More domestic carmakers are seeking out experienced Western designers in an effort to improve their brand image and better compete at home and abroad.

Liaoning province's Brilliance Auto, the Shenyang-based Chinese partner of BMW, recently hired its design director Dimitri Vicedomini, who formerly worked at famous Italian car design firm Pininfarina.

The Italian remarked at the ongoing Beijing Auto Show that he believes coming to China and working for a Chinese brand is a good opportunity for him as a professional designer and as a man who loves a challenge.

It is also a natural decision, Vicedomini said, because he worked with Brilliance for eight years when he was at Pininfarina.

He had participated in the design work for several Brilliance vehicles, including the Junjie Cross and H530, which are being showcased at the auto show.

Last year, Brilliance Auto sold 567,000 vehicles, up 13 percent over the previous year.

Though its competitiveness may not be on par with large groups like SAIC Motor or FAW Group, the carmaker has been persistent in improving its products.

The company said it expects Vicedomini to provide comprehensive guidance to the design team in Shenyang to help Brilliance forge a distinguished identity for the product family and improve brand awareness.

Vicedomini is just one among a growing number of foreign designers that has come to work for Chinese automakers.

According to foreign media reports, former GM designer James Hope recently joined domestic carmaker Chery as a design chief to lead the team to develop a unique design language for the company and improve its products to a new height as the European competitors.

Last year, Peter Horbury, the former vice-president of design at Volvo, was shifted to Zhejiang Geely Holding Group Co to work on designs for the domestic Geely brand.

Horbury's profound industry experience will be the key to Geely's success, said the company's chairman Li Shufu.

hantianyang@chinadaily.com.cn

(China Daily 04/26/2012 page18)