Fealer

Motor Girl is an anthropomorphic IP figure designed with inspiration from the EV model launched by ROEWE and incorporating the auto brand's signature design language. This organic integration catches up with the contemporary development trend, and effectively averts the disassociation between the IP image and the EV model. Meanwhile, the styling of Motor Girl is tailored to Chinese Gen Z's aesthetic preferences, so as to capture their attention and further convert their interest in this IP image into the recognition of the high-end EV brand's value and culture. As a result, customer engagement and retention will be substantially enhanced.
Through the research on the target audience, the design team devised a character similar to the anime cat girl (known as nekomusume in Japanese) in a battle suit — with the turquoise luminous stripes on her suit visually connected to the decorative blue light strip on the EV, the cat ears representing the outside rear view mirrors, the components below her breasts styled after the fog lights, her tail shaped after the EV charger, and the patterns on her lateral thighs derived from the taillights. Apart from these designs, the taillight-shaped components are specifically set on the crotch for a well-proportioned physique.
The main goal set for this IP image design is to serve in the in-vehicle HMI as an intelligent voice assistant, and to further roll out cultural and creative peripheral products such as garage kits and anime. The ever-growing portfolio of original content can offer a story-like experience, in an interactive way that is engaging to the emotions and senses of the target audience in need of an emotional sustenance.
In terms of product marketing, this IP image can reach an array of sectors involving metaverse, in-car voice assistant image design, and game design, significantly boosting the business prospect in the C-end market and facilitating brand marketing.