The automobile industry is seemingly racing towards an electric future, which has turned the spotlight onto the designers shaping the next generation of vehicles. Combining form with function, transportation designer Yisong (Rocky) Jiang has made a name for himself. From concept cars to the Fisker Force E and Alaska, Jiang has found a niche for himself at the cross-section of aesthetics and functionality.
Known for his innovative approach, Jiang has worked for industry giants Honda and Volkswagen before moving on to his transformative work with Fisker. Having graduated from the esteemed ArtCenter College of Design, he infuses his designs with a natural elegance, which belies their performance enhancements. Jiang believes that EVs are the way of the future and offer him a unique opportunity to transcend traditional limitations, creating a relationship between form and function.
Designing with Purpose: The Future of EVs
EVs are more than just internal combustion engines swapped for batteries. They offer a blank canvas to rethink vehicle design. “For me, creating cars that are beautiful and meaningful is all about designing with purpose,” says Jiang. Rethinking the user experience and seamlessly blending that into his designs is just the beginning. Each aspect of the vehicle is meticulously calculated, ensuring that it not only improves the aesthetics but also the functionality.
Jiang faces daily challenges, trying to find the cross section of form and possibility is not an easy task. “A big part of my job is working with cross-functional teams, like engineers,” the designer explains. “We are looking to find solutions that are not only aesthetically appealing but also feasible for manufacturing as well as user friendly.” The balance of design and practicality is always a challenge, one that Jiang faces head on, enjoying the rewards of finding solutions that work on all fronts.
Focus on Range and Efficiency: Automotive Aerodynamic
Jiang’s designs focus on mobility as well as essential features such as range and efficiency. Making the vehicles look good is one thing, but performance is at the heart of any successful car. With EVs, the significance of range cannot be overlooked. Jiang’s designs reflect this, making cars that are aerodynamic and can handle any corner or terrain. Fitting these specifications into a car that feels like more than just a ride is what Jiang excels at.
Creating vehicles with the user always in mind, Jiang cites his work on a Toyota concept car as the perfect example of how his designs fuse beauty and purpose. “The idea was to make a car with maximum functionality, something that could adapt to young people’s busy, flexible lifestyles.” The effect was a customizable car design. Jiang got rid of fixed row seating, allowing the user to decide how they would like to use the space.
Beyond merely functionality, the transportation designer took his Toyota concept car to the next level through its sleek and sporty exterior. “It gives off an energy,” he explains. “We used bold colors like red and eco-friendly materials to highlight its dynamism and sustainability.” Drawing on his deep understanding of the target audience for the vehicle allowed Jiang to design each detail with a specific focus, tailoring this concept car to the exact people who would drive it.
Award-Winning Auto Design
While still a concept car, his design, which won Muse Design Award Silver for Conceptual Design-Transportation, represents Jiang’s ethos. The vehicles of the future must offer a higher value of driving experience beyond just their environmental benefits. “I want people to feel connected, excited, and comfortable with my designs,” he says. “The goal is for the car to be more than just a way to get around. It should feel personal and enhance the experience.”
With this understanding, Jiang has transcended the automobile spectrum. From tough off-road cars such as the Fisker Force E and Alaska to sleeker, more refined vehicles like his concept car, his designs are versatile. They offer practical improvements that benefit those who drive them. As the EV market continues to mature, designers like Jiang will have a crucial role to play in shaping the future of transportation.
Unlike in the past, where automobile designers created cars for singular needs, the future is one that is rooted in user needs. This democratic approach to design relies on feedback and an understanding of those who use the very vehicles being designed. “The future of automotive design is about creating a symbiotic relationship between humans and machines,” says the designer. The emphasis is on designs that are not only beautiful but functional and intelligent, responding to the needs of the driver.
Key Design Element: The Driving Experience
It is this ethos that underpins Jiang’s emphasis on the driving experience, hoping to create not just a smooth ride but an immersive state where the driver feels in control and comfortable. Through his concept cars, he has shown his approach is rooted in functionality, and his design work on the Force E and Alaska expressed his flexibility in understanding the needs of each vehicle. No two automobiles are made exactly the same. Each one has a different end goal, and Jiang understands that on a profound level.
While the engines of the vehicles we drive have undergone a massive transformation over the last decade, so too have the vehicles themselves. Thanks to designers such as Rocky Jiang, the cars of the future will be better able to handle the needs of their drivers. As we progress to a smarter future, so too do our vehicles, all powered by experts like Jiang.
