The designer behind the Virgin Pendolino has been appointed as global creative director to Chinese train builder CSR Sifang.
Paul Priestman, one half of the British design group Priestmangoode, described the news as “a significant step for the industry in China”.
Although best known in the UK for the Virgin Pendolino and Mercury high-speed train concept, Priestmangoode has also established itself in China, working with CSR Sifang on high-speed train designs for the past five years.
To date, the partnership has produced the CRH 380A (pictured), the Very High Speed Test Train and the Cinova CHRH 6.
Following the announcement, Paul said: “That such a large company is publicly acknowledging the importance of design is a significant step for the industry in China. It recognises the value of design as intrinsic to the success of global companies today.”
Paul Priestman has been appointed Global Creative Director of CSR Sifang, which is good news for British designers. However I wonder whether he will be able to influence his fellow directors to give some lucrative sub-contract work to British firms? Somehow, I doubt that will ever happen.
Frankly, I’m not very impressed by Mr. Priestman’s designs. I wonder why the Chinese would bother hiring him when they probably have some very capable designers in house, judging by the rather excellent CRH380A.
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