Get four of China's leading car designers into one room and the topic of conversation will quickly turn to 'copycat' design.

It's an image that has plauged China's domestic manufacturers for years - and isn't helped when high-profile cases, such as the Land Wind X7, make headlines.

Still, these designers are keen to move forward, although as Changan design boss Chen Zheng told the Global Automotive Forum today, some similar designs are inevitable. "We have a lot of copycats but we also have a lot of audacious designs," he said "Globally there are also disputes and arguments over similar designs. 

"The truth is that car designs are becoming more and more homogenous. The situation is chaotic."

Chaotic is an apt term to describe China's domestic market, where Western brands appear to out-perform the country's home manufacturers. "The winner will be the brand that can provide the best user experience," noted Zheng. "It used to be the case that the brand with the largest number of dealerships would sell the most cars.

"I believe that innovation is about breaking boundaries. You have to extend the boundaries. People want to stay inside their comfort zones as always, and change can bring fear.