Wulin Gaowa takes up the reigns at GM China’s Advanced Design Studio

---

Wulin Gaowa is making strides in the automotive design world, she is the first female design director to take the reigns at one of GM’s Global Design centers, she will be top man – or rather woman, at GM China Advanced Studio in Pudong, Shanghai. Gaowa is no newcomer to the automotive design world, she has held positions at DaimlerChrysler where she started her career and has also worked at ItalDesign in Italy and Mercedes-Benz Technology Center in Germany, in addition she also worked at Siemens Design Center in Beijing and also lectured students in transportation design at the Design College of the Central Academy of Fine Arts in Beijing.

The GM China Advanced Studio focuses on GM’s global design organization, with a strong focus on meeting domestic needs in terms of localizing GM’s products for Chinese tastes. The new center is a world-class facility which will include a digital visualization center and secure indoor and outdoor viewing/exhibition areas and will assist GM with gathering and analyzing information on automotive and other design trends in China to support GM’s vehicle development.

Gaowa recently explained the significance of hiring Chinese designers and tailor-making features for China, the world’s biggest auto market.

Q: Why did GM choose to locate its newest advanced design studio in China?

A: China is the biggest auto market in the world and also the biggest overseas market for General Motors. As local demand keeps increasing, there’s need for more variety in our product designs. After the design center is launched, our Chinese designers and engineers will be developing tailored vehicles here, following GM’s strategy of working in China, with China, and for China.

Q: How is it going with the hiring process? What kind of talents are you seeking to hire for the Advanced Design Studio? 

A: We have found some qualified candidates here in China.  We’re looking for people that have a passion and superior talent in the area of car design, and are willing to challenge the status quo.  Hiring locally is important for us as the designers’ Chinese cultural background will help us better understand how to design mobile products that meet the needs of our customers in China. Overseas experience will be a plus and good support to achieve global standard.

I’ve been visiting design universities and colleges all over China and the U.S. since I arrived in September, looking for designers who will fit into our organization.  I’ve been to Beijing, Guangzhou, Hong Kong, Detroit and Los Angeles so far.

Q: What influence will the new design center in China bring to GM’s future products for both China and other parts of the world?

A: China market is playing a dominant role both in Asia and global companies. As demand in China accounts for a bigger portion of GM’s global sales, our success in China is critical.  We need to closely monitor and predict Chinese customers’ mobility behaviors, needs and preferences to ensure we are bringing the right products to the market.  China’s vast geography means that many different mobility solutions are necessary, and it seems logical to think that inventions here could have appeal in other markets with similar customer needs and behaviors.

Q: Do you think cars designed in China will be accepted by overseas consumers?

A: Certainly, as long as the brand identity and brand promise is articulated correctly.  For instance, designers here in China were responsible for the award-winning Buick LaCrosse interior design, which also retails in the US as the same model.  The local designers can understand the brand and its “visual DNA”, and therefore can continue to offer solutions that meet the brand promise to compliment the international Buick showroom.

Q: How soon will the first car designed in the new studio here in Shanghai come out?

A: While we can’t provide details on future products, I can say that this studio will be focused on advanced design development and helping forecast the mobile needs and solutions of the consumer.  General Motors is keen to make mature products to fulfill its long-term commitment to customers globally. The advanced design center in China is following the principle and seeking to create a value in bringing to market promising vehicles. We need the right product, not any product.