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Christopher Bruce2012-06-18 16:40:26

Former Ferrari Designer Becomes Head Designer of Beijing Auto

Beijing has mostly been producing trucks

Former FerrariFerrariFerrariItaly, 1947 > present233 models
5149 photos
37 videos
designer Leonardo Fioravanti who worked on the Ferrari DaytonaFerrari 365 GTB4 Gen.1Ferrari Ferrari 365 GTB4 Gen.1Italy, 1968 > 19735 versions
86 photos
and 288 GTOGTOFerrari GTOItaly, 1984 > 198621 photos
2 videos
is now the head of design at Beijing AutoBeijingBeijingChina, 1952 > present1 model
8 photos
. His job is to create a brand that was founded to build motorcycles for the Chinese army during the Korean War. Fioravanti started as a consultant to the brand and then took over as the design head. His job is to make the brand "world-class" by 2025. 

"Chinese manufacturers recognize that they have some problems that they have to improve, one of which is the lack of brand identity. The first that achieves its own recognizable brand identity and styling language will be the winner," said Fioravanti.

Beijing Auto has a falling market share that Fioravanti is attempting to turn around. Chinese buyers are beginning to prefer foreign brands like GMGMGMUnited States of America, 1998 > present8 models
240 photos
and VWVolkswagenVolkswagenGermany, 1938 > present98 models
9787 photos
31 videos
instead of domestic brand. Beijing Auto's market share fell from 31.4% in the first quarter of 2011 to 27.5% in the first quarter of 2012. 

BrillianceBrillianceBrillianceChina, 2002 > present1 model
6 photos
, Great WallGreat WallGreat WallChina, 1983 > present5 models
10 photos
and GeelyGeelyGeelyChina, 1986 > present5 models
6 photos
have all poached talent from Europe to take top design and business positions within their companies. By hiring experienced foreign workers, the Chinese companies can jump start their competition against foreign automakers. 

Source: Automotive News Europe







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