论汽车造型设计的传承与变异

Study on the of Car Styling

汽车发展史上,一些汽车品牌在车身造型上有着鲜明的传承因素,而另一些品牌则没有。一般说来,高端的或者强调个性的汽车品牌比较重视汽车造型设计的传承因素。汽车造型设计的传承体现在车身整体造型和以进气格栅为代表的家族化造型细节上。汽车造型设计的变异体现在追随时代风格、使用全新家族化造型语言和微调家族化造型语言等三个方面。在车型换代设计的过程中,汽车品牌应该根据自身定位、战略规划和市场环境的变化来把握好传承与变异的关系。

In the history of auto industry, some auto brands have deifnite inheritance of car styling while the other brands have not. Generaly, high-end brands and auto brands which put emphasis on individualization pay more attention to the inheritance of car styling. Inheritance of car styling can be presented on the whole appearance of car bodies and some family styling languages on parts of car bodies such as air-inlet griles. On the other hand, variations of car styling can be presented on three aspects which are folowing popularity, using brand-new family styling languages and varying slightly family styling languages. In the process of car regenerations, auto brands should handle the relation of inheritance and variations of car styling according to their brand positioning, strategy planning and the change of market environment.