Former Ferrari Designer Becomes Head Designer of Beijing Auto

Former FerrariFerrariItaly, 1947 > present233 models
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designer Leonardo Fioravanti who worked on the Ferrari DaytonaFerrari Ferrari 365 GTB4 Gen.1Italy, 1968 > 19735 versions
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and 288 GTOFerrari GTOItaly, 1984 > 19864 photos
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is now the head of design at Beijing AutoBeijingChina, 1952 > present1 model
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. His job is to create a brand that was founded to build motorcycles for the Chinese army during the Korean War. Fioravanti started as a consultant to the brand and then took over as the design head. His job is to make the brand "world-class" by 2025. 

"Chinese manufacturers recognize that they have some problems that they have to improve, one of which is the lack of brand identity. The first that achieves its own recognizable brand identity and styling language will be the winner," said Fioravanti.

Beijing Auto has a falling market share that Fioravanti is attempting to turn around. Chinese buyers are beginning to prefer foreign brands like GMGMUnited States of America, 1998 > present8 models
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and VWVolkswagenGermany, 1938 > present98 models
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instead of domestic brand. Beijing Auto's market share fell from 31.4% in the first quarter of 2011 to 27.5% in the first quarter of 2012. 

BrillianceBrillianceChina, 2002 > present1 model
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, Great WallGreat WallChina, 1983 > present5 models
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and GeelyGeelyChina, 1986 > present5 models
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have all poached talent from Europe to take top design and business positions within their companies. By hiring experienced foreign workers, the Chinese companies can jump start their competition against foreign automakers. 

Source: Automotive News Europe