Interview Andrea Pininfarina

Pininfarina has provided a major contribution, in terms of design and engineering, to promoting development of the Chinese auto industry. How do you apply your design and engineering expertise to meet the requirements of your customers?

When designing a vehicle for a Chinese firm, Pininfarina adopts the same design approach as that used for other auto-makers. First of all, we focus on the market range of the brand so as to precisely define the product we want to achieve. When conceiving the vehicles, we develop the design and car in accordance with the customer’s expectations.
Also with Chinese customers, we aim to construct brand identity, a family feeling for each car manufacturer with which we cooperate, creating a link between the various models designed for the same brand so that they are clearly identifiable by the end customer. We also provide our customers with support in developing the vehicles so that these comply with the stringent quality and safety standards imposed by international markets.

What type of vehicles meet the requirements of the Chinese market?

China has a long history and it is not possible to design a car without taking this account and also the far-reaching changes that have occurred in the last few years of exceptional growth, not only economic but also in terms of increased consumption.
However, I would stress that the Chinese car market is gradually adopting many of the typical styling traits of the world automotive industry, also with a view to promoting penetration of the range of Chinese products on the demanding Western marketplace. The car must, therefore, be suitably and harmoniously proportioned, with sleek, flowing lines visible from various angles of the vehicle and with an attentively-crafted interior and good quality material.

Do you think that Chinese manufacturers will enter the European and USA markets in the short term?

Although their models have improved considerably over the years, I think that Chinese manufacturers will not make their debut on our market for at least five years. First of all, they must align their products with the strict quality and safety regulations of the West. Also, as in the case of the Japanese manufacturers, it takes time to construct “strong” brands for such a highly developed market as that in Europe.

What percentage of Pininfarina Group's business is concentrated in the Chinese market?

At the moment, considering the various contracts, 30% of business in the design and engineering sector is carried out with Chinese customers, confirming the ability of our services to penetrate this crucial and dynamic market.

Are there other emerging markets on which Pininfarina may gain a footing?

I consider that India, Russia and Brazil are countries characterised by a consolidated internal market and which aim to develop their car industries. We would give due consideration to any opportunities that may arise in these countries. For example, in India we have recently stipulated a preliminary agreement with the National Institute of Design (NID), for cooperation in design activities that include upgrading of education and of industrial inputs, training of students, applied research and specific car design projects.

Referring more specifically to the Shanghai Show, which of the Chinese vehicles present have been designed by Pininfarina?

I am very pleased because Pininfarina’s styling expertise is well represented in Shanghai. Various models penned by Pininfarina are on show on our Chinese partners’ stands: the Avichina/Hafei Luzun and HF10 minivans; the Brilliance Junjie saloon, the Chery A3 and A3 sport; saloons and the Changfeng Liebao SUV.