BMW Opening Design Studio in Shanghai to Keep A Finger on the Pulse of ChinaThe BMW Group�s in-house design consulting firm, DesignworksUSA, will be opening a new studio in Shanghai later this year�supplementing the feeds from existing studios in Los Angeles, Munich, and Singapore with some Chinese design flair. DesignworksUSA may be a subsidiary of an automotive company in BMW, but it dabbles in industrial and product design for a variety of industries, having designed everything from the Embraer Legacy jet to a reimagined 1950�s-era Emeco aluminum chair. Of course, the consulting firm doesn�t forget its parent; contributions to BMW�s stable include the Z4, X Coupe, and Rolls-Royce Phantom.
DesignworksUSA�s Singapore studio has been in operation since 2006, but given the rapidly growing influence of China on the global automotive industry, DesignworksUSA�s execs know it�s important to have a presence in China. This will enable the company to work on non-automotive products there and get a feel for the tastes of Chinese consumers. We�re sure that China�s role as the quickest-growing market for BMW and the largest automotive market in the world played into the decision, too. (BMW is presently represented in China in a partnership with Brilliance Auto.)
This certainly sounds like a good strategic move for the future of BMW design�we just hope it doesn�t lead to a long-wheelbase Z4.
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