Introduction | Lead

AI technology is reshaping the global landscape. Recently, IAT, a prominent domestic independent automotive design firm, officially unveiled its innovative “AI + Digital & Intelligent Creation” product system. This system is designed to seamlessly integrate artificial intelligence throughout the automotive R&D process—from conceptual design and engineering simulation to intelligent manufacturing—with the primary objective of significantly reducing the time required to develop new vehicles. AI is transitioning from a mere support tool in production to a pivotal creative force within the automotive industry. Notably, IAT's “AI + Digital & Intelligent Creation” initiative in automotive design signals that traditional design paradigms are on the cusp of a major transformation.

Published by | Heyan Yueche Studio

Written by | Cai Yan

Edited by | He Zi

Full text: 1,820 characters

Reading time: 3 minutes

Why Can IAT Lead in Distinctive Automotive AI Design Ahead of Traditional Automakers?

Established in 2007, IAT Automotive Technology Co., Ltd. stands as the sole A-share listed entity in the independent automotive R&D and design sector. Its comprehensive portfolio of technical services encompasses the entire spectrum of vehicle and platform R&D, new energy intelligent platform development, core component R&D and manufacturing, as well as vehicle testing.

In terms of its AI business strategy, IAT took a proactive step by establishing its AI Robotics Division as early as March 2024, with a focus on robot design and flying car R&D. By March 2025, the company had introduced the vertical AI creative drawing tool “TAI,” marking its entry into AI-driven automotive styling design.

At the heart of IAT's AI toolkit lies “AI + Digital & Intelligent Creation,” which encompasses three key components: the “Fangyuan” large model for automotive R&D, the “Yufeng” aerodynamics AI system, and the styling AI “Taiyi” 3.0.

Specifically, the “Fangyuan” large model for automotive R&D specializes in the automatic detection of part clearances and interferences, offering precise suggestions for improvement to minimize analysis time and R&D costs. The “Yufeng” aerodynamics AI system enables early-stage prediction of drag and the reverse generation of compliant contours, thereby expediting the development process.

As the cornerstone of “AI + Digital & Intelligent Creation,” the styling AI “Taiyi” 3.0 serves as a bridge connecting the automotive R&D large model and the aerodynamic AI 3D generation tool, featuring a continuously evolving system. Essentially, IAT's styling AI system breaks free from the traditional sequential process of “design → engineering → simulation → testing,” instead leveraging AI to optimize multiple processes simultaneously.

As a vital link in the automotive industry supply chain, IAT harnesses AI technology to swiftly generate “compliant optimal solutions” across various dimensions, including aerodynamics, material costs, and manufacturing processes. This approach is particularly justified in today's efficiency-driven, sales-oriented market. IAT's AI can directly tap into the vast reservoir of data and engineering experience in automotive R&D, igniting an innovative revolution in the industry and further accelerating the introduction of new vehicles to the market.

However, from an independent perspective on automotive aesthetic design, will the rapidly generated “most trendy” and “most popular” designs by AI succumb to the trap of “algorithmic homogenization” in the future?

“Design Aphasia” in the Era of Efficiency

Currently, the automotive market is witnessing a proliferation of design elements such as narrow eyes, through-type designs, large central screens, and wireless charging—reflecting an industry-wide consensus among automakers to pursue “error-free,” “optimal,” and “highest-efficiency” designs. Some popular brands even adopt a “one mold + unified design language” approach, spawning multiple models and taking “family-style” design to the extreme.

Therefore, should “efficiency tool” providers like IAT focus not only on enhancing vehicle styling design efficiency but also on core issues such as “brand language shaping” and “personalized innovation”?

In today's homogenized new energy era, truly excelling in a vehicle's exterior design while balancing popularity and uniqueness is indeed a formidable challenge. Especially from a consumer perspective, under the dual pressures of aesthetic differences (“everyone has their own taste”) and fierce market competition, automakers' best effort is to “minimize errors and seek stability.” This explains why, in the new energy era, automakers prefer to mitigate risks through various forms of “homage” rather than creating a design language that drastically differs from existing market products.

Culture as the Key to “Uniqueness”

Faced with a market environment that discourages errors and an “algorithmic aesthetic” that prioritizes efficiency, finding a “fast yet unique” design path amid the dual challenges of market competition and algorithmic homogenization will inevitably become a core issue for Chinese automakers aiming for globalization and distinctiveness.

Drawing inspiration from global models, American cars often exude a rugged, muscular style; Japanese cars frequently incorporate rounded and sharp design elements; European cars showcase a diverse range, from minimalist to Gothic. To highlight Chinese automotive identity, designers can directly draw from Chinese aesthetics: landscape imagery, cloisonné craftsmanship, ceramic textures, embroidery patterns, mural styles, and opera elements—whether grand, majestic, or intricate.

As Fu Bingfeng, Executive Vice President and Secretary-General of the China Association of Automobile Manufacturers, aptly puts it, “The profound cultural heritage of China provides us with invaluable spiritual wealth. On this fertile ground, we can certainly create a world-class language of great charm.”

If the perception of “Chinese element” designs remains weak, let's consider some recent models with outstanding and unique exterior designs: BYD Han's dragon face and Chinese knot taillights, Geely Galaxy series' West Lake aesthetics, and Hongqi's frequently used “mountain and waterfall” front grille.

Furthermore, if automotive styling aesthetic design represents soft power, China's recent successes in game aesthetics and anime aesthetics—creating widely popular content—fully demonstrate that Chinese companies are capable of crafting unique visual aesthetics.

Commentary

Whether Chinese automotive design will fall into a “homogenization trap” should be determined by the users of the “tools,” not their creators. AI is undoubtedly a powerful brush, but the soul guiding the stroke remains the designer.

(This article is original to Heyan Yueche. Unauthorized reproduction is prohibited.)