Ed Welburn, General Motors’s global design chief, sat down with Ward’s Auto to talk about the future of GM design. Welburn says GM developed internal videos that showcase and explain each brand’s direction. The video for Cadillac reveals a powerful design statement for the brand that will debut with the next-generation CTS sedan. The team also is developing a decidedly European styling theme for Saturn, drawing it closer to Opel. Buick’s future design will be “very sophisticated” for the brand’s category, he says. Pontiac will feature a sporty, youthful and agile design that exudes “seductive performance,â€? he says. There also is a drive to differentiate the designs of Chevrolet and GMC trucks, with the latter focusing on “industrial precision.” As for Saab, whose new design language will be revealed with the Aero-X concept next month, “it will get a strong jet aircraft identification.”
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02/17, 11:47 AM
posted by:
NK
except that theres no future for GM
02/18, 4:52 AM
posted by:
Rene Curry
This sounds like a solid brand strategy and corporate strategy to me. The whole GM team needs to understand the vision. When the bean counters come out of the woodwork and want to cut or badge engineer the designer can pull out this video and ask if it is in keeping with the brand strategy. When the designer is asked to put a Pontiac grille on a mini-van they can whip out the video. When evaluating product approvals, whip out the video.
A powerful tool to stay on course I would say.
06/26, 9:24 PM
posted by:
Jamie
Just dropping by and saying hi, I really like your sites design keep up the good work.