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.

 
 

THE ASSIGNMENT

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.

 
The overall design is simple to create a wide acceptance, and expresses a confident and positive character

The overall design is simple to create a wide acceptance, and expresses a confident and positive character

The rear design combines simplicity with proportions that convey muscularity and great stance.

The 2014 interior design anticipated current design trends that leave central stage to the HMI system

The 2014 interior design anticipated current design trends that leave central stage to the HMI system

We defined many smart contents such as the integration of controls into the air outlets.

We defined many smart contents such as the integration of controls into the air outlets.

 

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.

 
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Creating a great relation between perceived value and actual cost is key to any design that wants to be successful on the market.
— Lowie Vermeersch, Creative Director
 

OUR VIEW

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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