Automotive design | Kaiyi Concept i-XA 01 | 2020
The Collaboration That Revamped Kaiyi’s Brand Presence for China's Next Generation of Drivers.
Granstudio teamed up with Kaiyi Motors to launch their very first concept car, which perfectly captures the sporty and young essence of their brand.
We embarked on a fascinating journey to the core of China, immersing ourselves in the market and capturing invaluable insights into the aspirations and ambitions of the younger generation.
In a short span of time, we assisted the client in identifying their desired target audience, we gained deep insights into the preferences and needs of the end-user and effectively translated them into a tangible experience.
Holistically, we combined Field Research, UX brand definition, HMI design, Mixed Reality (MR) development, and 3D visualization, which laid the foundation for Kaiyi's thriving journey.
The result? A customizable experience that adapts to the lifestyle of end-users: sporty exterior but a roomy interior for a comfortable ride, along with design elements that allow them to disconnect from the hustle and bustle of urban life.
The Design Process
Research Based
Kaiyi Motors tasked us with redeveloping their brand to one that would appeal to a young and sporty audience residing in tier 2 and tier 3 cities in China.
Eager to embark on the quest, they sought our expertise. We embarked on a 10-day expedition across the vast lands of China. Engaging with the locals and immersing ourselves in their stories, we gathered precious insights. These invaluable data were analyzed, unveiling actionable knowledge for our team back in Turin.
Immersive User Scenarios
Granstudio used DigiPHY to go beyond conventional car packages.
While this mixed reality tool is commonly used for that purpose, we pushed boundaries by creating lifelike simulations of social gatherings both inside and outside the vehicle. By envisioning scenarios such as lounging with the folding doors open, we were able to realistically role-play the experiences and lifestyle of the target audience.
Versatility
One of the key challenges faced when designing sports cars is incorporating impactful features without compromising the vehicle's utility.
Cars must also adapt to various social circumstances, a core principle in our approach at Granstudio. Our goal is to design flexible cars that meet users' needs in different situations, like work commutes or leisure time.
Modular System
Initially, we highlighted the versatile nature of the interior, stretching from front to rear. But there is more.
The center console's functionality added another layer of flexibility, allowing customization to suit individual needs and unique purposes. Our extensive field research revealed that Kaiyi's vehicle targeted a demographic seeking solace from the chaos of the city, finding refuge in nature while enjoying good company.
“ Despite pandemic challenges and motor show cancellations, we remained committed to our phygital design process, focusing on delivering adaptive, purposeful designs for evolving user needs. ”
— LOWIE VERMEERSCH, CEO & CREATIVE DIRECTOR.
About the styling DNA
As you delve into the concept, you will notice how space undergoes a shift in ambiance from an energetic, driver-focused front to a spatious, lounge-like atmosphere at the rear.
This transition perfectly captures the flexibility we uncovered during our research phase. It creates a sense of versatility and adaptability that is reflected in both the design and functionality of the vehicle.
3D Digital Cockpit
Lounge Interior
Size Impression
Waterfall grill
About Kaiyi Motors
Kaiyi Motors, founded in 2014, makes use of Chery Group's technical expertise to produce standard & green-energy vehicles, which are designed with the help of global R&D teams, including Granstudio – responsible for the Brand DNA, Vehicle Design and HMI design.
