CHERY TX/TIGGO (2012)
Creating an award winning styling DNA
The Chery TX is a concept car that showcased a new styling DNA for the Chery Brand. The TX was later developed into the Tiggo 7 production car, while the Styling DNA served to develop the complete Chery portfolio.
The need to define an own brand identity and coherence
Chery is one one of the pioneers in the Chinese passenger car market, who rose to fame with their early success of the QQ city car. They struggled however to follow up that succes and struggled to create their own brand identity after outsourcing for years isolated design project to classic automotive design studios. That’s why they turned to Granstudio, with the question to lead them towards their own brand identity through the creation of a Brand DNA, a showcar and a production car.
WHAT WE DID
We defined a new Brand DNA and logo, we designed the Chery TX showcar to display this, and subsequently developed this into the Tiggo 7 production car.
DEFINE : We researched the Chines market and together with the client’s input we translated this into a definition of the Brand DNA, technical concepts for the new production cars and innovative ideas for the product content.
DESIGN: Based on the Brand DNA definition we designed the Chery TX showcar. Focus was on upgrading the perception of quality and increasing the perception of identity of the brand. This was reached through the creation of unique and forward-looking graphical features in combination with ‘hydro-dynamic’ surfacing and muscular volumes.
DEVELOP: We developed the final surface data for the exterior and interior of both the TX and Tiggo 7, integrating all the technical and legal requirements needed to build the showcar and produce the car. We were also responsible for the building of the showcar and the creation of the communication images and video.
CHERY TX SHOWCAR DETAILS
CHERY TIGGO 7 PRODUCTION CAR
In 2017 the production version of the TX, called Tiggo 7, was launched to critical acclaim. The design was awarded by ‘Best Production Car of the Year’ by Car Styling Magazine
Our work formed the base to develop the whole updated Chery product line, giving birth to many successful and awarded cars.
We can no longer design a production car as a single isolated object as design became an intrinsic part of the Brand Strategy. Therefore Granstudio partners with it’s client on a more strategic level, allowing the design to become a true expression of the brand.
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