The progress of Internet and digital technology has changed the one-way communication mode of traditional information. With the advent of the era of mechanical reproduction, the aesthetic, ornamental and application values of art have changed. In this paper, taking Volvo concept truck as an example, combined with its own specialty, the mechanical replication theory expressed in product design is recognized and explored. In the new media era, the new significance of mechanical reproduction technology is the background of art and technological change, and the related audience relationship presents three new changes.