Elsa Zhang

Elsa Zhang considers herself lucky, being able to do what she loves and enjoys for a living. For her, CMF design is not just a job, but rather a passion. She believes CMF design is a creative search of balance between technical capacity and emotional resonances with end users. In her eyes, colours, textures, graphics, touches and smells – all possible design elements – are just like musical notes, melodies and beats. Her task is to compose them into music which touches the users’ hearts.

In China, CMF design is an emerging profession, which means designers can only acquire professional knowledge and skill through learning by doing. They need to observe consumer trends in other fields while closely paying attention to advancements of automotive industry. At the same time, they have to stay up to date with the newest material technologies while constantly broadening their creative design visions.

Elsa herself graduated from Donghua University with a bachelor’s degree in Textile & Fashion Design and a master’s degree in Art & Design. Following a career in CMF design at SVW and PSA Asia R&D Centre, Elsa joined GDC in 2017 as Director of CMF Design, with extensive experience in working with foreign OEM’s. Rooted in profound Chinese traditional culture and guided by Geely brand spirits and design DNA, she will continue contributing as part of the GDC creative team, committing to make Geely the most appealing benchmarking brand.