Car Brand Culture Shape In The Modelling Design Research

Business competition is more and more intense in modem society, for the importance of the brand has been raised to a new level, just rely on a product unify the whole country the situation of ceased to exist, any brand is impossible to just rely on a product to obtain long-term survival and development. If a brand want to get a good development, It must be on the line for a long term and unified planning, develop their own unique characteristics and cultural connotation, allow consumers to easily identify own products in their consumer activity, while spontaneously build brand loyalty.Car design as cultural awareness and build brand awareness carriers and means, more and more importance in enterprises. Car design shift from the traditional technology for brand strategy driven, great changes have taken place in automotive ideology," Modeling of genes"as one of the important ways to shape the brand culture has been transformed into car’s core competitiveness.The face of volatile auto market, how to accurately grasp the market of demand form, which requires long-term design goals and practical design methods. Independent brand overall strength compared with mature foreign car brands have larger gap. Mature foreign auto brand through years of development, formed the brand characteristics of design language. In contrast, the development of the domestic independent brands, how to find and set up based on the Modeling of the context of Chinese traditional culture and brand culture genes, become the main issue in the development of independent brands.This articles will analysis and research Rolls-Royce and Audi car Modeling, by longitudinal and transverse comparison, extract shape elements of car, analyze the change of the design. At the same time to research and analyze the domestic independent brand, we will through the contrast and analysis, get the shortcomings and lacks, hope to provide reference data and theoretical basis for the design industry in China.