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FAW taps Rolls-Royce design chief to help revive luxury marque
Automotive News China | 2018/9/11

China FAW Group Corp. hired Giles Taylor, former design director of Rolls-Royce Motors, to become vice president for design and chief creative officer.

Taylor will be mainly responsible for the design and styling of FAWs Hongqi luxury brand. He will also help FAW create a design development system and incorporate international design philosophies in a full range of products including autonomous passenger cars, FAW said.

Taylor will be based in Munich, Germany, where he will help FAW establish an advanced design center.

Before joining Rolls-Royce in 2011, Taylor was chief designer for the Jaguar brand at Jaguar Land Rover.

State-owned FAW was established in the northeast China city of Changchun in 1956 as a commercial truck producer before later developing light vehicles. 

FAW created Hongqi, which means red flag in Chinese, in 1958 as a limousine brand for government agencies.  Since the 1990s, the company has introduced compact sedans under the Hongqi badge that are aimed at private buyers. But it has had limited success. 

After becoming FAWs chairman in early 2017, Xu Liuping pledged to boost Hongqis sales and brand recognition. Last year, he announced a plan to launch eight new and redesigned models under the brand by 2020. 

FAW also operates passenger vehicle joint ventures with the Volkswagen Group and Toyota Motor Corp. in China.

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