Research On The Design Of Volkswagen Brands In The Age Of Sharing

Intelligent,green and sharing have become the main development trend of automobile manufacturing in today’s era.Shanghai Volkswagen automobile co.,LTD.Is a joint venture as the country’s oldest and one of the most mainstream forms,how to combine the characteristics of The Times,make full use of the enterprise existing brand image,in the sharing of the era of big background,the enterprise brand image extend from manufacturing to services,complete the extension of brand image,to enhance the brand value of Shanghai Volkswagen,rich enterprise’s intangible assets,inject new image for the company development opportunity has the vital significance.In addition to carrying the basic functions of transporting people or goods,today’s cars have become an important part of contemporary urban construction and a basic unit in the transportation network of smart cities,connecting the whole city together as a bond.Nowadays,the research and development and promotion of new energy vehicles,as one of the important countermeasures against environmental pollution and energy exhaustion,represent a major trend of the development of transportation.Different from traditional means of transportation,electric vehicles can provide users with more diversified services in more diversified ways besides transportation functions.Based on this,this paper intends to discuss how to reflect the demands of intelligent,green and sharing in the background of the era through the design of vehicles,so as to achieve the brand image extension and brand value enhancement of saic Volkswagen in the service field.The design of this paper relies on the corporate brand image of saic Volkswagen.In history,the brand image of Volkswagen has experienced three stages of corporate culture development,which are represented by the main slogan of the advertisement,"to be the people’s car","love for the car" and "this is the car".In terms of social responsibility,on the one hand,saic-volkswagen puts people-oriented service and high-quality and reliable automobile products into practice to improve the quality of life of users;on the other hand,saic-volkswagen adheres to green production and is committed to taking electric vehicles as one of the strategic pillars of the enterprise.This paper takes the new crossover model as the research object,and the project source is the school-enterprise cooperation project during the summer internship ofsaic Volkswagen participated in in this paper.On the basis of fully analyzing and understanding the design requirements of saic Volkswagen,the corresponding concept divergence and scheme design are carried out by combining the development background of The Times with the brand cultural image.The scheme design combines and responds to the background of the sharing era,constructs the multi-directional service function,and implements the service spirit of saic Volkswagen,thus enriching the brand image and improving the brand value.This thesis takes the summer internship proposition of saic Volkswagen as the project input.The project takes the design team as the unit and follows the normal process of enterprise design and development.The process includes stages from design investigation to small scale model making.The project first carried out preliminary design research and analysis,selected the design concept,and then carried out multiple rounds of sketch scheme review.Alias modeling and digital rendering were performed for the selected final design scheme,and scheme evaluation was carried out through VR.Finally,a small scale hard model was made.This design provides an effective reference for new energy vehicle design of saic Volkswagen in terms of design philosophy and design language.