Author: Wang Yunpeng

Following the “software-defined car,” “user co-creation” is becoming another buzzword in the automotive industry. Especially for independent brands and new car makers, it has almost become a customary term.

What is “user co-creation”? Simply put, it means growing together with users, enriching the brand’s connotation and extension, improving the product collaboratively, letting users feel and enjoy the value generated from the process of joining, integrating, and investing, and achieving a new ecosystem centered on “people, car, and enterprise.”

In my opinion, from “fans” to “co-creation” is a sign of progress in the times and a blessing for consumers. However, how to achieve and implement user co-creation is a problem that every automaker must think about and constantly practice.

On this issue, as a leader in China’s auto industry, Geely has given its interpretation and solution. Before the Chengdu Auto Show, Geely launched its user co-creation brand “We” and initiated the co-creation of the logo with users. The user-led team, the design consultants, and the user designers work together to create a collaborative brand ecosystem, realizing a new model of user-led, user-elected, and user-operated facilities.

At this year’s Chengdu Auto Show, the appearance of the fourth-generation Emperor and Borui X once again demonstrated Geely’s determination to bring “user co-creation” to the extreme.

“In user co-creation, companies cannot speak on behalf of users or turn users into actors. Instead, they should establish a user co-creation system to achieve true and effective collaboration,” said Fan Junyi, Executive Deputy General Manager of Geely Auto Sales Company.

Making Users “Car Creators”

After more than 100 years of development, design is becoming increasingly important in the automotive industry. In other words, in the current situation where technology is becoming increasingly homogenized, whether a model can instantly capture the heart of consumers has become a decisive factor for its success.

However, in the face of the constantly evolving and diversified demands of young consumers, how can automakers instantly grab their attention and heart? Geely’s answer is straightforward: “user co-creation.”

Incorporating the concept of “user co-creation” into automotive design may seem unbelievable to some, as automotive design is quite complex. It involves considerations such as the front face, side, back, lighting, wheels, steering wheel, central control, and gear lever.# Finding the User Aesthetic Common Ground in the Face of Many Details and Varied Needs
As a translator in the automotive industry, my responsibilities include English translations, spell-checking, and wording modifications to ensure that the meaning remains intact. I will provide corrections and improvements only, without explanation.

For brand managers, dealing with so many details and varying user demands can be a tremendous challenge in finding the common ground of user aesthetics and identifying exceptional ideas. It is also a major reason why most car brands are hesitant to explore the “user co-creation concept” in their designs.

However, as a leading Chinese automaker, Geely did not follow the herd. On August 29th, the day the Chengdu Auto Show opened, Geely not only launched its fourth-generation Emgrand, but also unveiled the Boryue X. The fourth-generation Emgrand has upgraded to the BMA architecture and uses the “Energy Audio Strings” design language, while the Boryue X is the first model under Geely’s latest “Energy Storm” design language, both of which are co-created with users.

In particular, Geely maximized the use of user co-creation in the emergence of the new “Energy Storm” design style. This design style blends Geely’s family “energy field” design DNA and user co-creation insights to meet the diverse and individualized aesthetic principles of young consumers keen on sports and fashion in the digital era.

“The ‘Energy Audio Strings’ design is more steady and elegant, while the new ‘Energy Storm’ design style is more dynamic and cool. The two design styles cater to different consumer aesthetic needs and coexist in the market to meet users’ diverse demands,” according to Geely.

For Geely, the Emgrand and Boryue are two legends. The former is a leader in domestic sedans, while the latter has sold 1.3 million units in five years and is one of the most appealing compact SUVs under an independent brand.

To me, as a reader, the presence of the Emgrand and Boryue as Geely’s sales forces in the mainstream compact car and SUV markets demonstrates Geely’s understanding of the needs of mainstream Chinese consumers since the vehicles’ births. This upgrade of the two models showcases Geely’s determination in implementing the “co-creation” concept, making users “car makers.”

Continuously Moving Forward on the “Co-creation” Path

“As feedback from users is like a key, only by persisting in the car building philosophy of opening the door to user co-creation, and continually gaining wisdom through user co-creation, can we create good cars for users. Geely will always strive to rise up on the path of co-creation with its users” said Fan Jundai.

As Fan Jundai said, Geely has always had the “co-creation” gene. For example, prior to the launch of Boryue in 2016, Geely organized co-creation activities such as “National Naming” and “National Pricing.”From the design perspective, thanks to the introduction of the “User Co-Creation” concept since the 3.0 era, Geely Auto’s products have been continuously bringing surprises to consumers. After entering the “Geely 4.0 Technology” era, Geely Auto has adopted numerous user suggestions and thoughts, co-creating with users the direct waterfall-style “Energy Music String” design language and “Energy Storm” design language, which is even more letting the industry feel that it is becoming a leader in the field of design.

Geely’s “User Co-Creation” is not limited to this. According to Geely, the company has always adhered to the “open door to make cars” at the product level, which means naming and pricing by the public, inviting users to deeply experience the product and make suggestions. At the R&D level, users are invited to participate in the Geely car-making process step by step by walking into the factory and design center departments. At the brand level, Geely has already released user brands such as “Up We Go” for the Emgrand, “Love We Share” for the Boyue and “Dynamic and Static We Are” for the Emgrand S.

“User Co-Creation” does not mean indulging users, nor does it represent users. Geely’s co-creation with users is based on equal communication, promoting new business models for the development of the Geely brand. Geely Auto stated.

It is worth mentioning that it is precisely because of this that Geely Auto has also turned in impressive results for many consecutive years. Just this year, data shows that from January to July, Geely Auto sold 729,500 new cars, a year-on-year increase of 15%, and has been the best-selling Chinese brand for four consecutive years. In terms of overseas markets, they exported 60,476 new cars, up 151% year-on-year.

Geely has always been standing with China’s mainstream consumer groups, launching products that reflect the needs of the most mainstream consumer groups, whether it is design language or product definition, they must meet the needs of the 70% user group that can solve Geely’s sales demand. “We are also trying to solve more personalized demands through some aftermarket methods.” said Wang Bo, vice-president of Geely Auto Sales Co.,Ltd.

In conclusion, from the “China Star” series composed of models such as StarRui, StarYue S, and StarYue L, to the mainstream boutique series composed of the Emgrand family and Bo series, to the new models such as the Binyue series, ICON, and A0-level models, it can be said that Geely has achieved full coverage of the market. In the future, I believe that with the complete product layout, distinctive product advantages, and the concept of “User Co-Creation”, Geely Auto will continue to move forward.

This article is a translation by ChatGPT of a Chinese report from 42HOW. If you have any questions about it, please email bd@42how.com.