Designer Interview: Shao Jingfeng, SAIC

CDN_CDR6_Shao Jinfeng_1

From CDR6: SAIC’s global design director talks us through the transformation of Roewe and MG design

SAIC now consists of two brands, Roewe, which is sold in China, and MG, also sold outside China. I started working for SAIC VW in 1999, when I was responsible for the styling of Roewe, and since 2011, the MG vehicles too. I used to work for the Germans and now I am trying to understand British culture – for MG, this is key. The Roewe design philosophy is ‘emotional rhythm’; its idea is to combine Western design principles with Oriental aesthetic culture, to bring high quality, confident and elegant products. The MG design philosophy we have developed in our UK and Shanghai studios is ‘emotional dynamism’; it’s based on mainstream classic British aesthetics, echoing the emotional demands in the era of artificial intelligence. It conveys a sense of charm and allure. 

We’re glad you’re enjoying Car Design News

To continue reading this article and others like it SIGN-IN or SUBSCRIBE TODAY

For a one-time only FREE TRIAL granting you access to three premium articles register here

This article is available to CDN subscribers only
SUBSCRIBE TODAY to gain full access

CDN Comp Tablet phone image2

The benefits of your subscription include:

Access to motor show and concours coverage, trend and technology reports, design reviews of new and classic concept and production cars, exclusive interviews, regional reports, who’s where, design essays, career resources, design competitions, regular newsletter updates PLUS comprehensive degree show reports from the world’s leading design schools, the CDN archive of sketches, images and articles spanning 20 years of coverage.

Fees start from £55/€60/$70. Packages available for students, individuals, schools and corporates.

cdn-newspress-award-banner

Gain full access to cardesignnews.com subscribe today

For a one-time only FREE TRIAL granting you access to three premium articles only register here

ALREADY SUBSCRIBED - Individual, Studio, Student or School

You now need to register your details and sign-in for full access to cardesignnews.com

SIGN-IN here