BMW 7 Series Design – a bow to China
There was a time when car buyers in the Middle Kingdom preferred European design. The clear design language and the high recognition value of the vehicles were a pillar of success on which German brands built. However, that all seems to be light years ago. The trend has reversed. Whereas European cars used to be designed to be compatible with customers in the home markets, today it is the other way around. Chinese taste, or whatever you may think of it, counts. The Europeans, and their perhaps sensitive taste buds, no longer matter. This can be extremely dangerous for the brand and its identity.
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