During the recent 2019 SEMA Show in Las Vegas, we had a chance to talk to the President and CEO of Brembo North America, Dan Sandberg. While we chatted with Sandberg, he mentioned his podcast, Brembo Red, which recently hosted GM design chief Michael Simcoe. Among the topics of discussion on the podcast were things like a Simcoe’s prediction that the auto industry would eventually shift back to a sedan body style, in addition to the future of SUV and crossover styling, the progression towards larger and larger wheels, and modern electric-vehicle styling. Additionally, Simcoe talked about the current state of global vehicle design.
During the podcast, Sandberg asked the GM design chief if there were specific considerations for vehicle design that were dependent on the country or market, or, if instead there was merely a more general design scheme that worked across the board.
“I think that in the past there were differences in how the different studios, certainly in GM globally, handled design,” the GM design chief said. “But in the age of instant gratification, everyone sees – whether it’s a developing country or a developed country – everyone is seeing a vehicle launched at the same time, all within seconds, because it’s all on the net.”
The GM design chief continued by pointing out how the Internet is shaping customer tastes, namely with a shift towards more homogenous expectations, regardless of the market. “So in some ways, it’s flattened or leveled expectations, and in some ways, it gives a right for a developing market to have all the desires and wants of a developed country now,” Simcoe said. “I mean, why shouldn’t someone in a developing country want the same level of feature content?”
Simcoe went on to explain that while there are always certain tastes that are different when it comes to individual customers, including those within certain markets, there are other things that stay the same globally.
“Design is not quite ubiquitous, because there are still color and trim preferences, but essentially the desires of the customers are all the same,” Simcoe said.
What are some of your favorite examples of GM design? Let us know in the comments, and don’t forget to subscribe to GM Authority for around-the-clock GM news coverage.
Source: Brembo Red
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View Comments
Yes it has.
Does Simcoe sucks?
"..there are other things that stay the same globally." Such as four wheels, a cabin, a roof, a cargo area, and a power source, be it gasoline, Diesel, or electric.
In other words, we better accept watered down global styling and designs.
F GM.
Global design works because the web and other media are so global & cultural differences are eroding. Beautiful design doesn't need to be nationalistic. (Once upon a time we saw radically different regional tastes, Texan cowboy hats and NY formality but today this is gone).
There is nothing watered down about Trailblazer or the German built Regal or, taking it back, the 2008 Chevrolet Malibu that was also designed in Germany.
In today’s market it is rare an entire vehicle is built in or for one market anymore.
The expense of doing a model for each market is going away as it is just too expensive.
Now they can tailor the models with different interiors and trim but the hard points will remain. The a Chevy Colorado is a perfect example of styling to a market but still keeping th3 basics in place to control cost.
I am glad he thinks sedans will make a come back but to this point I just don’t see that in America or Europe. China will be the strong sedan market of the future and may be what keeps it alive.
I worry now how long will the coupes survive. As sales decline so do their chances of providing a business case. They all need to be at 100k units but that is thought.
I guess the global design factor is the answer as to why many of the GM vehicles look so terrible these days? Let's hope Simcoe's past experience as Director for GM Asian Design overseeing seeing some of the ugliest cars on this planet (Daewood, Suzuki, Isuzu) doesn't influence his (GM's) global designs too much. Unfortunately, we can already see some of it in the new ugly global Trailblazer (white roof, extremely busy and non-cohesive front end, bright silver plate by the tail pipes, etc.) and Tracker.
Explains why most of GM's newer designs are in the toilet for styling these days and also used as an excuse for bland cookie cutter designs.
So far, count me as unimpressed with his work. It's derivative, Asian, and generally dull.
I much prefer the old CTS designed under Wellburn to Simcoe's frumpy CT5 with its bewilderingly bad C-pillar.
The Trailblazer, shown above, could be anything sold anywhere which, I suppose is Simcoe's point but as I see it a good designer makes their products stand apart, be memorable, and stunning to observe. Instead of doing that, I am hearing excuses from Simcoe for the dullness.
IMHO, not exactly a visionary perspective when compared to His predecessors.
Like a Writer talking about how the "publishing business" has changed, as opposed to the quality of the writing / the reading experience of His / Her work.