DESIGNING FOR THE CHINESE AUTO MARKET - AUTOLINE THIS WEEK 2019

EV Channels Review

This Autoline This Week episode, filmed at the Beijing Auto Show, features a compelling discussion among three prominent Western automotive designers working for Chinese brands: Peter Horbury (Geely), Ken Parkinson (GM Shanghai), and James Hope (Chery). The core of the conversation revolves around the unique challenges and adaptations required to design vehicles for the Chinese market. Key insights include the critical importance of the second row due to owners often being driven, the significant role of cultural symbolism in color and materials (e.g., red for luck), and a distinct approach to vehicle "face" and front-end design influenced by Chinese cultural elements and animal symbolism. The designers highlight the rapid evolution of the Chinese auto industry, moving from imitative designs to more sophisticated and internationally appealing aesthetics. A striking observation is the remarkably young demographic of Chinese car buyers, necessitating a design approach that appeals to a younger audience compared to Western markets. The discussion also touches upon the incredible speed of development and production within China, often referred to as the "land of miracles." While the episode focuses on the design process and market nuances rather than specific vehicle reviews, it offers valuable insights into the strategic thinking behind automotive design in one of the world's largest and fastest-growing markets.