Very. We opened our Los Angeles studio in 1972, our Munich office in 2000 and set up our third space in Shanghai in 2006. These three locations of Designworks are all strategic picks.
California has such a strong car and innovation culture. It has always been a very important place to gain insights on customer desires and needs. China is becoming a very strong market for BMW, one which is essential to understand from the inside as well.
The headquarters in Los Angeles and our studio in Shanghai both play a vital role informing the BMW Group about trends in these markets. The Munich studio at the same time is tapping into European design culture and serves as a strategic bridge to BMW in our global network. All three studios together give us a very broad perspective.