长安汽车’s Vice President, General Counsel, and Spokesperson, Mi Mengdong, has shared his thoughts on the design of the upcoming Avatr 9 Series, stating that while discussion and anticipation are welcome, ultimately, the product must speak for itself.
In a lengthy post, Mi emphasized that for a flagship product, the worst outcome isn’t divisiveness or debate, but a lack of distinct identity. He highlighted that Avatr, from its inception, has deliberately shied away from the safest and most familiar paths in automotive design.
Mi elaborated on the concept of true uniqueness and heritage, asserting that genuine distinctiveness isn’t about repeatedly presenting the same design face, nor is true inheritance about simply scaling up a previous model. He stated that Avatr’s journey has never been about adhering to a fixed set of lines, but rather about embodying a brand attitude that dares to break inertia, reject standard answers, and consistently pursue original expression.
Avatr’s Design Philosophy
Mi explained that the Avatr 11 and 12 introduced the brand with a pioneering and fluid design, establishing an identity that refused to follow the crowd. Now, with the 9 Series entering the large, six-seater flagship market, Avatr has avoided merely amplifying past successes. Instead, the design aims to retain a sculptural quality in its profile, featuring a flowing shoulder line that extends from the headlights to the taillights. Combined with pronounced rear wheel arches and a subtly tucked-in lower skirt line, the 5.2-meter vehicle is designed to appear neither bloated nor heavy, elegantly merging the presence expected of a large SUV with Avatr’s inherent sense of grace.
Commitment to Originality and Global Standards
Mi reiterated that Changan Automobile has consistently championed independent, original design. He understands that for Chinese brands to ascend to the premium segment, they must go beyond merely building good cars or piling on features; they need to develop their own aesthetics, standards, and high-end expressions. This requires the courage to propose their own solutions rather than merely following existing ones, and to accept market validation.
Looking ahead, Mi announced that Changan Automobile will showcase its new original design language at the upcoming 91st Paris International Motor Show in October. He views this prestigious event as an excellent platform for global exchange, emphasizing that Changan defines its products by global standards and refines its designs with a consensus of global user aesthetics, ensuring each product resonates with the needs of local users.
“Discussion is good. We can discuss, we can anticipate, but ultimately, the product must speak for itself.”
Mi concluded by stating that Changan Automobile’s exploration of originality is ongoing, and the design expression of Chinese brands continues to evolve. The company remains committed to pushing boundaries and delivering products that are not only technically advanced but also aesthetically distinct and globally relevant.
The introduction of the Avatr 9 Series is anticipated to spark further conversation about the future of automotive design, particularly within the premium segment, as Chinese brands increasingly assert their unique design identities on the world stage.
