During a recent interview with Motor Trend, newly minted General Motors Vice President of Global Design, Michael Simcoe, was asked how he sees each North American GM brand from a design perspective.
But, there was a catch. He could only describe each brand in five words or less. His thoughts are spelled out below.
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Chevrolet: American, innovative, forward-thinking, ubiquitous.
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GMC: Strength, power, precision, functionally right.
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Cadillac: Precise, on-trend, desirable, and American. There’s a theme here.
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Buick: Modern and sculptural. That’s probably it. Don’t need the five words.
We’ve heard a lot about Cadillac design, as the brand undergoes a transformation, with Cadillac brass consistently stating it must keep its distinct, American design virtue. But, it’s nice to hear what the man in charge of GM’s entire design portfolio thinks of the automaker’s additional brands.
That’s especially true since he will be the one overseeing how they grow and change in the foreseeable future.
Comments
I don’t see where GM design is keeping the “American” part in their designs.
GM cars are looking more & more foreign; more & more generic.
So him using that term is disingenuous.
The truth is all cars not just GM are going global so design is much less regional.
Larger markets will be what design reflects.
Uhhh… that’s not each GM brand. it’s only each GM brand operating in America. And it’s just some random buzzwords….
Meaningless buzz words for uncreative marketing!
I love Mark Adams but German “Precision Meets Sculptural blah blah Emotional Brand” is equally painful jargon.
All four brands are modern, precise, sculptural, and embracing of technology.
I just can’t wait to see what happens when Avenir price points match that of Cadillac insofar as how GM spins it.
The General can accommodate both a RWD luxury (aimed at BMW) brand and FWD/AWD luxury (aimed at Lexus) brand, however, TPTB will continue with this “premium” Olds-like silly talk.
I thought the death of Olds made Chevrolet value yet premium like Honda?
As far as Cadillac design goes, I truly hope Simcoe aligns with Mark Reuss on adhering to American design themes. Hopefully this also means Chinese design taste will have less of an impact on future Cadillacs than they did on the ATS and CT6. As we saw with the Escala exterior, further deviation from those design principles will result in a more derivative look.
Totally agree.
Agree that Cadillac should play up it’s American heritage. Be proud of the differences.
I think Chinese tastes are going to play a larger and larger role in the design, execution and production of Cadillac products.
As it stands the Chinese market is about 60000 units less than the American market. At the rate of growth for Cadillac in China they are about 2 years away from passing the US in volume (though not profitability) at current growth rates.
“Chevy Global and Following trends outside the Camaro/Corvette”
“GMC I agree.”
“Cadillac Its own design and American. Not mistaken for anything but.”
“Buick I agree”
This should be a quiz for potential buyers ;
Chevy – American , quality , forward thinking , appealing , risk takers
GMC – mobile , creative , expensive , low volumn , Denali cash
Cadillac – struggling , lost , out of touch , high TAP’s , uninformed
Buick – In touch , sexy , goal oriented , shining star , visionary
Just my $0.02 . It would be interesting to see others points of view . TGIF 🙂
What’s the question?
Well, I think from a European point of view, Cadillac, GMC and the Chevy trucks and SUV’s are looking very American.
Most Chevies (not the trucks and big SUV’s) are looking a little bit Asian to me what isn’t bad at all.
As Buick and Opel share the same design philosophy Buick looks European.
It’d be interesting to see how these descriptors would line up with those of a good CMO they haven’t gotten around to appointing. Or at least those of the brand heads –
ya the new sedans look vary asan with the sloping rooflines and coupe like profile…I don’t like em and I’d rather go with a CUV because they look Amarecan.