Read our interview with GAC’s head of design, Fan Zhang, which featured in the Car Design Review 9 book
It can be tough for a new brand to build its reputation in China. The market moves so quickly and everyone wants the next big thing. Established companies can apply the same designs across different cars in their portfolio, but when we tried this with our previous generation of cars it turned out to be not so successful. Many of our models became nearly identical from the front end, and people often found it hard to tell our cars apart.
The challenge is that we are not like brands that have been around for a hundred years and already have a strong brand image. GAC is pretty new, so people don’t have a clear perception of us yet. We had to reflect on this, and for…
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