Auto Shanghai 2007, China's biggest motor show being held this week, has particular significance for Pininfarina which was the first Italian design house, provider of automotive styling, engineering and development services, to seal an agreement with a Chinese auto-maker in May 1996. In the last 11 years, it has built up its customer portfolio and now cooperates with a number of major Chinese companies in this sector, including Avichina/Hafei, Brilliance, Changfeng, Chery, JAC.

AviChina Auto Corporation is presenting on its stand at Auto Shanghai 2007 the Luzun, production minivan whose exterior design was executed by Pininfarina during 2005. Starting from a platform supplied by the customer, Pininfarina was successful in creating an elegant, simple design and providing a feeling of compactness and dynamic solidity. The side panel is characterized by a continuous and tight line that goes from the headlight to the third rear window defining its shape. Luzun made its debut at the 2006 Beijing Motor Show on Avichina’s booth. At the same time, the HF10, a minivan styling model is also being presented. Pininfarina, executed the exterior design between the end of 2005 and the middle of 2006. In this vehicle, which is smaller than the Luzun, the surfaces treatment emphasizes its dynamism and elegance. A scallop that runs all along the side panel marks its design, as an aesthetic and functional element that welcomes the door handles and the rail of the rear sliding door.

Brilliance is exhibiting on its stand the Junjie, a three-volume, four-door production saloon. It is a 2003 Pininfarina restyling of the Brilliance Zhonghua saloon. The main interventions have been carried out on the front and on the rear, cutting the jumps and creating - with a special consideration to the European taste - new styling lines for the future Brilliance products range. The design of the interior is completely new: classic, inspired by the European saloon, with fluid lines. Each smallest detail has been meticulous cured. It is decorated with good quality materials as brier and chromate aluminium. Great care was taken in the development of the ergonomic and functional aspects. At the 2006 Beijing Motor Show, the Junjie was awarded “The best New Car in B Segment”. This model has been chosen by Brilliance for its European premiere at the 2007 Geneva Motor Show. Brilliance was the first Chinese car manufacturer to exhibit at an European car event.

In December 2004 Pininfarina signed a cooperation agreement with the Chinese company Changfeng Motor for the supply of design and engineering services. Changfeng presents on its booth the first automobile to be born out of this contract: the SUV Liebao. Beginning with the exterior and the interior design this production SUV was developed by Pininfarina between 2005 and 2006.

The design briefing called for an advanced styling solution, thus distancing itself from the competitors. Great care was taken in the development of the volumes which are characterized by aggressive graphics as the lengthen shape of the headlamps. The body side is distinguished by character lines over the front and the rear fenders which strongly separate the tyres from the bumper cut lines. The design of the interior focuses on a modern ambiance, clean and functional which accentuates the robust nature of the SUV.  On the engineering side, the greatest challenge was to harmoniously integrate the carry-over platform (chassis – motor – drivetrain - suspensions) with the new developed ones.

On Chery’s stand, Pininfarina is present with two cars: the A3 and A3 sport. A3 is a three-volume 4 doors c-segment saloon, developed between the end of 2004 and the beginning of 2006. The aim of the project was to create a car characterised by a simple and compact exterior and interior design. The driver’s cab has curved lines reminding the silhouette of a coupé.

Strong care was taken in designing the interiors to create the effect of lightness, agreeableness and plainness. The central part of the dashboard goes toward the top and designs a sail dividing the cockpit in three parts well distinguished in terms of shape and colours. The platform was expressly studied by Pininfarina. Also all the exterior and interior components and the suspensions were developed and engineered by our company. A3 Sport is a 2-box saloon running prototype – with a more sporty appearance to appeal to youngish customers.   It has in common with the A3 version the chassis, the front and rear part. On the contrary some variations were made in the treatment of the rear part and of the interiors to highlight the sporty features, in particular in the design of the seats (now more sculptured and with evident seams) and of the door panels (with a more aggressive and dynamic shape).
 

The dashboard elements are the same as in normal A3 version. Pininfarina took care also of the engineering development and built a running prototype. The car was unveiled at the 2006 Beijing Motor Show.

In November 2005 Pininfarina signed a new important cooperation agreement with the Chinese Company JAC (Anhui Jianghaui Automobile Co. Ltd.) for the supply of design and engineering services. JAC, fifth client in China for Pininfarina, is one of the major Chinese car manufacturer. In the last ten years, it has rapidly and steadily increased its activities; nowadays its production covers a wide range of products in the automotive market from components to complete vehicles.

Auto Shanghai 2007 - Interview with 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.