From the Car Design Review 4 yearbook: Phipps talks about planting seeds at SAIC-GM-Wuling (SGMW) and appealing to Chinese millennials
“The big attraction to joining SGMW is I can help plant the design seeds that will grow for decades to come.”
That’s why I decided to join SGMW in September 2016 [from Cadillac]. Our design staff is about 218-strong and we develop 16 cars across two brands, Baojun and Wuling. Our designers are young, in their 20s and 30s, and our customers’ ages are similar, 20s to 40s. They bring optimism and insight and I enjoy witnessing the collaboration between our more experienced designers and our new, younger ones.
This is one of the attractions to working with SGMW. I have an opportunity to mentor the design team daily, much like my past role at the College for Creative Studies. This collaborative approach is what builds a strong team. It is the designer’s job to understand the differences in our customers. A brand can take a unilateral approach, but I think the young Chinese millennials’ needs are more…
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