Multi nationals growing their design centers in China

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As the largest car market in the world, China has attracted more attention from multinationals. They realized that the direct introductions of American or European models are no longer enough. The best way to captivate Chinese hearts is to deliberate their characteristics, ultimately establishing a local design center is the best way forward.

Recently, Ford plans to establish a small design center in China to monitor consumer behavior and design trends. Ford is trying to keep up with the pace of GM, PSA and VW.

The first car design joint venture in China is Pan Asia Technical Automotive Center, a JV between General Motors and Shanghai Automotive. In 2002, 5 years after PATAC’s establishment, its first product was the Buick Regal hit the market. Regal was a facelifted model of American Buick Century which was introduced to China in 1998. After this, Chinese Buick FirstLand, Buick LaCrosse and Chevy New Sail were born in PATAC in succession. Thanks to the deliberation on Chinese characteristics, PATAC’s works are all welcomed. (Interestingly, Buick’s brand image in China may be better than it in domestic market.)

PSA China technical center was launched in late 2008. The young center based in Shanghai has 2 famous works, Dongfeng Peugeot 408 based on 307 and Citroen Metropolis Concept, more China based models will come in the next few years from this design center

VW doesn’t have an independent design center in China, but one of its joint venture partners, Shanghai Volkswagen, has a strong design departmetn. Two versions of the facelifted Passat B5, Lavida based on A4 platform and New Touran are all examples of their design flare.

From an international angle of view, the styling design of these works doesn’t always harmonize well. Some of them even are a little ugly. However, products designed in China grasp Chinese demand well, because they understand Chinese consumers’ characteristics. For example, many Chinese are trying to find a styling balance between modesty and individuality. American aggressive styling and European dynamic styling cannot suit them perfectly, but Buick LaCrosse by PATAC and Passat Lingyu by SVW can do.

Multinationals’ local design centers may make inroads in China’s local brands’ market, especially when the designs are based on old platform and hit the market with lower price. On the contrary, these international centers have cultivated many Chinese talents to become great international designers.

Strangely, Japanese brands never design cars in China. Although many Japanese models are designed in two or three versions for American, European and domestic markets, not every model has one version suit Chinese well. Japanese brands’ vigor may be ebbing already in China.