A Chinese Car Brand Says It Hired A Top Ferrari Designer. Ferrari Wants A Name

Chery Automobile's electric vehicle brand, Luxeed, announced on March 14, 2024, that it had hired a former chief designer from Ferrari. However, Ferrari's China PR boss, who goes by the handle "Ferrari_China_PR" on Weibo, publicly questioned Luxeed's claim on March 15, 2024, asking for the designer's name. This public challenge suggests a potential dispute over the designer's identity and their previous affiliation. Luxeed, a joint venture between Chery and Huawei, aims to compete in the premium EV market, and the hiring of a designer with a background at a prestigious automotive brand like Ferrari would be a significant marketing coup. Ferrari's swift response indicates the company's vigilance in protecting its brand image and intellectual property, particularly concerning its design talent. The situation highlights the competitive landscape of the automotive industry, where talent acquisition and brand reputation are critical factors for success, especially in the rapidly growing electric vehicle sector.