GM strives to make an emotional connection with consumers

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GM strives to make an emotional connection with consumers

Published: 15 June 2012

As GM Design celebrates its 85th birthday this month, the 1 900 men and women in GM’s 10 global design centres are focused on the future, united in their vision to entice consumers to fall in love and see vehicles as they do.

“Our global team is united around its passion for designing vehicles that make an emotional connection with customers,” said GM’s vice president of global design, Ed Welburn “What was true 85 years ago is still true today: A designer’s role is to create a beautifully executed exterior with great proportions to draw you in, and an interior environment that invites you into a relationship that develops and grows.”

Welburn and his global design team say their best work lies ahead. Tomorrow’s classic cars, he said, are on the sketchpads and computers of today’s designers. GM Design is at the forefront of an ongoing global product renaissance that will see 70 percent of the vehicle portfolio replaced within the next three years.

“Our global structure allows us to design more new vehicles and to dedicate more people using the latest technology and tools to bring them to market,” said Welburn. “The diversity of thought, experience, culture and perspective we foster here is unrivalled, and it fuels our creative process. Though we have multiple design centres, our mission is clear: Every new product we develop has to be a home run; each one has to be a great vehicle.”

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