The DX7, the new SUV that Pininfarina has designed for its new Chinese client SEM-South East Motor, received many accolades from the Chinese and international press during the two press days of the Auto Shanghai 2015. Thanks to Pininfarina design, the DX7 had already won, in his first appearance at the Guangzhou Motor Show in 2014, the prize "The most awaited local brand SUV" attributed by 100 media and more than 50,000 visitors.

The project DX7 is based on a layout where general proportions are well balanced with the required size to a car of this segment. On this basis it was possible to develop a design with a strong character, dynamic lines and enhanced quality feeling.The side view highlights the presence of the hood and the fluidity of the roof with a dynamic inclination of the windshield and the rear window. Surfaces are very sculptural and muscular with wide convex areas that transmit a high sense of quality and emphasize the sense of strength in the wheelarches. The line starting from the front fender flows gently to the rear and wraps around the car. The one at the bottom of the doors, however, ligthens the side with perfectly controlled light reflections.The front grille and headlights are connected to emphasize the width of the car.

The lights are designed as three-dimensional elements. Rear lamps also are three-dimensional and they are embedded in the full volume of the body and integrated in a very wide and functional rear hatch. Sophisticated, comfortable and functional are the three words that can summarize the the interior design of the DX7. Sophisticated because of the fluid but sharp forms to emphasize the feeling of quality and technology, with careful use of different colors and materials to express a strong sense of quality. Comfortable and functional because of the great attention to details and to the ergonomical positioning of all the functions.The dashboard is splitted into two major elements with different color and material. The top part shows the typical opulence of that segment and has a three-dimensional aluminum insert that runs through the entire fascia connecting all visuals and functions (cluster, HMI , air vent).Sophisticated surfaces on the interior accentuate the perception of quality and their softness is balanced by crisp lines that highlight the character and solidity expected from the SUV segment.

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.

Together to build a strong brand identity

“The spirit of SEM is something that perfectly matches with Pininfarina’s DNA: we have in common a constant striving towards innovation and quality and the aim to create long-term relationships. With 85 years of history, Pininfarina is the key partner for SEM enabling them to create a new strong brand identity through high-value aesthetic projects like the DX7. Working together with the SEM team we created a bold design language, which is central to communicate the uniqueness of a vehicle that stands out from the competition.

The DX7 expresses all of Pininfarina know how and skills that are perfect for the Chinese market: styling research and development aimed at defining timeless beauty in the best tradition of Italian style. The Italian touch combined with SEM’s state-of-the-art technological innovation make the DX7 a project that is elegant, solid and forward-looking. It sets a new benchmark for the SUV segment and we are sure it will be successfully welcomed by the market”.

Silvio Pietro Angori,Pininfarina’s CEO


Pininfarina Automotive Engineering Shanghai

South East Motor Corporation LTD
QingkouTown,MinhouCounty,Fujian Prov.