GM is celebrating its design, engineering, and manufacturing teams in a new two-minute video titled “Crafting the One”, with various scenes taken from the automaker’s development and production processes, all of which are set to “If I Can Dream” by Elvis Presley.
“At General Motors, our passion is creating vehicles people truly love. Every car, truck, and SUV we create is designed to excite, inspire, and fit a unique journey,” writes the automaker’s Global Chief Marketing Officer, Norm de Greve.
The video opens with the design phase, where we see designers working with digital pens to sketch out the latest vehicle concept. Next, we see the designs start to take shape in the real world as a series of life-sized clay models are created, including via machine and by hand. The interior design is also addressed, with sewing machines and stitching combined with various materials.
Next, we see the electronic and digital side of vehicle creation as company engineers work on the latest vehicle infotainment systems. Vehicle manufacturing is next, as we see bare metal rolling through the assembly line, machines whirring and whizzing to weld various components together.
Next, we see the GMC Hummer EV SUV getting a workout as it bounces on a machine to test its suspension, after which we’re back at the factory as new Hummer shells roll through and get some fresh paint. The shells are then fitted with various mechanical components.
The video starts to really roll as we see engineers working in a massive wind tunnel at the GM Technical Center in Michigan, where the C8 Corvette is seen slipping through the air. We also get a quick shot of the upcoming Cadillac F1 car.
The video coalesces as Elvis sings in the background, giving us a look at several other noteworthy General Motors products. Check out the full video for yourself right here:
Comments
GM unfortunately ceded their design leadership decades ago and while the facilities are the same and unquestionably talented people still go to work everyday in the landmark Saarinen-designed buildings, the work that emerges from within isn’t. The office that once was inhabited by Harley Earl and the incomparable Bill Mitchell will soon belong to Bryan Nesbit so hope springs eternal. Here’s to hoping GM can again lead the industry and a design renaissance can emerge from those hallowed halls in Warren.
Design a vehicle that you turn around to look at after you’ve just parked it.
ofcourse mypreference part is design… however video shows too much technology for boring vehicle to see results … do not know what happened to industry since a while
Even the awesomeness of the King can’t save this lame commercial.
GM is the Design Leader. If you look at companies like Toyota and Honda there tech is about 20 years behind GM. In fact Toyota does not even have a Real EV and constantly markets how bad they are and Honda uses GM platforms for there EV. So once again the comments here are from a Foreign Car company who is WAY behind.