Wulin Gaowa on GM’s new Chinese Advanced Design Studio

Following on from our story in September about Wulin Gaowa's appointment to GM Design as Director of its China Advanced Design, the company has released more details about the new studio and an interview with the designer.

The company's "future hub for automotive design in Asia" will move into its new home in July 2012. The studio will be located at GM's GMIO and GM China Headquarters in Shanghai. The company has also announced that it is looking to hire automotive designers and associated technical staff for its new facility, which will focus on creating cars specifically for the Chinese market.

Gaowa is the first female designer to be appointed to oversee a GM design studio. The former Mercedes-Benz and Italdesign Guigiaro designer joined GM back in September, and was recently named one of the 10 best young designers in China by the China Industrial Design Association.

In an interview to accompany the announcement, Gaowa explains the significance of having a studio dedicated to the Chinese market, and the importance of China-specific automotive design features:

Q: Why did GM choose to locate its newest advanced design studio in China?

A: China is the biggest auto market in the world and also the biggest overseas market for General Motors. As local demand keeps increasing, there's a need for more variety in our designs. After the design center is launched, our Chinese designers and engineers will be developing tailored vehicles here, following GM's strategy of working in China, with China, and for China.

Q: How is it going with the hiring process? What kind of talents are you seeking to hire for the Advanced Design Studio?

A: We have found some qualified candidates here in China. We're looking for people that have a passion and superior talent in the area of car design, and are willing to challenge the status quo. Hiring locally is important for us, as the designers' Chinese cultural background will help us better understand how to design mobile products that meet the needs of our customers in China. Overseas experience will be a plus and good support to achieve global standard.

I've been visiting design universities and colleges all over China and the U.S. since I arrived in September, looking for designers who will fit into our organization. I've been to Beijing, Guangzhou, Hong Kong, Detroit and Los Angeles so far.

Q: What influence will the new design center in China bring to GM's future products for both China and other parts of the world?

A: The China market is playing a dominant role both in Asia and globally. As demand in China accounts for a bigger portion of GM's global sales, our success in China is critical. We need to closely monitor and predict Chinese customers' mobility behaviors, needs and preferences to ensure we are bringing the right products to the market. China's vast geography means that many different mobility solutions are necessary, and it seems logical to think that inventions here could have appeal in other markets with similar customer needs and behaviors.

Q: Do you think cars designed in China will be accepted by overseas consumers?

A: Certainly, as long as the brand identity and brand promise is articulated correctly. For instance, designers here in China were responsible for the award-winning Buick LaCrosse interior design, which also retails in the U.S as the same model. The local designers can understand the brand and its 'visual DNA', and therefore can continue to offer solutions that meet the brand promise to complement the international Buick showroom.

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By Joe Simpson