Since March this year, with the phased disclosure of relevant information about Beijing’s off-road BJ60, in addition to its hard-core off-road capabilities, its outstanding appearance has also amazed everyone. Some people say that BJ60 is a big guy who can give people a sense of

Since March this year, with the phased disclosure of relevant information about Beijing’s off-road BJ60, in addition to its hard-core off-road capabilities, its outstanding appearance has also amazed everyone. Some people say that BJ60 is a big guy who can give people a sense of security; others say that it looks like a clean and warm man wearing a white shirt; some even speculate whether Beijing Off-Road has hired some styling experts, and why does it have this model? Is the product’s appearance so outstanding?

Finally, the answer is revealed. On June 29, "From now on, there is a lot to play with" the 2022 Beijing Off-Road BJ60 Home Play Conference was held online. Beijing Off-Road launched a new building block technology platform and the Co-Creator Plan. The BJ60 also made its official debut. At the same time, it also The new 3.0 styling language "emotional hard core" was released.

Chen Wei, Chairman of of BAIC Motor Co., Ltd., attended the conference and delivered a speech. He said that the BJ60 was not born out of nowhere, but the pioneering work of Beijing Off-Road’s accumulated experience in technology and design to create a third-generation classic product. The "design" mentioned by Chen Wei is exactly Beijing Off-Road's new 3.0 styling language. At the meeting, Shan Wei, vice president and design director of Beijing Automotive Research Institute, gave an in-depth explanation of the "emotional hard core" design concept.

"Rounded rectangle" gives hardcore aesthetics more emotional warmth

As we all know, starting from the first-generation classic inheritance of Beijing 212 to the stunning 2.0 design language of BJ40, Beijing Off-Road has been constantly exploring and innovating in design for more than 60 years. . "Through years of research, we have found that off-road vehicle owners have two demands, one is physical needs, and the other is emotional needs." Shan Wei said that in order to achieve tough functional attributes for off-road vehicles , they need to be given high design requirements. The visual requirements are strong, powerful, and excellent performance; while the user's emotional needs require the design to reflect more elements of warmth, comfort, friendliness, and reliability.

Based on the above two points, Beijing Off-Road's new 3.0 styling language - "emotional hard core" came into being.

So, how is the "emotional hard core" reflected in the styling? Shan Wei gave the answer from three aspects: "shape", "surface" and "body".

Speaking of "shape", the ubiquitous "rounded rectangle" is very prominent on the BJ60, the pioneer of a new "emotional hard-core" styling language. The "rounded rectangle" abandons the straight edges and corners that are alien to people thousands of miles away, and instead embellishes the squareness with roundness, toughness and warmth. It embodies the hard-core aesthetics passed down by Beijing's cross-country passion, and also explores the aesthetic orientation of off-road in the future.

The most characteristic and memorable expression of the rounded rectangle is the "five-hole grille". "This feature is also the front face DNA of Beijing Off-Road, representing the full righteousness of the Eastern spirit." Shan Wei further explained, The basic shape of the "five-hole grille" - square, is taken from the image of the Chinese arrow tower. The square arrow path gives people a sense of solidity and stability; and the number "five" is chosen because it is the most balanced in Chinese mathematics. The number also represents stability and reliability.

BJ60's five-hole grille extends from the middle of the front to both sides, integrating with the headlights. It is simple and elegant, and at the same time adds to its domineering appearance. In addition, the unique grille light is not only full of technology, but also strengthens the system recognition of BJ60. The sensory interaction with the driver is more like communication with partners, friends, or even family members.

In addition, in the front design of the BJ60 body, the design team paid attention to the ratio of the upper and lower widths, especially highlighting the design of the large wheel eyebrows, and controlled the lower edge of the maximum width of the headlights to be within the center line of the wheels, which not only gives a sense of stability , also improves the visual sense of security.

The surface is high-end and the quality is trendy. The muscular curved surface

The second design element of "emotional hard core" is "face". Regardless of the waistline, skirt line, or even the windows, they are all offset and twisted based on the basic surface of the body. This also illustrates the importance of "surface" in body shape design.

“Through design, we look for warmth and high-end feeling on the basis of hard core, forming a high-quality and trendy ‘muscle curved surface’, which is tight and powerful, emphasizing the unity of toughness and temperature in the natural state of the curved surface." Shan Wei said.

The so-called "muscle curved surface" can be understood literally. It is just like the explosive power and beauty of curves presented by strong muscles, creating a "big man" visual effect and at the same time giving people a full sense of security. The hard core is endowed with warmth, and you can feel the "warmth" inside.

The "muscular curved surface" is also well reflected on the BJ60 - whether it is the entire side running through the front and rear doors, the tall and wide wheel eyebrows, or the solidity. The full rear end of the car, combined with the rhythmic highlight direction, the muscular curved surface flows with the light and shadow, exuding a powerful and high-end beauty.

Not only that, the BJ60 is tough as a whole but does not lack emotional details. The outline of the vehicle is square and round. , the posture is stable and thick. The outline of the vehicle is relatively smooth, and the aerodynamics have also been greatly improved. The wind resistance coefficient of such a large body is less than 0.38, which effectively reduces fuel consumption and enhances the momentum of the front of the vehicle. ; The height ratio of the waistline is moderately increased, which makes the driver inside have a strong sense of security.

As Shan Wei said, "BJ60's 'muscular curved surface' is rational and orderly, full and strong, and it shows strength at the same time. Full of high-end feel. "

Space volume, the fusion expression of technology and cool play

The last design element of "emotional hard core" is the expression of "body". "The large body of the body uses what we call the 'space volume' element , we just want to use emotional blocks to show the comfort, safety and trust that the car brings to people. "Shan Wei said that Beijing Off-Road hopes to use the superposition of basic graphics to form an emotional hard-core design sculpture. The

BJ60 block expression is particularly outstanding. The light source design of the vehicle uses block cutting and splicing, and uses different materials to combine light and dark. It embodies the sense of mechanics and technology, and also integrates the block design concept with national fashion characteristics. It is paired with traditional element digital taillights and a new generation of penetrating light sources, which perfectly integrates national fashion and modernity.

Let’s look at the new generation. The off-road smart cockpit design is based on the human-computer interaction system for off-road scenes. The instrument always displays off-road information, and the off-road functions of the central control are directly accessible with one click. The theme mode adapted to differentiated scenes can take into account different driving habits and scenes. It is also based on the closed feature system. The modular interior design and the solid layout with a sense of interweaving highlight the design intention of solidity, reliability and safety, emphasizing the integrity rather than highlighting a certain function.

In addition, the new generation BJ60 provides a powerful modular design , which is strict. Following the concept of form following function, the function in turn enhances the form, achieving a high-end and sophisticated mechanical design. Not only that, the comfortable and luxurious seats, the cool technology of multi-screen linkage, and the all-region ATS center console. The operating system makes the interior space of BJ60 clearly segmented but integrated, like an extension of home in the wild, which is both comfortable and safe. In fact, contemporary off-road vehicle brands are talking about originality, but it has to be said. "Emotional hard core" wants to interpret the soul of national trend off-road. From BJ212 to BJ40, and then to BJ60, "emotional hard core" has always been there. It interprets the hard-core aesthetics passed down from generation to generation in Beijing off-road, and is gradually taking shape. While China's No. 1 off-road vehicle brand has unique styling features, it also injects passion, hardcore, technology, and national trends. This also shows from the side that the future off-road family will not only be hardcore off-road.

In this regard, Shan Wei showed confidence. Full: "Beijing Off-Road's new 3.0 styling language will integrate the 'emotional hard core' concept into the entire product series from fuel to electric, bringing users not only a high-looking car appearance, but also more safety, warmth and trust. "With the debut of the BJ60, the first representative model of the 3.0 styling language, we have reason to expect that the BJ60 and the 'emotionally hard-core' styling language will bring more surprises in the future.