第20期：观致的自信与挑战

2013-04-23 10:34

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第20期：观致的自信与挑战

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第21期：不一样的车展

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                "prevue": "汽车万象，<a href=＂http://auto.163.com/special/sight/＂ target=＂_blank＂>视野</a>大不同",
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                   "note": "观致自成立之日起，就是一个颠覆汽车界传统“异类”，他试图创造一种模式，打造汽车界的“苹果”。在首秀赢得满堂彩的同时，郭谦和他的国际化团队，有很多难题亟待解决……（网易汽车独家策划/严禁无授权转载）",
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                   "osize": {},
                   "title": "",
                   "note": "观致2007年12月底成立，是奇瑞汽车（中国最大的独立汽车制造商）和以色列集团（一家全球工业控股公司）的合资企业。最初公司总共只有3个人。在创立之初就打出口号:“创造未来的历史”。",
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                   "note": "观致的一切，从零开始，包括厂房、设计，甚至是LOGO，连名字，都是全新的。而他所重点挑战的市场：中国，放在全球范围内，仍是一个炙手可热的“新丁”。作为一个“平地起高楼”的品牌，他所走过的每一步，的确就是这个品牌未来的历史，然而，观致的野心显然不止于此。",
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                   "note": "这一点，从观致“彪悍”的高层履历就能看出：观致董事长郭谦是中国汽车界元老级人物，有过在一汽大众、北现、大众中国等的高管经验；副董事长石清仁曾任北美大众副总裁；设计总监何歌特曾主宰宝马Mini十年……图为郭谦和石清仁出席日内瓦车展。",
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                   "title": "",
                   "note": "汽车界不需要另一家汽车公司，但需要一家与众不同的汽车公司。这是观致创立之初麦肯锡提出的观点，类似“汽车界的苹果”。随着内燃机技术的泛化，大家的造车水平越来越接近，该如何成为汽车行业的颠覆者？图为观致3在西班牙进行测试。",
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                   "note": "成为“汽车界的苹果”，观致就包藏着如此巨大的野心，在各种看似尖锐不可调和的矛盾中，力求“独辟蹊径”。观致拥有全球化的设计团队，并在研发的方向和概念上，给予合作者指导。图为观致在上海的设计中心一景。(摄影:月三）",
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                   "note": "一个比喻：观致努力组建一个交响乐团，核心是指挥和那个站在身边的小提琴手，一流的指挥和一流的琴手，在一大堆优秀的交响乐队成员的配合下，奉献一曲“命运交响曲”。图为观致上海设计中心一景。（摄影:孙涛）",
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                {
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                   "title": "",
                   "note": "“给购买者提供他们并不知道的自己又想要的东西。”这是苹果公司的成功秘诀，也是观致的目标。图为观致在2013年上海车展上的首秀展车实拍。",
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                   "title": "",
                   "note": "传统的车企则好似一个摇滚乐团，拥有从歌手到伴奏的完整环节，所有人齐心协力来演出，不存在谁支配谁的问题。图为观致在日内瓦的展台一景。",
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                   "note": "无法说交响曲和摇滚乐孰优孰劣，但在一个特定的时代下，一种乐风的流行就必然让另一种式微。但既然苹果可以从一个“异类”到一统天下，观致为什么就不行？图为观致设计师手绘稿。",
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                   "title": "",
                   "note": "不同于主流的“圆”形LOGO，观致独辟蹊径地采用了方形LOGO，并在LOGO中大量加入水平线，巨大的“Q”代表了质量Quality，安静Quiet等美好的涵义。LOGO的另类设计也体现出观致誓将”异类“扮演到底的决心。图为何歌特与小易合影，背景就是观致品牌LOGO。",
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                   "note": "与巨大的品牌野心相比，观致的产能计划则谨慎地多，他们在江苏常熟新建的产能目标初定是15万台，此后会逐步提升到30万台。图为尚在建设中的观致常熟工厂。",
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                ,
                {
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                   "note": "现在的互联网电商行业风起云涌，越来越多的人可以足不出户搞定日常所需。石油资源正在日渐枯竭，尾气污染让整个大气层不堪重负。多种因素的叠加让有先见的人们体会到：汽车业正走到一个拐点，过去那种一味强调销量的模式正走向终点。图为观致的设计理念。",
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                   "note": "如果人们不再那么需要车，汽车应该如何制造？观致的答案是：关注清洁能源，同时提升汽车自身的附加值，最终目标甚至是将汽车变成一款巨大的“移动智能手机”。图为观众用手机拍摄观致3。",
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                {
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                   "oimg": "http://img4.cache.netease.com/photo/0008/2013-04-21/8T188K8453FP0008.jpg",
                   "osize": {},
                   "title": "",
                   "note": "一个智能手机的平均寿命只有半年，一款车的使用寿命平均有12年，如何让后者在具备前者功能的同时将寿命提升24倍？这是观致的难题，更是整个汽车界的挑战。图为观致设计师将汽车的设计理念植入手表。",
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                   "title": "",
                   "note": "观致的国际化团队来自不同的国家、文化背景，甚至办公地点都远隔万里，时差问题让大家在电脑前见面都很困难。尽管这些人才来自于大众、宝马、麦肯锡等顶级公司，但巨大的文化差异和快速的发展过程之间的矛盾，如何调和？图为何歌特向网易记者展示他的中文印章。(摄影:月三）",
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                ,
                {
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                   "timg": "http://img3.cache.netease.com/photo/0008/2013-04-21/8T188MH353FP0008.jpg",
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                   "oimg": "http://img3.cache.netease.com/photo/0008/2013-04-21/8T188MH353FP0008.jpg",
                   "osize": {},
                   "title": "",
                   "note": "设计总监何歌特用十年的时间为宝马Mini打造了一个成熟稳定的团队，在观致，他给自己定的时间期限依然是十年。然而，观致没有如宝马般强大的集团支持，他和宝马唯一的相似之处：都在慕尼黑设立了设计中心。图为观致上海设计中心墙上的观致设计点分布图。（摄影:孙涛）",
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                ,
                {
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                   "timg": "http://img4.cache.netease.com/photo/0008/2013-04-21/8T188NQC53FP0008.jpg",
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                   "oimg": "http://img4.cache.netease.com/photo/0008/2013-04-21/8T188NQC53FP0008.jpg",
                   "osize": {},
                   "title": "",
                   "note": "观致的设计理念是”纯粹的优雅“。何歌特一直强调极简主义，用最少，做到最多。作为一个全新的品牌，很难回避“借鉴”的问题，尤其在一个全球信息联网的时代，一个相似的细节可能就会被夸张成“抄袭”。何歌特的回答很坚定：观致绝不会抄袭。图为观致3设计稿。",
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                   "title": "",
                   "note": "但他同样强调，设计师不会生活在真空中，尤其汽车的外形设计要以工程设计为前提，在某些具体的解决方案上的借鉴不可避免。他举了一个例子:目前包括宝马、奥迪大众甚至标致在内，在后车窗的解决方案上都大同小异，目的是为了让后排乘客上车时更方便。而一个相同的解决方案具象化到外观设计上：就是非常雷同的后车窗设计。图为何歌特向网易记者解释后窗设计。（摄影:孙涛）",
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                   "osize": {},
                   "title": "",
                   "note": "观致的首款量产车观致3是紧凑级车。第一款车就涉足竞争最为充分的紧凑级车市场，体现出观致的充分自信。尽管目标定位于年轻人群，但观致并不打算玩“fashion”。德国人何歌特强调低调的优雅，他希望观致可以带给车主长期的满足感，而不是一时兴起。图为工作人员调校观致3。",
                   "newsurl": "http://auto.163.com/special/sight/"
                }
            
                ,
                {
                   "id": "8T36SF0353FP0008",
                   "img": "http://img4.cache.netease.com/photo/0008/2013-04-22/8T36SF0353FP0008.jpg",
                   "timg": "http://img4.cache.netease.com/photo/0008/2013-04-22/8T36SF0353FP0008.jpg",
                   "simg": "http://img4.cache.netease.com/photo/0008/2013-04-22/8T36SF0353FP0008.jpg",
                   "oimg": "http://img4.cache.netease.com/photo/0008/2013-04-22/8T36SF0353FP0008.jpg",
                   "osize": {},
                   "title": "",
                   "note": "日内瓦车展上，观致的整个展台设计充分融合了东西方韵味。灵感取自中国古建筑的垂直式开门入口，一条巨大的红毯代表着连接中西方的”丝绸之路“。路的尽头是一张巨大的宣纸（中国古代四大发明之一），而宣纸上停放着，凝结中西汽车人心血的：观致3。图为观致日内瓦展台。",
                   "newsurl": "http://auto.163.com/special/sight/"
                }
            
                ,
                {
                   "id": "8T187TUS53FP0008",
                   "img": "http://img3.cache.netease.com/photo/0008/2013-04-21/8T187TUS53FP0008.jpg",
                   "timg": "http://img3.cache.netease.com/photo/0008/2013-04-21/8T187TUS53FP0008.jpg",
                   "simg": "http://img3.cache.netease.com/photo/0008/2013-04-21/8T187TUS53FP0008.jpg",
                   "oimg": "http://img3.cache.netease.com/photo/0008/2013-04-21/8T187TUS53FP0008.jpg",
                   "osize": {},
                   "title": "",
                   "note": "仅从展台的设计就可以看出：观致并不回避自己的中国血统。长期以来，“made　in　China.”就是低质和廉价的代名词。要把中国的车，卖到欧洲去，并且要卖得优雅，卖得高端，我们该为观致的自信喝彩，却也为他未卜的前途担忧。图为观致参加日内瓦车展。",
                   "newsurl": "http://auto.163.com/special/sight/"
                }
            
                ,
                {
                   "id": "8T36S7K453FP0008",
                   "img": "http://img3.cache.netease.com/photo/0008/2013-04-22/8T36S7K453FP0008.jpg",
                   "timg": "http://img3.cache.netease.com/photo/0008/2013-04-22/8T36S7K453FP0008.jpg",
                   "simg": "http://img3.cache.netease.com/photo/0008/2013-04-22/8T36S7K453FP0008.jpg",
                   "oimg": "http://img3.cache.netease.com/photo/0008/2013-04-22/8T36S7K453FP0008.jpg",
                   "osize": {},
                   "title": "",
                   "note": "从日内瓦车展上的风光无限到上海车展的“万千宠爱于一身”。至少在眼球效应方面，观致打了漂亮的一仗。但必须认识到，大家对观致的关注更多来自于对其模式的好奇，真正的硬仗，还得在观致3上市后，用销量说话。图为2013上海车展，观致3发布会。",
                   "newsurl": "http://auto.163.com/special/sight/"
                }
            
                ,
                {
                   "id": "8T36S8DJ53FP0008",
                   "img": "http://img4.cache.netease.com/photo/0008/2013-04-22/8T36S8DJ53FP0008.jpg",
                   "timg": "http://img4.cache.netease.com/photo/0008/2013-04-22/8T36S8DJ53FP0008.jpg",
                   "simg": "http://img4.cache.netease.com/photo/0008/2013-04-22/8T36S8DJ53FP0008.jpg",
                   "oimg": "http://img4.cache.netease.com/photo/0008/2013-04-22/8T36S8DJ53FP0008.jpg",
                   "osize": {},
                   "title": "",
                   "note": "观致主打欧洲和中国市场。在强者如云的欧洲市场，一个陌生的中国血统的品牌该如何与有着百年积淀的欧美豪门过招？图为观致设计团队。",
                   "newsurl": "http://auto.163.com/special/sight/"
                }
            
                ,
                {
                   "id": "8T188QU453FP0008",
                   "img": "http://img4.cache.netease.com/photo/0008/2013-04-21/8T188QU453FP0008.jpg",
                   "timg": "http://img4.cache.netease.com/photo/0008/2013-04-21/8T188QU453FP0008.jpg",
                   "simg": "http://img4.cache.netease.com/photo/0008/2013-04-21/8T188QU453FP0008.jpg",
                   "oimg": "http://img4.cache.netease.com/photo/0008/2013-04-21/8T188QU453FP0008.jpg",
                   "osize": {},
                   "title": "",
                   "note": "而在寄予厚望的中国市场，如何让汽车文化并不成熟的中国消费者仅仅因为一些玄之又玄的宣传标语冒险选择一款全新的车？走中高端路线，如何定价才具有竞争力？经销商网络该如何搭建？图为观致宣传的经销商网络覆盖图。（摄影:月三)",
                   "newsurl": "http://auto.163.com/special/sight/"
                }
            
                ,
                {
                   "id": "8T188OVR53FP0008",
                   "img": "http://img4.cache.netease.com/photo/0008/2013-04-21/8T188OVR53FP0008.jpg",
                   "timg": "http://img4.cache.netease.com/photo/0008/2013-04-21/8T188OVR53FP0008.jpg",
                   "simg": "http://img4.cache.netease.com/photo/0008/2013-04-21/8T188OVR53FP0008.jpg",
                   "oimg": "http://img4.cache.netease.com/photo/0008/2013-04-21/8T188OVR53FP0008.jpg",
                   "osize": {},
                   "title": "",
                   "note": "观致面前的路，依然崎岖。但行文至此，我仍要为这家独特的车企喝彩，因为：创新，是人类前进的源动力。图为2011年，观致品牌成立发布会。",
                   "newsurl": "http://auto.163.com/special/sight/"
                }
            
                ,
                {
                   "id": "8S4AA0HA53FP0008",
                   "img": "http://img3.cache.netease.com/photo/0008/2013-04-10/8S4AA0HA53FP0008.jpg",
                   "timg": "http://img3.cache.netease.com/photo/0008/2013-04-10/8S4AA0HA53FP0008.jpg",
                   "simg": "http://img3.cache.netease.com/photo/0008/2013-04-10/8S4AA0HA53FP0008.jpg",
                   "oimg": "http://img3.cache.netease.com/photo/0008/2013-04-10/8S4AA0HA53FP0008.jpg",
                   "osize": {},
                   "title": "",
                   "note": "汽车万象，视野大不同。",
                   "newsurl": "http://auto.163.com/special/sight/"
                }
            
            ]
        }