Volvo mulls creating China design team to take on Audi and Bmw

Article by Christian A., on November 5, 2010

Volvo Cars wants to make sure that its next models will gratify the local tastes of the Chinese market and to achieve this, it will hire a team of designers in China.

Design chief Peter Horbury said that there is a research center being set up in Shanghai's Jiading district that will be where these designers will be working.

Per-Ake Froberg, a Volvo spokesman, said that Volvo's next model will be in the premium compact segment. This model planned for 2012 is co-designed by Horbury and predecessor Stephen Mattin.

This model is expected to compete with Audi's A3 and BMW's 1-Series. In an interview at Volvo's headquarters in Gothenburg, Horbury acknowledged that there’s “still a cultural difference in tastes and requirements.”

CEO Stefan Jacoby has set a goal of doubling sales to 800,000 cars in a decade and China is seen to be the key to achieving this.

Being able to come up with a design that attracts buyers in China and the US (the two largest auto markets) will help Volvo reposition itself as an upscale brand to rival BMW AG and Volkswagen AG's Audi, the leader in the luxury-car segment in China.

Ashvin Chotai, managing director at Intelligence Automotive Asia Ltd. in London, said that it’s “critical” for carmakers to study China very thoroughly and to have an understanding of what’s going on there. Volvo is now owned by Zhejiang Geely Holding Group Co. [via autonews - sub. required]

Topics: volvo, design, bmw, audi, china

If you liked the article, share on:

Comments

Recommended

Without a doubt, the SUV segment is getting increasingly more saturated. This month alone, we were greeted with city-oriented SUVs from the Kia Stonic to the Hyundai Kona, and now...
by - June 27, 2017
The Swedish moose test is known to have victimized many in the past, including the Toyota Hilux that massively failed. So knowing that many cars from trusted and leading automakers...
by - June 27, 2017
All-new BMW X3 (G01) just made its debut! The updated model has a familiar design, and slightly increased dimensions compared to its successful predecessors. For more cabin space, the wheelbase...
by - June 27, 2017
Polestar is notably known to be Volvo's internal performance specialists, and around last year Polestar revealed to the public that it will utilize electrification to further advance the power of...
by - June 26, 2017
Earlier this month, Porsche introduced to us the 911 Turbo S Exclusive Series. The car wore a Golden Yellow Metallic paint. The same time it was launched, the company said...
by - June 26, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries