Pininfarina was the first Italian design house to supply styling and engineering services to Chinese car manufacturers, and this was back in 1996. Since then, Pininfarina has extended its range of activities by developing partnerships with manufacturers such as AviChina (Hafei), Chery, Changfeng, Brilliance, BAIC, JAC and others, for which highly successful vehicles have been designed. The constant growth in the Chinese market led Pininfarina to open offices in Beijing back in the Nineties, followed in 2010 by the opening of Pininfarina Automotive Engineering (Shanghai) Co. Ltd., which enables Pininfarina to develop part of its design activities for Chinese OEMs close by and, in some cases, together with them so as to better respond to the growing demands of that market.
Cooperation between Pininfarina and SEM started in 2012. Under the background of international cooperation, South East Motor created the first heavyweight product, South East DX7, whose design is in line with the aesthetic and consumer demand in China. With DX7 as starting point, South East Motor will also carry out the brand differentiation strategy. In the future, South East Motor will work with Pininfarina to conduct more in-depth cooperation, and develop more excellent products for Chinese consumers with joint efforts. At present, Pininfarina and South East Motor are already working on the next generation of new models.