濟(jì)南奔馳汽車的設(shè)計(jì)理念

Design Concept of Jinan Mercedes Benz Automotive

　1993年，梅賽德斯-奔馳創(chuàng)新性地將日內(nèi)瓦國(guó)際車展上的主題從傳統(tǒng)的技術(shù)轉(zhuǎn)變?yōu)樵O(shè)計(jì)，由此引發(fā)業(yè)界對(duì)設(shè)計(jì)的關(guān)注。這個(gè)斯圖加特的汽車制造商帶來了一款全新轎跑概念車，與以往奔馳設(shè)計(jì)風(fēng)格迥異，四個(gè)橢圓形大燈代替了傳統(tǒng)的矩形大燈，與發(fā)動(dòng)機(jī)艙蓋融合為一體的散熱器格柵取代了原有的突出型鍍鉻散熱器 。很多的業(yè)內(nèi)人士立刻意識(shí)到，梅賽德斯-奔馳在設(shè)計(jì)和品牌塑造方面有了一個(gè)全新的開端。

In 1993, Mercedes Benz innovatively transformed the theme of the Geneva International Auto Show from traditional technology to design, which sparked industry attention to design. This Stuttgart car manufacturer has brought a brand new coupe concept car, which is completely different from the previous Mercedes Benz design style. The four oval shaped headlights replace the traditional rectangular headlights, and the radiator grille integrated with the engine hood replaces the original protruding chrome plated radiator. Many industry insiders immediately realized that Mercedes Benz had a brand new beginning in design and brand building.

　　僅僅用了兩年時(shí)間，雙大燈前臉就成為現(xiàn)實(shí)——1995年奔馳推出采用了這種全新設(shè)計(jì)的E級(jí)轎車。這也意味著，奔馳車型系列的整體外觀將變得與這款轎車一樣迷人和動(dòng)感。而當(dāng)時(shí)梅賽德斯-奔馳提出的傳播主題“新的眼睛看世界”也一語(yǔ)雙關(guān)：梅賽德斯-奔馳正從以往專注于豪華轎車的廠商轉(zhuǎn)向?yàn)楸姸嗥嚰?xì)分市場(chǎng)提供全系列高品質(zhì)高級(jí)轎車的獨(dú)特廠商。

In just two years, the dual headlight front face became a reality - in 1995, Mercedes Benz launched an E-Class sedan with this new design. This also means that the overall appearance of the Mercedes Benz model series will become as charming and dynamic as this sedan. At that time, Mercedes Benz's promotional theme of "New Eyes Looking at the World" was also a pun: Mercedes Benz was shifting from a manufacturer that used to focus on luxury cars to a unique manufacturer that provided a full range of high-quality luxury cars for numerous automotive segments.

　　在20世紀(jì)90年代初期，奔馳的產(chǎn)品組合車型系列很少，而通過奔馳名為“戰(zhàn)略性產(chǎn)品創(chuàng)新”的發(fā)展項(xiàng)目，僅僅幾年之后，就已經(jīng)發(fā)展成具有十幾個(gè)級(jí)別、110多款車型的強(qiáng)大陣容。

In the early 1990s, Mercedes Benz had a limited range of product combinations and vehicle models. However, just a few years later, through Mercedes Benz's development project called "Strategic Product Innovation", it had developed into a powerful lineup of over a dozen levels and over 110 models.

　　奔馳近期的發(fā)展史證明了設(shè)計(jì)對(duì)于塑造品牌形象和取得市場(chǎng)成功的重要性。當(dāng)然，這一理念不僅僅適用于奔馳。如今，汽車在技術(shù)層面已經(jīng)越來越同質(zhì)化，因此，差異化的競(jìng)爭(zhēng)優(yōu)勢(shì)越來越多地體現(xiàn)在車身外形、色系搭配和內(nèi)飾等方面的設(shè)計(jì)。

The recent development history of Mercedes Benz has proven the importance of design in shaping brand image and achieving market success. Of course, this concept is not only applicable to Mercedes Benz. Nowadays, cars have become increasingly homogenized in terms of technology, so the competitive advantage of differentiation is increasingly reflected in the design of body shape, color matching, and interior.

　　設(shè)計(jì)對(duì)奔馳來說卻尤為重要。因?yàn)樵O(shè)計(jì)就是奔馳的標(biāo)志，正是設(shè)計(jì)突出了三叉星徽的品牌形象，體現(xiàn)了奔馳的典型特征和內(nèi)涵，如澎湃動(dòng)力、動(dòng)感、優(yōu)雅、創(chuàng)新，當(dāng)然還有安全、可靠和品質(zhì)。

Design is particularly important for Mercedes Benz. Because design is the emblem of Mercedes Benz, it highlights the brand image of the three pointed star emblem, reflecting the typical characteristics and connotations of Mercedes Benz, such as surging power, dynamism, elegance, innovation, and of course, safety, reliability, and quality.

　　在這種背景下，設(shè)計(jì)有兩方面的任務(wù)：一方面激發(fā)人們對(duì)于產(chǎn)品的激情，另一方面也反映了奔馳的品牌理念和內(nèi)涵。換言之，設(shè)計(jì)不僅代表品牌價(jià)值，而且創(chuàng)造品牌價(jià)值。這也是多年來奔馳所值得稱道的寶貴經(jīng)驗(yàn)！

In this context, design has two tasks: on the one hand, it stimulates people's passion for the product, and on the other hand, it also reflects Mercedes Benz's brand philosophy and connotation. In other words, design not only represents brand value, but also creates brand value. This is also a valuable experience worth praising for Mercedes Benz over the years!

　　同時(shí)，設(shè)計(jì)也應(yīng)喚起消費(fèi)者對(duì)車的熱情以及對(duì)擁有某個(gè)車型的渴望?！耙灰婄娗椤痹谄囆袠I(yè)是一條根深蒂固的名言，設(shè)計(jì)不僅要激起客戶的這種渴望，而且要讓他們長(zhǎng)期保持這種渴望。人的心理過程是從認(rèn)識(shí)到熟悉，最后才發(fā)展到品牌認(rèn)知。因此，設(shè)計(jì)不僅要基于打造迷人和實(shí)用的產(chǎn)品，而且要考慮塑造品牌形象。

At the same time, design should also arouse consumers' enthusiasm for cars and their desire to own a certain model. "Love at first sight" is a deeply ingrained saying in the automotive industry, and design should not only arouse this desire from customers, but also keep them engaged in it for a long time. The psychological process of a person goes from recognition to familiarity, and finally develops into brand awareness. Therefore, design should not only be based on creating charming and practical products, but also consider shaping the brand image.

　　品牌的塑造一直是奔馳不懈追求的核心任務(wù)。什么是典型的奔馳車？著名三叉星徽的品牌核心是什么？現(xiàn)在，這些問題都容易回答，因?yàn)槿藗兌贾辣捡Y車的特點(diǎn)。然而，發(fā)展并維護(hù)成功的品牌需要長(zhǎng)期、連續(xù)的戰(zhàn)略和理念。

Brand shaping has always been the core task pursued by Mercedes Benz. What is a typical Mercedes Benz car? What is the brand core of the famous trident emblem? Nowadays, these questions are easy to answer because people all know the characteristics of Mercedes Benz cars. However, developing and maintaining a successful brand requires a long-term and continuous strategy and philosophy.

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