In fact, it is understandable to calibrate competing products according to the positioning and price of the products themselves, but obviously Weilai has a deeper meaning for BMW's "challenge", that is, the gap between the former new power brands and traditional car companies is getting smaller and smaller. On the one hand, it is because the new power brands have accumulated considerable experience; On the other hand, traditional car companies have gradually adapted to the rules and gameplay of new energy tracks.
How to integrate the tonality of new energy products with independent brands, how to show the difference with rivals and how to achieve the same frequency and tune with consumers will be the problems that new and old automobile brands need to solve. Weilai gave a simple but not simple answer through ET5: design.
From the super-running gene "design for AD" to the comfortable "second living room", design has always been one of the core values of Weilai brand. On the basis of the original products, ET5 upgraded and refined the essence of Weilai's design concept, reconciled with the aesthetic demands of contemporary young people, and finally got the beauty of design that people fell in love at first sight.
Curves and surfaces worshipped by countless designers are the external theme of ET5. The pure and natural visual experience makes it easier for people to focus on its striking headlights and front face shape, while the motion diffuser at the lower end of the rear makes it sharper. In addition to this aesthetic feeling, it also has a wheelbase of 2888mm, which gives the car a large space to meet the needs of users in China.
As the saying goes, clothes make the man and paint the car. ET5 has also put a lot of thought into the choice of colors: 9 exterior colors from the sky and 6 interior colors from the earth. Even if you just hear such design inspiration, you can't help but think of the beautiful scenery of nature.
When Wei Lai mentioned the concept of "the second living room" again, it was obviously not to stir up cold rice, but because they had a new interpretation. One of the key points of ET5 interior is to present a more humanized and advanced layering with different materials.
Clean+environmentally friendly fabrics, completely recycled from PET plastic bottles, are widely used in high-end furniture brands in Northern Europe. It also has good acoustic characteristics, which is suitable for the light transmission effect of the atmosphere lamp on the sound cover, giving passengers a warm space feeling similar to the home environment.
The main contact in ET5 car adopts aviation grade antibacterial paint with the same cost as chrome plating, and Haptex synthetic leather interior, which is the first model in Weilai without animal skin and chrome plating decoration.
256-color digital light curtain atmosphere lamp has played a very good role in creating emotional appeal. Depending on the option, the user can let the light surround the cockpit and shine on the curtain-shaped interior decoration. The 23 speakers hidden in the door material can also play timely music, which you will feel when you lie in the back seat with a tilt of 27 degrees. The "discovery" you achieved before is to let users experience the core hidden in the original design.
When all these things are concentrated in a car cockpit, the relationship between their functions and vision expresses a theme: the perfect space for carrying design, man and nature.
The most direct thing is that ET5 shows you what Weilai, who has always been deeply involved in science and technology, will look like when it is presented in a young, refined and high-quality way. For a new energy product of 328,000 ~ 386,000 yuan (before subsidy), the spiritual demands of young users in the true sense are expressed through design.
Just like knowledge, skills and body are all necessary conditions for survival, but poetry, art, romance and love are the reasons for our survival. It is precisely because of this high design appeal that Weilai ET5 is not as strong as most automobile products, but is replaced by design and humanistic spirit.
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