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.

SAIC's Roewe brand. The final design theme was selected for its balanced, calm yet dynamic style. The 550 was designed to exude a premium feel in line with Roewe core brand values. It also needed dynamic and confident imagery to reflect the progression of Chinese customer's taste and to indicate Roewe 550 - A Balanced DNA Being an all- new design, this project was a chance to produce a modern medium- sized sedan, that retained the British- influenced dignity and elegance of the 750. It would also forge a new distinctive Chinese dynamic image and character to be used in many new products from