Stefan Sielaff Appointed VP of Global Design, Geely
Stefan Sielaff, former Bentley design boss, has been named vice-president of global design at Geely Auto Group, confirming rumours that have been circulating since early this year. Mit 30 years of design experience, Sielaff joins Geely from Sweden. Prior to joining Bentley, he worked for Mercedes-Benz and Audi before heading to Group Lotus as senior vice-president of design in 2015.
The 59-year-old German car designer will oversee Geely’s portfolio of brands, including Geely Auto, Geometry, Lynk&Co and Zeekr. For Volvo and Polestar, he will not be responsible for design. The Bentley Bentayga and current-generation Audi A1 Sportback and Audi A7 Sportback models were designed by Sielaff in the past.
“We’re highly appreciative of Peter Horbury’s contribution and dedication to Geely over the past decade. Peter led one of the most creative global teams in the automotive industry and helped Geely to redefine its brand image globally. “We also warmly welcome Stefan Sielaff to the Geely family. We believe that his years of design experience will further enhance Geely Auto Group portfolio of brands with the ultimate goal of providing the best products to consumers.” says Zhejiang, president, Geely Holding Group.
Peter Horbury’s 2011 appointment as Executive Vice President of Design at Geely Auto Group saw him contribute to the company’s “Generation 3” (Geely 3.0) product line, which the Chinese company claims helped to revamp its brand internationally. In the past, Chinese automakers released models that appeared identical to those of foreign brands. Some manufacturers — such as Geely and BYD — have set up their own design studios, usually under the direction of international designers, as sales have risen.
Hangzhou-based Daimler and Volvo are owned by Geely, which has moved to sportier designs to boost car pricing. Changan’s sales soared this year as a result of its more modern designs, while Great Wall’s off-road sports utility vehicles are also selling well.