Stefan Sielaff, a renowned car designer who has worked for Volkswagen Group, Bentley, and Audi, recently took on the role of Geely’s global design boss. Geely is the parent company of several brands, including Zeekr, Lynk&Co, and Polestar. Sielaff discussed the unique design approach of Zeekr and its positioning in the market. He mentioned that Zeekr is expected to be more luxurious than Polestar and that Chinese customers appreciate the brand’s ability to create products that don’t look like they came from the same mold.
The emergence of new car brands, especially in China, can be attributed to the rise of electric vehicles. Sielaff compared this phenomenon to what happened 100 years ago when new producers appeared worldwide. However, only the fittest survive, and the same will be true for these new brands. Some will succeed and thrive, while others will fail.
When it comes to designing a car for Zeekr, Sielaff emphasized that they are creating a global product. With a design department consisting of 33 nationalities, Zeekr adopts a global attitude while focusing on the Chinese market. Sielaff noted that Chinese customers have similar expectations to customers in the rest of the world.
One key advantage of working at a Chinese car company like Geely is the speed at which decisions are made and the development process is accelerated. Sielaff mentioned that the Zeekr 007 was developed in just two years from the first sketch to the finished product. Geely’s ability to streamline processes and make faster decisions sets it apart from traditional car manufacturers.
Sielaff expressed his satisfaction with working in China, highlighting the country’s openness to the world and the fast-paced nature of its development process. He also acknowledged the availability of investment and budgets, which allows for greater control over the design process. In conclusion, Sielaff finds his experience at Geely to be quite satisfying, especially as he nears the end of his career.
Overall, Sielaff’s insights shed light on the unique approach and advantages of designing cars for a Chinese brand like Zeekr. The emphasis on global design, the speed of development, and the openness to new ideas and decision-making contribute to Geely’s success in the ever-evolving automotive industry.
