The goal of the project was to design the future Qoros, a D segment flagship model that could showcase what the company could do: “something fresh but with strong ties to the brand’s design philosophy”, a vision of where the brand would be in the year 2020.
The vehicle needed to incorporate the Qoros styling strategy adopting the sophistication of European vehicles in order to create a car capable of changing the common perception of Chinese automotive design, by elevating it to a higher and more competitive level, so as to bring confidence to the new brand.
The aesthetic language also uses elements from Chinese architecture and from the aviation industry.
As Jamie Barrett explains, “The design features many dynamic lines and layered surfaces creating visual interest from every angle, yet still retain the Qoros identity. I tried to create a striking design that really pushes the design philosophy of the Qoros brand to new limits.”
“The final deliverable was a scale model and artwork that was showcased to students and design professionals alike at the Coventry University degree show in May 2012.”
“The culmination of all the hard work and co-operation with Qoros landed me a job at the Shanghai design studio where I am now participating in Qoros design programs for the future.”
The design development process
Jamie Barrett joined the Qoros design team during his industrial placement (Third year Coventry university industrial experience) at Magna Steyr in Austria where he participated in the first Qoros vehicle program.
After 6 months Gert Hildebrand offered him a sponsorship for his final year studies. Qoros provided the funds to support the project and offered design assistance.
In addition to Jamie Barrett and Gert Hildebrand, the development team also included Chief designers from the studio in Austria (Philippe Eberl) and China (Tim Pilsbury).
“Working with Gert on the project was a real boost: he gave feedback regularly, and gave me the freedom to visualize how I saw Qoros in the future: a strong Chinese brand that stands for quality and [..] design. He is […] tough but fair and is always looking to increase brand strength, [and] open to new ways of interpreting these core values.”
Qoros’ design philosophy
The Qoros design philosophy revolves around 3 key words: simple, elegant, and dynamic; this is applied to every aspect of the design process.
The design focuses on clean lines with strong emphasis on surface tension. The use of a strong iconic grille and badge combination aims at making the car really stand out.
The design team is paying special attention to these design features, trying to give a face and a name to a new brand and making its models be instantly recognizable.
About the Designer
Jamie Barrett is a 22 years old designer from London. He is currently working for Qoros automotive in Shanghai China.
During the summer of 2011 he was awarded a Design placement at Magna Steyr in Austria and Qoros sponsored his final year studies at Coventry University.
(Image Courtesy: Jamie Barrett for Car Body Design)