Designer Interviews: James Hope, Design Director for Chery Motors
James Hope, has an impressive automotive design portfolio, having worked at General Motors, Ford and Johnson Controls. In January he became one of the steady stream of Western car designers heading East by joining Chery Motors, the Chinese state-owned automaker, as its new Design Director
James Hope, has an impressive automotive design portfolio, having worked at General Motors, Ford and Johnson Controls. In January he became one of the steady stream of Western car designers heading East by joining Chery Motors, the Chinese state-owned automaker, as its new Design Director.
Since he was appointed Hope has quickly adapted to his new environment and contributed to every significant project. Car Design News caught up with him to find out more about where Chery design goes next.
Car Design News Why did you decide to join Chery? What was it that attracted you?
James Hope For me the main attraction was to be given the opportunity to really make a difference in helping to build up a brand to an international level. China’s automobile market is so diverse and dynamic. We need to not only catch up, but also work to be in front of the curve.
There is no secret formula here, if you look at what KIA has achieved in the last 5 years, they have transformed the product mainly through design. Visual brand elements, design language, good proportions and perceived quality. These, for me, are the main ingredients with which we are working.
I was also intrigued by the chance to come to China and experience a different culture and environment. I have worked in many countries throughout my career including Canada, USA, Germany, Italy, England, France, South Africa, and China was the next logical step for me.
Coming to China was something I had been contemplating for quite some time and had been talking with colleagues, friends and family about such an exciting change. Interestingly the reaction was very positive. I believe that for a designer change and diversity are always good for inspiration, to stay fresh and energized.
CDN What are the similarities and differences between Chery and other Chinese brands?
JH There are so many brands here in China it’s a very competitive environment. You can see some Chinese brands are improving quickly, while others seem to be struggling more with the complexities of the industry. This seemed quite evident at the auto show in Beijing I attended this year. I am still trying to get my head around the dizzying number of Chinese brands. As Chery is the number one Chinese OEM exporter into other markets since 2003, I am more interested in looking at Chery versus the western OEMs, or Chery as a global nameplate. This is a big challenge and for me sets Chery apart from other Chinese OEMs.
CDN What are your thoughts on Chery’s current production line?
JH Obviously we have many products on the road and in process for production. We need to support the product strategy and improve the current line up as we develop the new vehicles. Therefore the strategy for the vehicles towards the end of the development process needs to focus on PQ and brand consistency from the design perspective.
Vehicles early in the process can be targeted to influence the proportions and design language. Working with product planning and branding we are establishing a firm base for this strategy and have already put a stake in the ground with the highly acclaimed Chery TX SUV concept shown this year in Beijing.
CDN How is the design team currently organized? Who do you report to?
JH We have a fully functional design studio in Wuhu with approximately 80 people at our main design campus, which is approximately two hours travel time from Shanghai where I report to Dr. Anning Chen, Corporate Vice President of Product and Engineering. We also have some external strategic partners who we utilize when we need supporting resource and facilities. The team itself is a young highly motivated group who are growing and improving rapidly. Every time we have a review I am encouraged by the noticeable level of progression. The rate of learning and continuous improvement is impressive.
CDN If Chery wants to establish a design studio in Shanghai, what would be its function?
JH For Shanghai we already have a studio in place and have plans to bring this to an international level. This will support our goal to bring the Chery brand to the highest design standard. The Shanghai studio is our creative center for our design efforts with the goal of building the team with top local and international design talent.
CDN Chery owns four brands: Chery, Riich, Karry, Rely. How do you decide on the design orientation for each brand?
JH My main focus is on improving the Chery corporate brand. As we work internally together on the product strategy we need to focus on the brand attributes specific to the nameplates. We need to implement these attributes supporting the Chery brand strategy through the nameplates and products with consistent design cues specific to each brand. Strategically this will help to bring clarity to the individual marquees.
CDN What’s your perspective on the Chinese passenger car market and consumers?
JH The passenger car market is increasing rapidly in China and as the salaries increase and people have more disposable income there is more potential to offer higher levels of content, better materials, etc. I am working on series differentiation proposals to help catch this progressive and expanding social economic trend with Chery products. Using the base vehicle as the program cost tracking model and adding additional content for consumers who are willing to pay more to upgrade both interior and exterior.
The consumer is also becoming more educated about the product and the expectation of customers in China is increasing rapidly. Therefore, it is fundamental that we focus on quality on all levels, especially product quality where it relates to design execution. Also if you look at the trend, SUVs clearly are the vehicle of choice here in China. The market seems to have an insatiable appetite for SUVs and you can see all the manufacturers scrambling to make every shape and size for the Chinese market as this segment is expected to continue to grow.
CDN How do you expect the design team at Chery to develop?
JH We are already well on the way of establishing a design department to an international standard in Wuhu and Shanghai. I believe in bringing in a few key top experts to support this ambition to work with the team along with attracting local talent. My ultimate ambition is to create a design department where people are excited and passionate about designing cars they want to buy and own, and they are inspired and focused on this goal every day. In my opinion this is the best job in the world, and I plan to create the environment that supports this.