East-West: marketing and passion

The relationship between the East and the West has changed many times over the centuries: the differences in culture has influenced tastes and reference models. With the automobile, European design has been and represents a constant reference for Japanese manufacturers, just remember Giugiaro, who designed the Pony, the first mass-produced Hyundai, or Pininfarina, whose HP-X project developed for Honda gave birth to the NSX. Soon western charm was joined by marketing which led brands such as Kia, Hyundai, Mazda, Honda and Nissan to open design centres in Europe and the United States.