Later this year, BMW AG is set to launch a styling studio in Shanghai, China, as part of efforts to boost its presence in the country, which is the company’s third biggest market, BMW disclosed Tuesday. The Shanghai studio will be the fourth one that the company will entrust to its subsidiary DesignworksUSA, a strategic design consultancy based in California with centers in Los Angeles, Munich and Singapore.
According to Adrian van Hooydonk, director head at BMW, the designing in China will aid the company’s comprehension of the country’s inspiriting culture.
In addition, the creative presence in Shanghai is an important strategic step for Designworks as well as BMW Group Design. BMW produces its 3 series and 5 series at its Shenyang plant in China, with its joint venture partner Brilliance China Automotive Holdings Ltd.
Furthermore, BMW will have a second production plant in Tiexi, China, by 2012 where it will build the X1 compact SUV, which will expand the company’s annual capacity in the country to 150,000 units.
China is the world's biggest vehicle market, but only ranked third in terms of car sales for BMW Group last year. The company recorded unit sales of 183,328 in China, including Taiwan and Hong Kong, in 2010 compared to 267,160 units in Germany and 266,580 in the United States.