The Chinese automobile industry is speeding up its product competitiveness by attracting not only engineers from German and American corporations but also designers.
Recently, the Chinese electric vehicle company BYD, which entered the domestic market, is gaining attention not only for sedans and sports utility vehicles (SUVs) but also for sports cars. Following the introduction of the high-performance sports car U9, priced around 300 million won, under its premium brand 'Yangwang', it is preparing to launch another sports car under the Denza brand. The Denza sports car is scheduled to be unveiled at the Shanghai Motor Show in April.
In recent years, as the number of vehicle types and models has increased, the design of BYD vehicles has become more diverse compared to its initial launch. There is an assessment that Wolfgang Egger, who oversees the company's design center, plays a significant role in this change. Wolfgang Egger, a former chief designer at Audi, has worked on projects at Alfa Romeo and Lamborghini and has developed designs for Quattro and e-tron.
With Wolfgang Egger's joining, the design has not only become refined, but it is also noted that a unique family look has emerged for BYD, centered around the mid-sized sedan 'Seal' (family look refers to the consistent design applied across products from the same company). In the early 2010s, Hyundai Motor Company and Kia also invested significant effort into establishing a family look that encapsulates the brand's design identity during their design improvement process.
BYD is not the only Chinese automobile corporation setting its sights on the global market with affordable prices and improving quality through the recruitment of overseas talent in design and technology. Most offer salary levels well above existing packages, and corporate executives often directly engage in recruitment efforts.
Geely's electric vehicle brand Zeekr has recruited Stephan Sierraff, who oversaw designs at Audi and Bentley. Stephan Sierraff designed the futuristic model 'X', the third model launched by Zeekr in 2023.
Design at FAW is headed by Giles Taylor, a former Rolls-Royce designer. FAW owns the premium brand Hongqi, which is used as a state vehicle for Chinese President Xi Jinping. Changhong Automobile has recruited Phil Simmons, formerly of Land Rover, while Guangzhou Automobile has enlisted Pontus Fontaeus, who has experience at Lamborghini, Ferrari, and Volvo.
Chinese automobile corporations have made their presence felt in the global market by leading with electric vehicles. Annual sales rankings are topped by Japan's Toyota, Germany's Volkswagen, and Hyundai Motor Group, while BYD and Geely ranked 8th and 10th, respectively. Although sales volumes for Toyota, Volkswagen, and Hyundai Motor Group slightly decreased compared to the previous year, BYD saw a 41.3% increase, rising two spots, and Geely experienced a 22% increase, entering the top ten for the first time.