After spending four years leading Buick design in China, Bryan Nesbitt was named to chief global designer for the brand, tasked with creating a fresh image for the brand.
Automotive News had the chance to sit down with the top designer to discuss how a decidedly American brand utilizes its spanning global roots to create a fresh look for Buick. Not surprisingly, China and Europe play essential pieces to design. Buick in China remains extremely successful, and the brand’s ties to Opel are becoming more aligned than ever.
Nesbitt explained how each region plays an important role saying the following:
We have a validation process where we’ll take themes and talk to customers in Western Europe, China and North America, typically the West Coast. We’ll sort of marry them together.
Everyone wants a good-looking vehicle and the most expressive entry. But then you get that variety, too. I like having Opel’s influence, for example, because it’s always a very serious road-machine persona because of what’s needed for high-speed driving in Western Europe. That variety, I think, helps us to create the best executions.
Another really intriguing portion be mentioned regarding the design process was the fact many of his Chinese designers don’t even own a car. In fact, they bus to work. He explains how that seemingly insignificant fact provides a truly fresh perspective on what a vehicle’s design should be, stemming from no preconceived notions of people who have been driving for years.
In the future, it certainly seems as if we will be seeing closer ties than ever from Buick, Opel and even Holden has each brand works in concert to revitalize their images.
Comments
BLAH BLAH BLAH…Until GM builds a Buick like the stunning Concept in the picture; I could care less.
If you could care less, then why don’t you? You’re saying you have some care left in you that you could give to Buick.
Buick still has a lot of things to come yet.
Opel, Holden and Buick will be small independently but globally will have a larger foot print than most. Along with this comes the difficulty of meeting the needs that fit each market and segment. I expect the next 5 years to be very interesting here as this division can do things Chevy can not do in lower volume or better quality.
GM will be able to do here what Pontiac had aspired to for years and offer a Euro based car that in this case will have a lot of Europe in it.
The White Space will bring us sporty hatches and maybe even a wagon at some point that could not be done just as an American car. True GT like AWD cars will be a trademark of this division too.
With the delays of making room for Buick by moving Cadillac up and the toss up at Opel and Holden it has slowed the transformation. We should see much from this point forward.
At least for now they appear in the right direction and we should see much more new product and see it more often.
“True GT like AWD cars will be a trademark of this division too.”
Grand tourers and rear-biased AWD should be a Cadillac specialty. Buick’s white space should include personal luxury coupes that are FWD-AWD.
That is what they will be.
Cadillac is dedicated to RWD AWD and Buick is more Audi like with FWD AWD. Coupes, Sedans and a few surprises.
This Buick-Opel hyperbrand may end up being more important in scale than Chevrolet with the decade as the Bowtie moves on to it’s SIAC co-developed platforms designed for the world’s emerging economies.
It will be the Astra/Verano and Insignia/Regal that compete against Accord for global volume.
It’s my hope that Opel/Buick expand globally into markets such as Brazil and Argentina to complete against a Fird determined to move upmarket.
I do wish that Mark Adams had been given full control both brands as he is nothing short of a visionary. Opel may loose money on PAPER but Adams’ designs have spurred Buick’s growth.
In the US, I realky hope that Buick creates a luxury grade portfolio that incorporates all the elements, ofthe corporate white space, of GM’s former brands. Encore screams Saturn. A sport coupe is needed to satisfy former Pontiac buyers. A wagon would due justice to Saab.
Buick has a bright future if managed well.
I read into Buick, Opel and….. “even Holden”… as being “Yeah, we’ll get together and put something together.. you blokes at Holden, here’s what you’re getting, don’t argue about, even if you don’t like it, that’s it just go sell it.
That is why I like the new Buick LaCrosse it has alot of the styling cues from the concept . And it won’t stop there you will see a bigger car based on the CT6’s chassis , a car that Buick will do well to build .
GM is car-phobic since the rise of the SUV. Aveair would be the ultimate flagship for both Buick and Opel, but will never be built.
LaCrosse isn’t that exciting. It does the job, don’t get me wrong, but even the new Malibu is a stronger design.
My hope is that Insignia/Regal is in every way a game changer and that a coupe is soon to follow.
Buick should be the American Audi and Chinese Lexus all in one but set at a lower price point.
Well never say never.
For one GM is not Car Phobic. GM today is profit motivated as SUV and CUV models are pure profit and outselling sedans today. He you have to go where the public is going.
As for the Avenir I give it a little more time. For one the CT6 is not even out yet so Buick in no way would indicate they are going to do a similar car till Cadillac gets their year of exposure with the Omega.
With Holden working on their own version of the Avenir that was sneaked into a Holden add a couple years ago I would not be shocked to see something in a year or so announced. Cadillac needs to leverage this platform and Buick is the prime player.
I think you will be surprised at just what all Buick will offer and what we will see in the coming few years. GM leaks so little anymore many underestimate what all is coming anymore. They are used to seeing models 5 years out as show cars and today we seldom see a mule till 18 to 12 months out.
Today you only see what GM wants you to see. seldom do new products get caught unguarded. Many of the spy photos are orchestrated with the photographers. I know one and he has been called and told to be places when they want things shown.
When it comes to White Space let your imagination open up in non Buick ways.
But the world loved the concept and the resulting model …the la crosse… Doesn’t match up. C’mon.
We have the current 2014 Australian version of the Malibu. I have to say.. God forgive me… that I really quite like it. It’s the 2.4 L850 engine. It goes nicely. Relatively economical, large enough for my family. So, I’d like to see the Malibu continue and the US version would be my choice. There you go.. I’ve said it now!