol, which echoes with the grille area and highlights the sense of intelligence.

Time and Space Door Lamp Group: The combined position lamp is like an open time and space door, and the longitudinal grille forms its curtain, which complements each other. At the same time, the huge luminous area is very recognizable at night.

Energy Cube-Starship Headlights: The headlights are inspired by the cosmic starship carrying energy crystals. The four blue ambient lights of each unit outline an energy crystal, symbolizing the huge energy contained in the "whale.

Product design method: "Whale" applies the design idea of intelligent products to create more exquisite details on the simple surface.

The taillight of the tunnel door: The taillight runs through the lamp and the two sub-lamps to form a space-time tunnel gate, which echoes the headlights and has a high degree of recognition at night.

Interstellar tunnel sub-lamp: The tail sub-lamp is inspired by the time and space tunnel. The real optical reflection structure is arranged in the lamp to simulate the tunnel effect, and the "X" is the center to radiate light around and transmit infinitely to the distance.

Clairvoyant rearview mirror: The rearview mirror turn signal adopts a Y-shaped design language, which is full of technology. At the same time, it integrates two cameras of surround view and peripheral view to enhance the vehicle's environmental perception ability; the top of the frame adopts a sharp angle shape to make the rearview mirror The wind resistance has been reduced; a luminous lion logo is added to the rearview mirror to improve brand recognition.

Flower of Technology Low Wind Resistance Wheel Hub: The design image of the wheel hub comes from the mechanical flower in science fiction movies. It uses a high-brightness black decorative surface to effectively reduce wind resistance. The sharp profile of the wheel hub, the outward blooming momentum, and the contrast between metal aluminum and bright black materials all show the charm of science and technology.

3, cross-border thinking, exquisite light luxury life
Cross-border is the life attitude that young people are keen on today, and it is also the only way for "whales" to obtain evolutionary energy from the outside. The design evolution of "Whale" is also deeply influenced by cross-border concepts and elements. It draws inspiration from clothing design, architectural design, fashion circle, secondary circle, sports and play circle, expresses the most fashionable attitude towards life, and resonates with young people.
Create a more advanced sense of intelligence: In many sci-fi movies, people wear tights with flexible printed circuit boards to highlight intelligence. "Whale" draws inspiration from clothing design and combines intelligent skin with fold cutting technology to create a new front face, making the whole car more intelligent.

The first "light luxury wind": in the application of color, "whale" draws on the sense of intelligent technology and fashion, simplicity and simplicity in interior design, as well as the sense of rich and exquisite details, and the first anti-industrial car design style, which is in line with the current Z generation's yearning for a better life.

The color theme of "Whale" is a simple and light luxury style. On the basis of the minimalist pearlescent white body, some exquisite gold details are added to highlight the texture of the whole car. With the addition of a black roof, the new car is marked with an intelligent product background color, which is outlined with Phnom Penh and increases the look and feel of advanced customization, making the whole car simple but not simple, advanced but not grandiose.

See the real chapter in the details: clairvoyant rearview mirror, mecha spoiler and other details are a complete product design, which shows the sincerity and ingenuity of Roewe brand.

4, a new color theme, the achievement of "whale" color travel life
"Whale" provides a total of five exterior color choices: pearlescent white-light luxury gold, global ash, cement ash, pearlescent black and intelligent blue, and is committed to making users' travel life more "whale.

Pearlescent White & Light Luxury Gold: Carefully add nano-scale pearlescent particles, the paint is warm and delicate in color, and blooms as gracefully as Venus was born. High purity high transparent pure white, bring light and transparent cool feeling, more comfortable and refreshing. At the same time, the front grille, body trim and other areas are outlined with golden lines, which conforms to the new fashion life concept of light luxury and meets the pursuit of high-quality life details by the younger generation of users.

Universal Grey: The vastness of the universe and the splendor of the galaxy world are vividly reflected between the two words "Universal. The texture of matt deepens the contrast between light and shade, and at the same time presents a technological texture full of tension.

Cement ash: a kind of the most primitive and pure color, the paint texture is true and simple, seemingly simple, but warm and elegant and delicate. The decoration of copper-phase gold lines adds a sense of layering, with a high-brightness black roof, and the whole vehicle has both layering and style.

Pearlescent black: From the eternal depth of the universe, blue pearlescent faintly reveals, enhancing the mystery and layering of the body color. The black paint surface is formed by the combination of industrial wind and future technology. The special visual color with corners and granular pearlescent brings a brand-new dynamic effect of light speed, which is very cool.

Smart Blue: With extreme pure blue as the main color, combined with turquoise green and BASF's unique Lumina blue effect pigment, it is like surfing and other extreme sports on the turbulent sea, showing a sense of movement.