On the eve of the Auto China 2014 show, which kicked off on April 21, Chery Automobile unveiled its new design concepts in its Cherry Design Show, with a theme of “Casting the Soul of Chinese Automobiles”.

Chen Anning, vice general manager of Chery and the head of Chery Automotive Engineering Research Institute; Huang Huaqiong, Chery’s general sales manager; and James Hope, Chery’s design director, were on hand. Other attendees at the event included domestic authoritative media and experts on automobiles.

The stunning debut of its two latest concept cars – concept αand concept β– represented the ultimate expression of Chery’s new design language.

“Chery Design is not only the design language of the Cherry family; it is design with spirit. Chery will enrich its products through Chery Design. Every company has its own design concepts. What gives products and brands their identity? The answer should be Chery Design, based on Chery’s R&D system - which relies on the Automotive Engineering and Research Institute, Central Research Institute, Planning and Design Institute and Testing Center. From this point on, Chery Design will not only be at the very heart of Chery but also strive to become the soul of the Chinese Automobile,” said Huang Huaqiong in his opening speech at the show.

The 2 new concepts are the latest output from Chery’s design team, which has been directed by two brilliant designers: James Hope, a former GE designer, and Hakan Saracoglu, a former designer at Porsche.

There are four elements in Chery Design: Proportion, Branding, Design Language and Quality, according to world-class designer James Hope. In addition, the designers have artistically incorporated some Chinese elements into their works. As for Concept α: its front face has elements of ancient an Chinese lounge bridge; its grille indicates the traditional Chinese philosophical elements of “yin” and “yang”; while its sporty water styling design demonstrates the “water” element of the “Wuxing”( five elements in traditional Chinese philosophy).

Moreover, Chery Design is committed to illustrate in its car designs the virtues most valued by the Chinese people, such as pragmatism, inclusiveness, morals and innovation.

Chen Anning told the media that “In our design, we neither seek to imitate nor copy other designs. Instead, we get inspiration from the aesthetic standards, the spiritual needs, and the cultural background of our Chinese customers. That’s what design really is all about. To the Chinese people, design is not only about fashion, but also a voice from inside. If we want our brands and products to be better known, we have to have our own unique design.”

At the show, the audience has been discovering the outstanding streamlined features of concept α,its advanced design in a side curve, which is simple, smooth, delicate, and ripple like, making it a perfect unity of hardness and softness. Additionally, the “yin-yang” design of the grille under the new logo reflects the Chinese Taoist culture of “the combination of yin and yang being the origin of the world”. The streamline design between taillight and license plate, together with the design of the front face, highlights the car’s proportions. Concept βalso adapted some Chinese elements. Generally speaking, through those Chinese style curves, the lines and the dynamism of water, these two concept cars are artfully and vividly demonstrating the inner beauty of Chery Design.

Conclusion: Chery Design’s concept αand concept β not only show off their “unity of form and sprit”, but are also leading the way for the company’s future development. From product planning, modeling design and marketing system, we can see that Chery is steadily moving forward towards its goal: casting the soul of Chinese automobiles.