Creating a Higher Sense: Interpretation of Roewe MARVEL X Design
[Design Decoding] Driven by favorable policies and future development trends, more and more enterprises have begun to enter the team of new energy vehicles. In addition to the brands we are familiar with, Weimar Automobile and so on, there are many enterprises in the embryonic stage, and these new vehicle-making enterprises not only help the rapid development of new energy, but also promote the traditional car enterprises to further develop new energy. Today, our protagonist is the high-end pure electric vehicle launched by the traditional OEM. In the future, it will cut into the market segment to meet the needs of consumers for high-end SUVs.
Different from the pure electric vehicles such as ERX5 launched by Roewe before, MARVEL X is not a pure electric vehicle based on the replacement of powertrain for gasoline models, but a completely independent new model. Moreover, not only MARVEL X, but also MARVEL owned by Roewe will have a series of new energy vehicles focusing on the mid-to-high-end market in the future. From the design idea of this MARVEL X, we can see the difference between this MARVEL series and ordinary Roewe pure electric vehicles in the future.
● Appearance and coincidence 90%
MARVEL X was designed by the SAIC design team led by Shao Jingfeng, the design director of SAIC. At present, Roewe’s flagship pure electric SUV almost completely retains the previously released concept car in design. It is understood that the appearance overlap between the production version and the concept car is as high as 90%, so the MARVEL X in front of us looks very avant-garde.
At the beginning of MARVEL X design, the team led by Shao Jingfeng found the right direction and positioning. As the representative of Roewe brand pure electric SUV, it will enter the eyes of consumers. Different from the previously released pure electric vehicles such as ERX5 and Ei5, it will face the mid-to high-end market. The specific market demand throws them a difficult problem, and how to build a car that is more in line with this market demand is what this team needs to do. Then, after numerous brainstorming, they finally determined three key words to achieve this goal: strengthening brand recognition, emotional design and shaping a sense of high quality.
After the evolution of RX5, RX3 and i6, the rhythm design of Roewe brand has been well received by consumers, while the overall design idea of MARVEL X continues the concept of rhythm, and we can see the familiar Roewe from the design of the front of the car. The huge wingspan grille has been preserved in this pure electric SUV, and the front grille shape has not been cancelled like other new energy vehicles. This design style seems to make the whole car more powerful. The addition of light arc lights outside the grille not only enhances the visual effect, but also further deepens the brand image. Together with the "Arrow Feather", it will have a deep impression at first glance.
In the design of MARVEL X, there are also many similar design elements on RX5 and RX3, such as the waistline running through the car body and two arcs on the front and rear wheel arches, so that the sides will not look too rigid. The design of the rear of the car is not the same as that of the previous Roewe models. First, the license plate frame is moved down to the rear enclosure, and the rear of the car looks simpler. It also has a waist-closing design, and the lower plate looks quite solid.
We can see that in MARVEL X’s design language, dynamic modeling occupies a key position. MARVEL X, as an SUV, has a lower body than traditional SUVs, and the identity of pure electric vehicles also gives designers more room to play. Its visual center of gravity is more backward, and the low-cut, slender body with a small proportion of the rear window creates a visual feeling of diving forward. At the same time, the exaggerated surrounding decoration of the front and rear of the car also plays a role in increasing the sense of movement. However, this MARVEL X is more than just watching sports. In order to improve performance and fuel economy, its streamlined shape and optimized low wind resistance rearview mirror, together with the hidden door handle, have reduced it to 0.29Cd.