Cowin X3 (2014)
Cost efficient design quality
The Cowin X3 is a production car based on the Chery Tiggo3 platform that excels in it’s relation between perceived value and actual cost.
Create a cost effective design for the new Cowin Brand
When the Chery Group decided to create a new cost efficient sub-brand they came to use to define the DNA of the brand through an advanced study (the Cowin i-CX), consult for their portfolio and technical concept definition, and finally design and execute a production car (the Cowin X3) based on their Tiggo 3 platform.
WHAT WE DID
We defined the brand identity and product contents. We designed the i-CX advanced study and developed it into the Cowin X3 production car.
DEFINE : We defined the Brand Identity and a clear platform and component sharing strategy. Special attention was hereby given to cost efficiency while keeping quality in the proportions and content.
DESIGN: We first designed the i-CX advanced study that expressed the ideal proportions and tested the Brand styling DNA. It was a specific goal to create a design that would attract a large customer base, as cost awareness rather would be the main motivation for the buyer. We used simple yet sophisticated surfaces to raise the perceived value while maintaining investments low.
Subsequently we designed the X3 production car, a careful adaptation of the original i-CX design onto the existing Tiggo3 platform of the Chery Group.
DEVELOP: We developed the final surface data for the exterior and interior, integrating all the technical and legal requirements needed to build the i-CX and produce the X3. We were also responsible for the construction of the i-CX full scale model.
i-CX ADVANCED PRE-STUDY
We first translated the Brand DNA into the i-CX advanced study that also served to publicly launch the brand.
COWIN X3 PRODUCTION CAR
The production car version was developed on the existing Tiggo 3 chassis, changing only the exterior body panels. We maximised the visual impact of this limited (and low cost) intervention, thus creating an excellent perceived value for a very competitive price. A similar approach to the interior design allowed us to design a car in 2014 with a 10” touchscreen for just 8000€ market price.
Cost efficiency needs to be central in any succesful project. In order to reach this it is necessary to integrate the design strategy with a clear platform and component sharing strategy. Granstudio’s excels at creating these strategies thanks to its experience and holistic design approach.
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