"Design has never moved faster" – Shao Jingfeng

When we first conceived the MG4 five years ago, our ambition was not to build a car for China but to design a vehicle specifically for Europe. 

At the time, the Chinese market was turning away from hatchbacks. Buyers were choosing SUVs, which offered more space at similar prices. But Europe was different. There, the hatchback segment remained resilient, still dominated by internal combustion engine models. This presented an opportunity. The MG4 was launched as a compact, affordable EV that struck the right balance in price and size. The reception was extraordinary. People called it the ‘Volkswagen ID.3 killer’ and sales quickly made it the bestselling Chinese car in Europe. 

Success also brought challenges. European governments imposed steep tariffs on Chinese brands, with SAIC facing an initial levy of 38.1%. It was a heavy blow, but we still outsold Chinese rivals including Geely and BYD. But while the MG4’s bold, sporty design resonated with Europeans, it was less appealing in China. Many Chinese customers felt it was too aggressive, too masculine and not suited to their tastes. 

This forced us to rethink our strategy. In China, there is a growing appetite for EVs with softer, more family-oriented appeal, often emphasised through colour choices such as pinks and greens. These designs carry a more feminine sensibility. We realised that for the MG4 to succeed in China, we needed to create a second version, one that would complement the European model rather than replace it. Today we have two MG4s: one with sharper, more athletic lines preferred in Europe, and another with a gentler, more family-friendly design that speaks to Chinese buyers. In the months ahead, both versions will be available in Europe. 

Balancing these design directions is far from easy. For a designer, it is simple to create something striking and sporty. The greater challenge is to produce a design that feels welcoming and balanced, without losing excitement. Our early clinics in China were not encouraging; the first iterations felt too close to traditional ‘feminine’ EVs, which risked diluting MG’s sporty character. But through many cycles of refinement, we arrived at a version that kept the MG spirit while adding softness and practicality. When we launched the new MG4 in China in autumn 2025, sales exceeded expectations, hitting 30,000 units in a single month – three times our target.

EV technology is also transforming the way we design. Batteries are becoming lighter, flatter and more affordable, offering more space inside the car without increasing the footprint. SAIC is leading with half-solid-state batteries, a technology unique in the world. Normally, these innovations are reserved for luxury brands. This is where design and technology converge: the car is not just a shape, it is an integration of technology, packaging and aesthetics that solves problems.

The influence of social media has been another striking development. Take the MG Cyberster sports car, with its distinctive arrow-shaped tail lamps. Online commentary was divided, and competitors tried to ridicule the design. After careful discussion with my colleague Jozef Kabaň [VP of the Shanghai design centre], we chose not to abandon the design language but refine it. Adjusting the angle gave the lights a more confident look, and feedback since then has been overwhelmingly positive. This taught us the importance of listening carefully but also trusting our instincts and holding firm to our DNA.

Working with Jozef has been a valuable experience. We have known each other for more than two decades, from my time at Volkswagen and his work at BMW, Rolls-Royce and the VW Group. His European perspective, combined with his adaptability to China’s fast-paced market, has been invaluable. He describes himself as a student here, constantly learning, and I share that feeling. China’s scale and speed provides endless opportunities to experiment, test and adjust. Together we are building a design culture that draws on both Chinese dynamism and European heritage.

At the 2025 Shanghai Auto Show, we unveiled the Roewe M7, a production car derived from our concept. Its bold vertical design language stood apart from the Tesla-inspired minimalism common in China. We also revealed new MG concepts, including an off-road model that challenges MG’s traditional image. Turning it into production will be difficult, but challenges are what push design forward.

We are attracting a new generation of designers who are shaped by artificial intelligence. These young people arrive with powerful tools and fresh approaches, different from students even five years ago. AI is profoundly reshaping the design process. Where once it took years to cycle through sketches, clay models, and full-size prototypes, today we can move from concept to data and models in weeks. AI generates ideas quickly, tests multiple directions and allows us to visualise cars in real-world settings before they are built. It saves enormous time, but it also forces us to refine our philosophy, because machines cannot replace human vision. 

The future of car design lies in this partnership between human creativity and technological possibility. My role is to guide our teams to use these tools wisely, ensuring that design remains about solving problems for people. Design has never moved faster, and for me that is both the challenge and the excitement.