Exclusive: BAIC's new Turin studio takes shape with Ivo Groen at the helm

Chinese automotive giant BAIC is expanding its European presence with the opening of a new design studio in Turin, appointing experienced designer Ivo Groen to lead the operation.

The move signals a stronger commitment from BAIC to European-led creativity and localised vehicle development, as the company seeks to sharpen its design language and broaden its appeal.

By establishing a permanent base in the Italian city, BAIC joins a growing number of Chinese manufacturers using European talent and heritage to shape future models.

Groen, a Dutch designer with an international career, built his reputation in France, working for PSA Group brands Citroën and DS Automobiles, where he contributed to concept vehicles and advanced design programmes that helped redefine both marques’ visual identities.

He later moved into the Geely design ecosystem, where his influence became more pronounced. As head of creative design at Lynk & Co, Groen played a central role in shaping a new brand. Based in Gothenburg and working across European and Chinese teams, he helped establish the bold, youthful design language that characterised the brand. His experience working within a fast-moving Chinese-European organisation, coordinating design work across continents and cultures, will be directly relevant to BAIC’s ambitions for its new Turin operation.

Confirming the new role, Groen described the project as a major opportunity for the brand.

“It’s very exciting times, building a team of creative talent in the heart of Turin, Europe’s Motor City,” he told Car Design News. “I just came back from Beijing where I had the privilege of meeting the creative forces and top management of this very impressive group which is BAIC.”

The Turin studio is expected to focus on concept development, advanced design research and future vehicle programmes, working closely with BAIC’s main design centre in Beijing. It is a strategy the new global design boss Anthony Lo used to great effect in developing the ArcFox 77 Concept with a small advanced team in Turin. 

Further details on the studio’s exact location, initial projects and staffing plans are expected to be announced in the coming months.

For Turin, the arrival of another international OEM reinforces the city’s enduring role as a hub of automotive design. For BAIC, it marks another step toward becoming a more influential player on the world stage.