New UK facility to design for LDV, MG and Roewe.
The Shanghai Automotive Industry Corportation, better known as SAIC – parent of the LDV and MG brands – has opened a new design studio in London, UK.
Dubbed ‘SAIC Design Advanced London’, the new creative hub is the company’s second European-based design centre, after MG’s Birmingham facility which opened in 2011.
SAIC says the new studio will be the first in its portfolio to specialise in ‘Advanced Digital Design Technology’, and will support future product designs across the LDV and MG brands, along with Roewe – the firm’s China-only brand that is essentially a reboot of the old Rover marque.
Additionally, the London facility will “focus more on advanced design research projects and creative exploration of conceptual ideas”.
“Design is a huge element of the SAIC Motor vision, as we continue to explore the possibilities of the rapidly evolving automotive sector across the globe,” said Shao Jingfeng, SAIC’s global design director.
“The new Advanced London studio will allow us to focus on concept studies and pre-concepts for future production projects.”
SAIC says it chose London has the “next stage in its continued expansion” due to the English capital’s established design culture, “outstanding” fashion scene and “a host of institutions working at the forefront of innovation”.
Over the next couple of years the company expects to grow its London team to “a few dozen” designers, hailing from all over the world.
The design team will work and operate in conjunction with the Birmingham facility – which is also being rebranded to ‘SAIC Design Advanced Birmingham’ to bring the two European creative hubs in line with each other.
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