In the early 1990s, he was hired by Mercedes-Benz to lead the automaker's first overseas design center. From 1990 to 1997, he helped design various Mercedes-Benz models, including the M, the M Concept, the S, the E, the C, the CL and the Maybach.

He joined the LA studio of DesignworksUSA in 2004 as the transportation design director and won recognition for his design of a private business jet, the Legacy 500, for Brazil's aviation company Embraer.

Now he leads an eight-member team in the Shanghai studio. Of them, six are designers, including him.

The team is made up of both international and local designers, providing local and global insights and experience to their wide range of projects.

As a profit center, DesignworksUSA provides design, research and strategy not only for its parent company, but also for external partners.

Magnus Aspegren, director of creative consulting at the Shanghai Studio, said that the studio creates "unique insights and solutions for both the BMW group and third party clients, whether for cars or beyond".

Aspegren has provided designs for business jets and brand images for more than 20 aviation companies across the world, and is currently leading their collaboration with Singapore Airlines.

Big plans for China

Aspegren said that real success for a company is not just measured in sales. It is also about sustainability through partnerships with clients, real quality and commitment to the future.

Long before entering Shanghai, DesignworksUSA was working on BMW projects, including the BMW X Series, the Z4 and the Rolls-Royce Phantom.

It also provided creative designs for clients in different fields, including Airbus, Boeing, NeilPryde, Microsoft and Siemens.

"DesignworksUSA has been very active in contextual research for the Chinese and Asian markets," said Steinle.

He listed examples of the studio's previous work for Asian clients. It designed computer and computer accessories for Taiwan's Thermaltake as well as high-performance bikes for NeilPryde in Hong Kong and a first-class seat and cabin design for Singapore Airlines that is set to debut in 2013.