(Yicai Global) Sept. 12 -- Chery Automobile Co., trading as Chery and also known by the pinyin transcription of its Chinese name, Qirui, plans to open its first European design center in an effort to unveil a series of electric vehicles in Europe.

Berlin is on the shortlist of potential locations for the design center, James Hope, design director of Chery was quoted by JMedia as saying today. This is the second time Chery asks James Hope to establish a design center and expand its design capabilities.

The former General Motors and Ford executive was first hired in 2012 to set up Chery's research and development (R & D) center in Shanghai.

"I'm very excited to be tasked with setting up Chery R&D center in Europe. After setting up Shanghai, this is a new challenge," Hope told Automotive News Europe. Hope will play a key role in Chery's European plans to help establish Chery's global presence.