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ASIAN REPORT
Konzepthaus Design Study
Konzepthaus Design Study (KDS)
The goal of the KDS is to create the most comprehensive, empirical overview of mobility design departments. The results are aimed to support OEMs
and suppliers alike to prepare their departments for the challenges of the coming years.
Employment Statistics & Development
The KDS #1 focuses on the research field of “Employment Statistics & Development” and is divided into four chapters – salary, creative work and
personal training. The data was collected in a three-week period via an anonymous online survey and can be regarded as representative and
resilient, because more than 84 persons participated. In the following, the key findings are highlighted and have been evaluated by the experts
at KIC. The focus of the report is on Asia (China, Japan and South Korea).
Facts & Figures
18 - 24 4.65% Junior 16.28%
86
Age range 25 - 34 Senior 29.07%
37.21%
Gender
Levels
91.4% male
35 - 44 34.88% Manager 25.58%
Participants 45 - 54 13.95% Senior Manager 20.93%
8.6% female Over 55 9.31% VP & SVP 8.14%
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Copyright © 2021 by Konzepthaus Consulting GmbH, All rights reserved.
Asian average annual salary incl. bonus*
Design department Full time employee and temporary employment Automotive manufacturer Working in China, Japan & South Korea
659.281 $
302.224 $
190.272 $
72.989 $ 98.565 $
52.762 $
Junior/Specialist Senior/ Manager/ Senior Manager/ Vice President Senior Vice President
Senior Specialist Team Leader/ Department Leader/ (Head of Design/ (Head of Group Design)
Expert Senior Expert Head of Exterior/
Head of Interior)
„Within the Asian market, design is certainly a reputable profession and rewarded as such, through salary. The significant increase from
Manager to Senior Manager can be explained by a larger number of expats or foreign staff holding these levels. However, overall salaries are
very similar to their counterparts in the European or North American markets.“
Martin Groschwald
(Managing Director)
* Currencies were converted into USD on the date February 22nd, 2021 3
Copyright © 2021 by Konzepthaus Consulting GmbH, All rights reserved.
Average salary increase when reaching the next hiring level
Design department Full time employee and temporary employment Automotive manufacturer Working in China, Japan & South Korea
+ 58.84%
+ 93.04%
+ 35.04%
+ 38.34%
Junior/Specialist Senior/ Manager/ Senior Manager/ Vice President
Senior Specialist Team Leader/ Department Leader/ (Head of Design/
Expert Senior Expert Head of Exterior/
Head of Interior)
„What jumps out at you on this chart, is the massive jump from Manager/Team Leader to Senior Manager/Department Leader. This can be
explained with two general observations. The Asian market, in particular China, often uses the term manager for job descriptions, even at
lower levels but doesn’t represent the same supervisory role as in Europe or North America. On the Senior Manager level, we have observed a
Martin Groschwald strong increase in non-local staff being hired to support design operations. This requires larger salaries to incentivise relocation.“
(Managing Director)
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Copyright © 2021 by Konzepthaus Consulting GmbH, All rights reserved.
Salary comparison between car manufacturers
Design department Full time employee and temporary employment Automotive manufacturer Working in China, Japan & South Korea
Start up car manufacturers (founded after 2010) pay
0.84%
higher salaries than established manufacturers
„I am very certain that if we surveyed people 5 years ago, this number would have been very different. The gap between start-ups and
established companies would have been closer to 20-25%. However, due to large growth in the Asian design market over the past 5 years,
established companies have had to address this gap to attract their share of the best talent. A concentration in the locations of studios such as
Martin Groschwald Shanghai, Tokyo and Seoul have also caused an increase in competition that leads to a smaller gap.“
(Managing Director)
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Copyright © 2021 by Konzepthaus Consulting GmbH, All rights reserved.
Gender distribution
Design department Full time employee and temporary employment Automotive manufacturer Working in China, Japan & South Korea
Gender distribution on the level without leadership responsibility*
13.74% 86.26%
Gender distribution on the first and second management level**
2.56% 97,44%
* Junior & Specialist
** Manager, Team Lead, Senior Manager
„Our analysis points to a very low representation of women within design departments for the Asian automotive industry, 8%. All respondents
either held roles without leadership responsibility or lower levels of management. No respondents were employed in middle or senior
management roles. These results are considered valid when compared with other industry benchmark reports showing the average proportion
of women in the automotive industry at 13.8%. With such low representation, a true comparison of salaries by gender was not feasible. This all
Florian Teufel points to the pressing topic of how to get better gender representation within design departments on a global basis. “
(Associate)
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Copyright © 2021 by Konzepthaus Consulting GmbH, All rights reserved.
Percentage of time spent on administrative vs creative work
Design department Full time employee and temporary employment Automotive manufacturer Working in China, Japan & South Korea
35.0% administrative 35.7% administrative 40.9% administrative
65.0% creative 64.3% creative 59.1% creative
No leadership responsibility Lower and middle management Top management
(Junior/Specialist/ (Manager/Team Leader/Expert/ (Head of Design/ Head of Exterior/
Senior/Senior Specialist) Senior Manager/Department Leader/ Head of Interior/Head of Group Design)
Senior Expert)
„The result is one of the biggest deviations from US and Europe. In Asia even high managers have to invest most of their time to be actively
involved in the daily creative process. For some it seems to be difficult to delegate this work to their first-line managers, some are obliged by
their superiors to contribute personally to the design.
Oliver Vogt So what happens to all the others tasks, like managing the own direct reports or representing design to internal and external stakeholders?“
(Partner)
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Copyright © 2021 by Konzepthaus Consulting GmbH, All rights reserved.
Average annual training budget*
Design department Full time employee and temporary employment Automotive manufacturer Working in China, Japan & South Korea
4.657 $
1.437 $
923 $
309 $
Junior/Specialist Senior/ Manager/ Senior Manager/
Senior Specialist Team Leader/ Department Leader/
Expert Senior Expert
„We can see a typical exponential growth of training budgets over the management levels. However Asian OEMs spend a little less to upskill
their teams as in other regions. One reason might be that teams are in average a bit younger and managers might not see such a high need to
train their people.“
Oliver Vogt
(Partner)
* Currencies were converted into USD on the date February 22nd, 2021 8
Copyright © 2021 by Konzepthaus Consulting GmbH, All rights reserved.
Annual available training days
Design department Full time employee and temporary employment Automotive manufacturer Working in China, Japan & South Korea
0 days ≤2 days ≤4 days ≤6 days >6 days
48.3% 15.0% 7.5% 6.6% 22.6%
„Almost half of all participants in this study do not receive any training. It is a shame that some companies are not willing to invest in their
staff. Designers that receive training are not only more productive, resulting in better economic output, but they are also more satisfied with
their employer. From a management perspective, it is a smart move to offer training in place of a pay rise if currently not possible.“
Oliver Vogt
(Partner)
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Copyright © 2021 by Konzepthaus Consulting GmbH, All rights reserved.Use of 3D software tools (Alias, Blender, Maya)
Design department Full time employee and temporary employment Automotive manufacturer Advanced Design, Interior, Exterior, Colour & Trim
Alias
Would like
I use I do not use
69.6% 17.4% to learn 13.0%
Blender
Would like
I use I do not use
11.8% 49.2% to learn 39.0%
Maya
Would like
I use I do not use
19.3% 56.1% to learn 24.6%
„Our report shows that traditional tools such as Alias are still common, ignoring newer tools or processes, such as poly-modelling which can
help digitalize work processes and future-proof design departments. However, there is a growing awareness and a keen desire to upskill to
newer 3D applications like Blender and Maya, which are currently at very low levels of adoption.
I predict a strong transitioning point towards digitalisation, versatility and diversity, with enormous upskilling potential, not only for a cost-
Asaf Yaacobi saving workflow using digital tools but also, faster data communication and multi-users team-based processes.”
(Academy Director)
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Copyright © 2021 by Konzepthaus Consulting GmbH, All rights reserved.The Konzepthaus Design Study in 2021
Leadership & Organisation Digitalisation & Design
(April 2021) (July 2021)
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Copyright © 2021 by Konzepthaus Consulting GmbH, All rights reserved.Your KDS Team
Martin Groschwald Oliver Vogt
Managing Director Partner
+49 176 700 500 92 +49 179 50 66 849
martin@konzepthaus-consulting.com oliver@konzepthaus-ic.com
LinkedIn LinkedIn
Asaf Yaacobi Florian Teufel
Academy Director Associate
+49 89 1250 190 13 +49 170 789 60 71
asaf@konzepthaus-ic.com florian@konzepthaus-ic.com
LinkedIn LinkedIn
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