Jaguar New Energy Vehicle’s Chinese National Tide Sense CMF Design

As China’s comprehensive national power continues to rise,the country has gradually raised its national self-confidence and national cultural heritage and innovation,and the "National Tide" phenomenon is gradually gaining attention.A t the same time,with the introduction of the new energy vehicle strategy,the emission standards and regulations for traditional fuel vehicles have become increasingly stringent,and domestic and foreign automobile companies have turned their attention to low-pollution new energy vehicles.The rising trend of "National Tide" and the development strategy of new energy vehicles is both an opportunity and a challenge for the development of automotive companies,and also puts forward new requirements for the d esign of new generation cars.As a traditional British luxury car brand,Jaguar proposes a localized design strategy,making the "National Tide" one of the design goals for the next generation of new energy models to meet the needs of the Chinese market an d enhance Chinese consumers’ brand favorability,thus paving the way for Jaguar’s electrification strategy in the Chinese market.Based on the above background,the project analyzed the Jaguar brand,defined the theme of national trend,and analyzed the ae sthetic needs of potential Jaguar users to find the design direction of national tide sense CMF under the Jaguar brand,and finally produced the design plan of national t ide sense CMF for Jaguar new energy vehicles.First of all,the project sorted out the brand tone of the Jaguar brand,based on the brand tone of Jaguar and its brand electrification strategy,extrapolated the product tone of the next generation of new energy sedan models,and compared and analyzed the similarities and differences of the CM F style language of the Jaguar brand in the fuel car era and the new energy era.Next,the project summarizes the concept of "National Tide Sense Design".By conducting market research on Chinese tide sense,understanding the overview of Chinese tide market and sorting out Chinese tide sense design cases,the project summarizes the design approach of Chinese tide sense,mainstream CMF design trends and Chinese tide sense CMF design trends.The research summarizes the perceptual model of automotive CMF design,analyzes the elements and design techniques of CMF design with a sense of national trend based on the current model cases,and summarizes and proposes the automotive CMF design ideas of the design technique of national trend with a sense of nationa l trend.Secondly,the project researched the future lifestyle and aesthetic needs of potential Jaguar brand users,and analyzed the matching relationship between users’ aesthetic needs and the national tide sense CMF trend style.Combining the Jaguar CMF style language in the new energy era,the national t ide CMF design trend and users’ aesthetic needs,the design direction of the national tide sense of Jaguar new energy vehicle CMF design was found.Then,the research findings were applied to design practice,translating the design requirements of the Jaguar brand into design implementation details of colors,materials and textures,and completing the creation of the design scheme.Finally,after several rounds of evaluation and modification,the final design was obtained,the material board and digital model rendering were completed,and the effect was displayed with the help of VR technology.The project outlined the concept of "National Tide" and "National Tide Sense Design",and summarized the national tide sense design approaches in different development stages.The project produced three sets of CMF design solutions for Jaguar’s new energy vehicles,providing a reference and basis for Jaguar’s future localized design direction in China,and accumulating useful experience for the exploration of national tide sense design for international automotive brands.