CULTURAL AND EDUCATION SECTION OF THE BRITISH In Association with.. CONSULATE-GENERAL
SWOT Analysis of Changan S W O T
A n a l y s i s
o f
C h a n g a n /
WEAKNESSES
- Establish car brand in China - Small but focused car portfolio - Expanding portfolio of products - World class testing facilities - Good relations with design studio in USA and EU - Good relationships with Universities.. Access to research
Local Market - Competition within China - Lack of early adopters to this technology (Hybrid & LPG) - Infrastructure for LPG
Wang Xiao li & Man Wan Cheng
Target Customer
长安SWOT分析
STRENGTHS
Luke Saunders, Zheng Li Xin,
T a r g e t
C u s t o m e r /
优势
当地市场 -与中国竞争 -前期缺乏技术采用（混合动力车和LPG） -LPG的充电设备 海外市场 -与全球制造业竞争 -前期缺乏技术采用（混合动力车和LPG） -LPG的充电设备
- 小型具有亮点的车 - 拓宽产品范围 - 国际级别测试系统 - 与美国和欧洲的设计工作室联系密切 - 大学之间的联系同样密切
OPPORTUNITIES
THREATS
- Growing local car market - Exporting cars to other countries - Broaden the range of cars - To customize vehicles because of high hand assembly and manufacturing - Collaborations with Universities in China and abroad - Breadth and depth of range
- Inflation on raw materials (steel) on a local level and international - Rise in wages of car manufacturer employees - Cheaper imports such as growing car manufacturing countries (i.e India, Brazil) - Ill defined market
A n a l y s i s /
POLITICAL
ECONOMIC
- Governement Influence to keep the economy in an upward fashion. - Large governmental push in economic power - Governement freedom to make money - Vehicles taxed on engine size - Helping poeple make money
- Booming Economy - Growth rate of around 8% - Government and people all focus on making MONEY - Buy in many raw materials such as coal, oil and gas to manufacture there goods.
-本地汽车市场增加 - 对外汽车出口 - 拓宽汽车种类 - 由于高级组装生产而允许定制汽车 - 中国大学对外国大学的合作 - 拓宽范围深入探究
- 随着国际趋势、当地趋势，原材料（铁）价格增长 - 汽车制造劳动力工资增长 - 来源于汽车生产量增大的国家的更为廉价的汽车进 口（印度、巴西） - 没有明确的市场
金融
- 政府干预下保持经济增长。 - 政府施压于金融领域 - 政策导致市场漏洞来谋取利益 - 购车税一部分决定于车排量。 - 这些都能被利用以谋取利益。
-通货膨胀 -以8%的速率增长 -政府与人民都只注重创利 -买入原材料如：煤、原油、天然气，来制造生产 产品
外观发展
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中国
销售
—客户关注的设计。 —强化“长安”的设计。 —拓宽“长安”的产品范围。 —深入微观的环境，如政策，金融，社会和科技的革新， 以及生态保护意识的增加。 —图形化的原始视觉印象。 —概况当今能源燃料的转换。
海外
SOCIAL
- Military, Education, Healthcare Main government focus - Innovation well supported within schools - Much financial backing to these areas for growth - Lots of Chinese manufacture is done by hand, what does this mean for the future? More robotics? Less jobs? - Keeping people employed to not create a dependant state and benefit culture - Hand made objects can add value and distinctive qualities
- Consumer orientated - Growing awareness of environment - But economic power is the first priority.
科技
社会
- 军事、教育、医疗 三大政府焦点 - 学校强烈支持革新 - 为了创利，众多金融汇入这些领域 - 中国大部分生产基于手工，这些对于将来的中国 意味着什么？机械只能化？劳动力失业？ - 宝石劳动力受雇，并不让他们无劳而获与社会福 利。 - 手工产品能增加其价值和与众不同的品质
- 用户设定 - 增加对环境的意识 - 但金融权威是保持最高权的
我们运用色粉笔构成的流线形态，加以设计联想，头脑风暴， 创造了我们的原始基本形。在视觉上这种方法给了我们美丽个性的流线。 通过大量的基本形构成中，我们选取了10张中意的，从这10张中， 最后筛选了4张能结合我们设计理念的方法， 从它们中提取了我们需要的元素，最终奠基了我们的设计， 每个选择我们都经过了”QUICK”分析，并将它推向现实的设计。
Initial Shape I n i t i a l
S h a p e /
原始形态
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9. The use of natural curves from chalk imaginations gave us freedom of design and natural raw shapes. Visualising in this way gave us unique and beautiful curves. From lots of initial drawings 10 were picked out as the most favourable. From these 10, a final four were selected which when combined would create our developed designs. Taking elements from each drawing gave us a complete and unprecedented design. When choosing which designs worked we always had in mind the ‘QUICK’ analysis and an idea of realism for commercial production.
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QUICK分析
廉价
New Energy N e w
E n e r g y /
新型能源
Hybrid Power Automobile
Hydrogen energy vehicles
is clean sanitation, will not pollute the environThe Chinese economy is growing an alarming rate Advantages: of 8-10% per annum. This ment. Hydrogen in the combustion gas calorific value high. Hydrogen drivingevery road far, long life, the biggest advanrate can be transferred into the car industry for a new carcarssold twousesectage is that don't pollute the environment. Don't need to big modification of car engines, has a broad application prospect. onds in China. As more and more cars enter the urban driving environment Hybrid Vehicles Disadvantages: large amounts of hydrogen is expensive, and the everyday , the need to alternatives to petrol has never greater. cost ofbeen other resources, not promotion; Solve the problem of the The car is equipped with two or more power supplies: the battery, fuel cell, solar batteries, diesel engine, generator set. The current composite cars on the market generally refer to diesel engine generators, coupled with a storage battery.
Hybrid vehicle power source diversity, uses a process of lack of power, the battery to supplement; Have the battery, can be easily recycled when braking, downhill, when idle power. "Zero" emissions, have ready-made petrol, can reduce the cost. Relatively production scale is not big, not competitive.
security of the hydrogen storage and transportation; Solve the motor required high performance, cheap hydrogen supply system
1) Technology is not mature, related products pricing is too high, two sets of electric motors and internal combustion engine power system cost far more than the cost of a power system is high. 2) High speed or vehicle fuel economy for a long time.
Bio-gas cars
Working principle of the Hybrid electric vehicle power system is mainly composed of the control system, drive system, auxiliary power system, and battery pack, etc.
Electric cars Advantage: environmental protection, does rule out poisonous gases, the only difference between electric car and a combustion engined vehicle is the power system Disadvantages: only applies to the short distance, technology is not perfect. Battery technology short board and charging facilities not perfect. Is hard to promote the development of net charge, poor battery life hand in hand a large battery pack, technology still insufficent, and security issues is a major difficulty, mobile phone battery explosion can be disfiguring, car battery power is serious.
Advantages: integrating environmental protection, energy conservation and comprehensive utilization of new energy technologies. Disadvantages: the exploitation of gas cost is far lower than the cost of manufacturing biogas, biogas development has not been applied on a large scale so, expensive. Work is affected by the supply of quality and quantity of methane.
混合动力汽车
氢能源动力汽车
是指车上装有两个以上动力源：蓄电池、燃料电池、太阳能电池 、内燃机车的发电机组，当前复合动力汽车一般是指内燃机车发 电机，再加上复合动力汽车蓄电池的汽车。
优点： 是干净卫生，不会污染环境 。氢气在燃烧时比汽油的发热量高 。氢能汽车行车路远，使用的寿命 长，最大的优点是不污染环境。不 需要对汽车发动机进行大的改装， 具有广阔的应用前景。 缺点：大量制取氢气价格昂贵，且 耗费其他资源，无法推广；解决氢 气的安全储运问题；解决汽车所需 的高性能、廉价的氢供给系统
优点：混合动力车的车载动力来源多样,使用过程功率不足时，由 电池来补充；有了电池， 可以十分方便地回收制动时、下坡时、 怠速时的能量。"零"排放,有现成的加油站加油，可降低成本。相 对来说生产规模不大，竞争不激烈。 缺点 1、技术不成熟，相关产品定价过高，电动机和内燃机两套动力系 统的造价远比一套动力系统的成本高。 2、长时间高速或匀速行驶不省油。 工作原理 混合动力电动汽车的动力系统主要由控制系统、驱动系统、辅助 动力系统和电池组等部分构成。 电动力车 优点:环保，不会排除有毒气体，这是他区别其它动力系统车的一 大优势
电动力车 优点:环保，不会排除有毒气体，这是他区别其它动力系统车的一 大优势 缺点：只适用于短距离的路程，技术还不完善。电池技术短板和 充电设施不完善难以推动纯电汽车发展，较差的续航能力携手较
沼气动力车 优点：集环保和节能于一体的能源 综合利用新技术。 缺点：开采天然气的成本还远低于 制造沼气的成本，所以沼气的开发 还没有大规模的应用，价格昂贵。 工作受到供给的沼气的数量和质量 的影响。
总结
- Customer focused design. - Building on strength for Changan Cars - Adding breadth to the Changan current product range. - Taking into account of the dynamic macro environment of political, economic, social, economic and technological innovation and raise awareness of echological environment. - Gestural initial visual ideas/expressions. - Overview of current alternate fuel systems/energy.
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生产
TECHNOLOGICAL
Shapes Taken Forward F o r w a r d /
Sell [Outside China]
政策
海外
威胁
T a k e n
Manufacture [Inside China]
原材料
机遇
S h a p e s
S u m m a r y /
PEST分析 PEST分析
Raw materials [Outside China]
弱点
-在中国建立汽车品牌
P E S T
针对客户
Overseas Market - Competition from global manufacturers - Lack of early adopters to this technology (Hybrid & LPG) - Infrastructure for LPG
Summary
PEST Analysis
可靠的
CULTURAL AND EDUCATION SECTION OF THE BRITISH In Association with.. CONSULATE-GENERAL
Luke Saunders, Zheng Li Xin, Wang Xiao li & Man Wan Cheng
Chosen Car Energy. C h o s e n
C a r
E n e r g y /
After consideration with all of the different methods of new energy. We have opted to use a hybrid format. We feel that in the next 5-10 years that the necessary infrastructure will be in place to give the consumer enough confidence to purchase them in large numbers. However, using a hybrid we both to bridge the gap between petrol and electricity but tailored towards a higher efficiency model. There are several different types of hybrid, but after careful consideration we have chosen the Series hybrid. The energy sources are the combustion engine and the battery. The internal combustion engine propels a generator. Total power in form of the generator electric power and the battery electric power are summed in the traction motor. There is no mechanical connection between ICE and wheels This a simple hybrid design and doesn’t have the complexity of a series or parallel hybrid. This would mean that a special was not always needed due to its simplicity. The fuel that will run the internal combustion engine will be Liquid Petroleum Gas (LPG). This energy is much more efficient that than of petrol and diesel. Although at this current period only major branded companies such as Shell and BP give this as an option. In the next 5-10 years we expect the infrastructure and availability of this resource to become more predominant on the forecourts of China.
Development Shape
汽车能源选择
D e v e l o p m e n t
经过考虑所有的新能源方法后，我们选择了混合动力的形 式。我们觉得在5-10年内，充电设施将给予使用人群足够 的自信以至于让大量的消费者为它们掏腰包。我们采用混 合动力的话同时建立了石油和电力之间的桥梁。
S h a p e /
推敲后形体
混合动力车分为几种但经过仔细考虑后我们选择了其中一 种。其能量来源与电池盒内燃机。内燃机驱动发电机，发 电机和电池输出的 能量将用于供给电动机。而在ICE和轮子之间并没有任何机 械联系。 有一种简单的Hybrid设计，没有复杂原理的同。它意味着 ，由于它不需要什么特性，所以它十分的简单。这种供给 内燃机的燃料我们称为LPG（液态纯洁燃料）,这种燃料的 燃烧效率会高很多。虽然目前供给这种燃料的公司只有很 少，如Shell（壳牌）和BP（英国石油），但在5-10年内， 将会有很多公司提供LPG供给。
Internal Combustion Engine
ICE
Generator
G Battery BAT
Traction Motor TM
After the intial drawings of the designs, the four that were chosen were analyized and critiqued to find the most coherent shape and design of the car. Taking curves from one and rear end shape from other. Drawing from different perspectives is also important so that the shape looks smart and sophicated and fits in with the natural environment. The progress from a chalk sketch to a developed and realistic. design. Whilst the design is modern and unique. it would not look out of place in the next 5-10 years. We have always kept in mind who the user is. As the user will be a young professional they want to be trend setting and are concious of there appearance. We have made sure that the end user has always been our main focus We hope to make the car out of 100% recycled HDPT plastic which will create and easy end of life disposol. Having panel which are easy to remove will mean repair and maintenace will be easier.
Interior Development I n t e r i o r
D e v e l o p m e n t /
内饰发展变化
The interior needs to be chic and modern but also in line with global fashion trends in the next 5-10 years. Cleaner lines and more integration are what will be incorperated. From the word assoication created on the first page, the interior was done with this in mind. A seek centre console with a nimble and slim steering wheel was added to enhance comfort and user interaction. From the customer profile we identified the family structure of the Chinese society. The car has been designed in such a way that the back seat has one small, centred seat the will fit childern from the ages of 0-8 years. This will enable the family to travel together. The seat also folds away to create extra storage space eitehr side of the seat. The use of organic material and wicker seating with give a hardwearing and envrironmental friendly seat coverering.
Summary S u m m a r y /
总结
- Taking the current eco friendly fuel sources and evaluating them to establish what the most coherent and realistic solution will be. - In Chongqing, the highest speed is reached is roughly 60kph , when on higher speed roads the petrol engine will be used, saving minium ICE usage. - Awareness of China future family arrangement and building around this. - Developing a shape around a young fashionable Chinese professionals.
Development Design D e v e l o p m e n t
D e s i g n
CULTURAL AND EDUCATION SECTION OF THE BRITISH In Association with.. CONSULATE-GENERAL
Luke Saunders, Zheng Li Xin, Wang Xiao li & Man Wan Cheng
Final Exterior Design F i n a l
E x t e r i o r
D e s i g n /
最终外观
Final Interior Design F i n a l
I n t e r i o r
Final Specification F i n a l
最终内饰
D e s i g n /
Summary S u m m a r y /
最终说明
S p e c i f i c a t i o n /
总结
- The car interior creates user interaction and bring a new and innovative environment to the end user. It has been focused on a someone wo has a busy lifestlye but wanted to be unique and stylish also uses eco- friendly materials. - The exterior gives style and a present to the user and those around them - The young professional who seeks to have a sense of style and set himself apart from the rest -Most of all the interior must be realistic and we feel that the design of the interior and exterior could be impletement by Changan.
Final Design F i n a l
D e s i g n
Luke Saunders, Zheng Li Xin, Wang Xiao li & Man Wan Cheng
欢迎来到长安未来世界