Designing a new car in Europe to meet the demands of Chinese customers J ust days after the SAIC Motor's technical centre in the UK was set- up ( now know as SAIC UK Technical Centre), the UK design studio, lead by design director, Tony Williams, was briefed to style a brand new car. The vehicle was to be SAIC Motor's first all- new, self owned branded product. The target market had been identified as ' A+' sector to compete with imported brand's products as well as the established Chinese domestic vehicles. The UK design studio was established with a view to providing SAIC's self- owned business with By Tony Williams, SAIC UK Technical Centre meets East West
a global experience and to bring European styling to the Chinese market. So, with a brief to design a car specifically for the fast- changing Chinese customer, how did a design team based in Europe approach this? Just like designing products for European markets, it was essential to understand the target customer and the core values of the intended brand - Roewe. Crucially, the style was developed with involvement from both the UK and Shanghai- based technical centres, ensuring appropriateness to the Chinese market.