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GAC Motor appoints new design director
Di Chen has been promoted from chief exterior designer to design director at GAC Motor part of the GAC Group
In his new role, the ArtCenter graduate will lead a team of 70 designers and oversee the full lifecycle design development of GAC Motor’s product portfolio – spanning 12 vehicle programmes including SUVs, MPVs and off-road vehicles.
Chen will report to Fan Zhang, Group chief design officer and VP Zimo Yang, and will oversee the entire design process from strategic product definition and the evolution of the brand’s design language to design quality management and global design communication.
Beginning his career as an exterior designer at Mercedes-Benz China in 2016 until 2020, Chen then took on the role of principal exterior designer at GAC’s R&D centre in Guangzhou, China, for six months. After this, he spent just under two years as senior exterior design manager back at Mercedes-Benz China before moving to the Mercedes-Benz’s Research and Development studio in North America as senior creative designer.
In 2025, Chen moved to BAIC Motor as head of exterior design for the Swiss division, working his way up to a short five-month stint as design director. In early 2026, Chen took on the role of chief exterior design for the GAC Trumpchi Brand for two months and is now design director of the GAC Motor Brand.
Di Chen commented on his promotion: “What draws me to GAC is that design empowers product definition, brand building and long-term innovation, going far beyond mere vehicle styling.”
GAC adds: “Drawing on extensive experience across world-leading premium automotive brands and China's technology sector, Di Chen combines global design expertise with a deep understanding of the Chinese market. His background in strategic product development, design innovation and cross-cultural leadership positions him to lead the next phase of GAC Motor's design evolution.”
This focus on strategy feeds into GAC’s need to stand out within a busy Chinese market. In an interview with Fan Zhang at the Beijing Motor Show 2026, he commented on the “insane” level of competition, stating that GAC is focusing on “getting an edge over the competition. Because you cannot simply follow others. You have to create your own character and a special point of appeal from your product.”
GAC also closed its advanced design studio in Los Angeles in November 2025, further consolidating the company’s overseas footprint.
