GAC's Zhang Fan: Escaping the Tech and Styling Vortex to Return to Brand Essence is the Key to Breaking Homogenization

Deep News05-16

The 18th Xuanyuan Automotive Blue Book Forum was held in Guangzhou from May 15 to 17, with the theme "Turning Point." Zhang Fan, Chief Design Officer of GAC GROUP, attended and delivered a speech.

Zhang Fan admitted that design homogenization has become very severe, with consumers often remembering only a handful of classic models. The root of the problem lies in brand perception and user cognition. He emphasized that the core of a brand should not merely be about the company proclaiming its own "greatness," but rather what it can bring to users' lives. Zhang Fan stated that Chinese automotive design is at a critical turning point. Only by moving beyond the narrow competition focused solely on technology and styling, returning to the brand's essence, and establishing a clear value proposition and design system can the industry truly break the deadlock of homogenization and win recognition from global users.

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