version' in China, is a good business model. Companies that follow this philosophy usually rely on a home market that they believe is starved of products, or they rely on a captive export market of friendly neighbours. This approach often comes from a belief that those particular customers are unsophisticated and will be happy with inferior products. This is no longer the case, particularly when it comes to the importance of good design and safety. Every family who comes in touch, however briefly, with any modern technology will quickly become aware of contemporary design standards. The mobile phone, which demonstrates every aspect of modernity including function, design, quality and new or interesting materials, is an example of a fast- growing technology that is particularly popular with young people. In the automotive world, older Western designs are based on out- of- date technology. This means that those cars, designed back in the 20th century, usually do not meet the latest crash and safety regulations Why should a Chinese customer have to drive a car that is less safe than those that are offered to car buyers in the west? Clearly, in a country as vast as China, the same products will not be appropriate for every province. Requirements and desires in big cities will not be the same as those in rural areas. But it would be wrong to think any customer is less deserving of a good design. The post- war history of the British car industry clearly shows what can happen if manufacturers " In the automotive world, older western designs are based on out- of- date technology, and don't meet crash regulations"