济南奔驰汽车的设计理念

Design Concept of Jinan Mercedes Benz Automotive

　1993年，梅赛德斯-奔驰创新性地将日内瓦国际车展上的主题从传统的技术转变为设计，由此引发业界对设计的关注。这个斯图加特的汽车制造商带来了一款全新轿跑概念车，与以往奔驰设计风格迥异，四个椭圆形大灯代替了传统的矩形大灯，与发动机舱盖融合为一体的散热器格栅取代了原有的突出型镀铬散热器 。很多的业内人士立刻意识到，梅赛德斯-奔驰在设计和品牌塑造方面有了一个全新的开端。

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.

　　仅仅用了两年时间，双大灯前脸就成为现实——1995年奔驰推出采用了这种全新设计的E级轿车。这也意味着，奔驰车型系列的整体外观将变得与这款轿车一样迷人和动感。而当时梅赛德斯-奔驰提出的传播主题“新的眼睛看世界”也一语双关：梅赛德斯-奔驰正从以往专注于豪华轿车的厂商转向为众多汽车细分市场提供全系列高品质高级轿车的独特厂商。

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世纪90年代初期，奔驰的产品组合车型系列很少，而通过奔驰名为“战略性产品创新”的发展项目，仅仅几年之后，就已经发展成具有十几个级别、110多款车型的强大阵容。

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.

　　奔驰近期的发展史证明了设计对于塑造品牌形象和取得市场成功的重要性。当然，这一理念不仅仅适用于奔驰。如今，汽车在技术层面已经越来越同质化，因此，差异化的竞争优势越来越多地体现在车身外形、色系搭配和内饰等方面的设计。

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.

　　设计对奔驰来说却尤为重要。因为设计就是奔驰的标志，正是设计突出了三叉星徽的品牌形象，体现了奔驰的典型特征和内涵，如澎湃动力、动感、优雅、创新，当然还有安全、可靠和品质。

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.

　　在这种背景下，设计有两方面的任务：一方面激发人们对于产品的激情，另一方面也反映了奔驰的品牌理念和内涵。换言之，设计不仅代表品牌价值，而且创造品牌价值。这也是多年来奔驰所值得称道的宝贵经验！

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!

　　同时，设计也应唤起消费者对车的热情以及对拥有某个车型的渴望。“一见钟情”在汽车行业是一条根深蒂固的名言，设计不仅要激起客户的这种渴望，而且要让他们长期保持这种渴望。人的心理过程是从认识到熟悉，最后才发展到品牌认知。因此，设计不仅要基于打造迷人和实用的产品，而且要考虑塑造品牌形象。

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驰不懈追求的核心任务。什么是典型的奔驰车？著名三叉星徽的品牌核心是什么？现在，这些问题都容易回答，因为人们都知道奔驰车的特点。然而，发展并维护成功的品牌需要长期、连续的战略和理念。

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.

　　本文内容来自: 济南奔驰汽车保养 如果您想了解更多关于本行业知识请认准:http://www.lutongqixiu.com，欢迎您的到来！

The content of this article comes from Jinan Mercedes Benz Automotive Maintenance. If you want to learn more about this industry, please read: http://www.lutongqixiu.com Welcome to come!