Henning Knoepfle
BAIC Yinxiang: two brands, two SUVs
- Years
- 2017 to 2018
- Role
- Design Director, as a consultant through CADRE
- Place
- Chongqing
- Scope
- Brand definition; two SUVs from sketch to A-class
The task
BAIC Yinxiang had two brands, Huansu and Bisu, that customers could not tell apart. I worked with the CEO and the executive team on what each brand stood for and how its cars should differ, and then led the design of the next SUV for each.
Brand work
A guide to the values of each brand and the differences between them, turned into design attributes the studio could work from.
Bisu T5, next generation
A family SUV to replace the first T5. A simple shape, with strong structural elements that organise the volume. I led the design from sketch through CAD and full-size clay to A-class surfaces.
Huansu seven-seat SUV
I guided the design from sketch through CAD and full-size clay to A-class surfaces.
The result
Both programmes reached final A-class. Neither went into production: the company ran into financial difficulties and both brands were later discontinued.
