Pininfarina has teamed up with South East Motor (SEM) for a second time, unveiling a new compact SUV concept which previews a forthcoming production car.
Following on from the first collaboration between the companies on the DX7, the new DX 3 Concept will form the basis for the future style language of the DX series. In the next 5 years, SEM and Pininfarina will develop different types of SUVs with a view to creating an entire family of products for China.
The DX7, described as the first Chinese SUV with an Italian touch, was presented at Auto Shanghai 2015 and went on to win over 30 awards from by the Chinese press, among which the SUV of the Year Award in 2015 as part of the "China Automotive Billboard Awards". Since going into production in July 2015, it has regularly exceeded sales targets of 10,000 orders per month.
“DX3 concept and DX7 - says Silvio Pietro Angori, CEO Pininfarina - set a new benchmark for the SUV segment. The DX7 is so successful because it expresses all Pininfarina know-how and skills that are perfect for the Chinese market: stylistic research and development aimed at defining a timeless beauty in the best of Italian style tradition. The Italian touch combined with the SEM technological innovation makes the DX3 and DX7 elegant, solid projects, aimed at the future”.
The Pininfarina Automotive Engineering Shanghai team (PAES) is cited as a major factor in the success of the partnership with SEM. It was established in 2010 to act as a satellite design development department in Shanghai, deemed a key strategic automotive site for the Asian region.
Today PAES offers commercial development and design services, staffed by a multicultural team of 20 people under the guidance of Federico Viganò (General Manager) and Orazio Daldosso (Design Director) and supervision from Italy of the Chief Creative Officer Fabio Filippini.
Revenue more than tripled in 2015 compared to the previous year, topping 3 million euros, with 21 projects developed – 7 in collaboration with the Italian HQ and 14 independently – resulting in a move to larger offices in Auto City, Shanghai.
Continued growth in 2016 is expected to see the headcount rise to 30.