Making Design the Priority; Once Again

[ChevroletRevived]

Making Design The Priority; Once Again

An GMI Editorial by ChevroletRevived
May 04, 2006
www.gminsidenews.com





''I'm looking for a car for my daughter''. ''Oh, that's nice...what kind are you looking into?''. ''Well, I'd like to get her into a Toyota or Honda, but I'll probably end up getting her a generic car like that one over there'', his finger pointing towards a white 2002 Chevrolet Malibu. Those words struck me as I looked over at the car. Indeed, it was a generic, run of the mill sedan. There is an image in the mind of the public of Chevrolet (and indeed GM) as almost like a generic version of a pharmaceutical drug. The darling of the American public, people at large view Toyota, Honda, etc as the ''brand names'', quality cars that are not a dime a dozen, the ''newest thing''. They are the ''it'' car of their price range, almost like the brands Douney and Bourke, only on a lower level in the automotive world. Misguided as it may be, welcome to the view of the general public. Obviously, something needs to change in order to break the perception and establish a distinct brand identifiers for each of the divisions in GM's brand hierarchy. Enjoy!





Designers at GM have been working overtime as of late to inject distinctive styling into the General's mainstream offerings. Take for instance, the 2007 Saturn Aura. While the real fruits of their efforts are yet to be seen, there's no denying that considerable progress has been made in the design/engineering front. Love it or loathe it, the bolder, more recognizable Malibu is a far cry from the blandness of the previous generation cars. Bringing in Bob Lutz as ''car czar'' was one of the best decisions Wagoner and Co. could have done to help speed along GM's turnaround efforts. No doubt, his hands have already been on a number of products that have succeeded in a very big way, and he's just started to break through GM's rigid beauacracy. An great example of what's been done is the the 2006 Chevy HHR. Criticized by the automotive press at debut for being a ''PT Cruiser Look Alike'', the HHR has been a suprise hit for Chevy. It's got the right combination of stylishly distinctive looks, great interior and affordable pricing. Who was the champion of that car? Who said that it would succeed and do well in the face of media disdain? Yet another example of great business planning and excellent product to back it up is the incredible success of the Kappa platform mates. Already sold out for the 2006 model year (along with Corvette ), the Solstice's unabashedly American styling and the Sky's restrained Euro look have struck a chord with the American buying public. Notice a pattern developing? When GM focuses on producing something with high style and high value, it is met with success. I have a feeling that there is a lot more where that came from.






Remember; these are just the first generation of a design and engineering turnaround from within GM. While the Malibu's styling certainly is distinctive, beauty/retro elements aren't there. A chink in the armor of the Japanese automakers is their lack of soul and distinctive design. If GM can succeed in providing the same quality/reliability as the Asians (which has been done) in a package that entices and intrigues buyers, GM will have found the recipe for success. GM knows this, and what's under the wraps is where GM's real turnaround is going to stem from. Work is under way on the replacements for the Malibu and Impala sedans. Rumor has it that both of these vehicles are moving forward with a bold, retro inspired (key word there) design. Their has been an enthusiastic reception from the media in previews of these vehicles. Of particular interest is the next generation 2009 Impala, set to debut in 2008. Rumor has it that the next Impala will be based on the RWD platform Zeta/Zeta-Lite, with styling mimicking the classic 1966 Impala. If all goes well, the 2009 Impala will be a perception shatterer. People will want it because of it's style, and come to realize it's quality and reliability through ownership. The much awaited retro Camaro is under development by GM's Holden subsidiary in Australia, where the designer of the hit Camaro concept has been sent. The reborn Camaro is an almost guaranteed success for Chevrolet, due to the fact that it shows distinctive cues from previous Camaros in a whole new way. More vehicles like this, not plain "me too" vanilla cars will have buyers flocking into showrooms by the bucket load.





No doubt; good things are happening at General Motors. Excellent products are coming out , and the turnaround is finally kicking in.. But, what more can be done on the product front? Right now, the Buick brand has so much potential that, in my opinion, has yet gone untapped. No one need look further than the Buick Lucurne, which is selling well at 91% retail. While that car has an excellent interior and stylish exterior, it still is motivated on the base end by the 3800 pushrod/4-Speed combination. The success of the Lucurne is a real telltale to the potential that lies within the Buick brand. However, the car I want to focus on here is the Enclave. The Enclave is a real ''want'' car from me. I believe that GM is undertaking a transformation from not only making vehicles that I will buy because 1. I'm Patriotic, 2. They're good cars and 3. I love GM, but because their styling engages and captivates me in a big way. A car that makes be go ''Wow, that's amazingly beautiful!'' not ''That's a nice looking car''. The Enclave does this for me. Why? Because I feel it has succeeded in integrating several key points into it's design that I feel are necessary for future Buick cars. 1. It has key Buick elements from the past, 2. It looks distinctly American; (you won't mistake the Enclave for a foreign car on the outside), 3. The styling combines all of the aforementioned points in a stunningly modern way, and 4. The interior quality and attention to detail are phenomenal, and raise the bar for it's segment. If people can get the same quality and reliability as going elsewhere, in a styling package that they love, which car will they purchase? The RX, or the Enclave? Buick has this potential, and I believe that the basis for all future Buick designs should stem from the incredible styling of the Enclave. The sleek, flowing body sides, modern portholes and stunning headlight design should all be incorporated into the next generation LaCrosse, Lucurne and the upcoming Buick Statesmen sedan. The Lucurne is a great car, but how much better could Buick do if it put the same style and attention to detail that went into the Enclave in the next generation LaCrosse? Rumors are swirling of a Buick convertible based on Epsilon and using the retractable hardtop developed for the Pontiac G6 Convertible. While this car could be based on a variety of different platforms, including Sigma, Zeta and Zeta-Lite, an Epsilon based retractable hard top could be just the quick fix Buick needs to get customers attention and jump start the turnaround at Buick. If the new hardtop Velite can offer a world-class interior and exterior styling reminsent of the Enclave, I won't be the only one on that waiting list.

[PontiacBixler]

Doesn't Lutz look like he's describing a bar fight he was in back in 1954?

[lightbrotha2004]

Great article. I agree on every front. I just don't feel another Epsilon hard top convertible is the exact answer unless they manipulate that chassis enough to make it "Buick Sized" i know that sounds weird but something between the LaCrosse and Luceren. I hope if they bring it out on the Zeta platform to do battle with the Chrysler 300C Helios. But where is the picture you allude to about the Impala or were you making a reference to the retro inspired design of the Camaro.

[Mikkoo]

An excellent read, with completely valid comments. I'm looking forward to the next gen Impala and Malibu. They hopefully will be an end to the bland
and generic current offerings.

[rdj92807]

You have to wonder, at HOW could any set of car designers could come up with that ugly, ugly front end on the Malibu. A child of 5 with crayons could do a better job.

Over the years, GM just really comes up with some losers. Like the Caprices in the mid-1990s, etc.

I just don't get how these designs get approval.........

[New_Mexico_Sunset_on_Rt66]

I'm sorry, but I'll have to disagree on a couple points. You mention that the Malibu was viewed as being the "vanilla" choice between it, the Camry and Accord. I would have to disagree. I view the Camry and Accord as being the definition of "vanilla". They're a "safe" purchase. If you want a "vanilla", 'blend in with everyone else" sedan, then buy a Camry or Accord.

I do agree that GM right now is leading in design and style, as we have just seen with the new Saturns, the Enclave, Solstice/Sky, Camaro, HHR, uh, the list just continues to grow...

Originally Posted by ChevroletRevived

the Solstice's unabashedly American styling and

I'm sorry but the Solstice is "unabashedly British". Except maybe from the C-pillar back, that is very American, and very muscular. A design cue which I see in the Camaro concept, and Sky.

Originally Posted by ChevroletRevived

(you won't mistake the Enclave for a foreign car on the outside),

Again, I'm sorry, but I do see some Asian infuences, especially in the front end, and headlamps. I do like it's roofline, however. I hope the Acadia keeps that swooping roofline. I think the Nomad is finding some homes on some other products, especially that roofline. But the Enclave is dang near "spot on'. Excellent materials.

Well written piece. I've got a similar piece that I am working on. It's in Word now. Haven't worked on it in a while, but I'll try and get it posted.

Well written piece, thanks.

[norway12]

The current Malibu's front is really horrible.. I just don't understand how anyone could have designed it, and was satisfied with their work. Even the previous generation looks ten times better. At least it has a clean shape and front, in stead of having those ugly creases eveywhere. I hope the Malibu gets an exterior and interior restyling for the 2008 MY, as well as the G6, which needs a new interior. Isn't the next Malibu coming in 2009 or 2010? It can't continue as is for 3 or 4 years, that would be a disaster!

[ponchoman49]

Quote:''I'm looking for a car for my daughter''. ''Oh, that's nice...what kind are you looking into?''. ''Well, I'd like to get her into a Toyota or Honda, but I'll probably end up getting her a generic car like that one over there'', his finger pointing towards a white 2002 Chevrolet Malibu. Those words struck me as I looked over at the car. Indeed, it was a generic, run of the mill sedan. There is an image in the mind of the public of Chevrolet (and indeed GM) as almost like a generic version of a pharmaceutical drug. The darling of the American public, people at large view Toyota, Honda, etc as the ''brand names'', quality cars that are not a dime a dozen, the ''newest thing''. They are the ''it'' car of their price range, almost like the brands Douney and Bourke, only on a lower level in the automotive world.


Like Toyota and Honda make ungeneric looking cars! Give me a break. At least I don't confuse the new Malibu for a dull Asian car when it's coming down the road towards me. Toyota makes nothing even remotely like the Max. A Monte Carlo is instantly recognizable. The little Cobalt SS is very distinctive as a Chevy. The Equinox is far better looking than any Honda crossover or Toyotas RAV4. People need to get off the LSD and realise there are other choices besides their old standbyes!

[ponchoman49]

Originally Posted by norway12

The current Malibu's front is really horrible.. I just don't understand how anyone could have designed it, and was satisfied with their work. Even the previous generation looks ten times better. At least it has a clean shape and front, in stead of having those ugly creases eveywhere. I hope the Malibu gets an exterior and interior restyling for the 2008 MY, as well as the G6, which needs a new interior. Isn't the next Malibu coming in 2009 or 2010? It can't continue as is for 3 or 4 years, that would be a disaster!

Odd, most people thought the new 06 style front end was a big improvement over the 04-05 versions. Now the 07 Camry, that has a really horrible looking front end. Can you say Miss Piggy meets melted bars of chocolate!

[nsap]

With the combination of GM's Design and Engineering departments, products are going to turn out much more based on design, rather than cost-cutting engineering. We can all thank Lutz for that improvement.

I think we'll see design ruling most future products, becoming quite evident with the 2008 CTS.

[CADILLACSIXTEEN]

Isnt Lutz up there in age????

What is GM to do if God for bid he dies...

Will that paralyze GM of making good looking cars?

Becuase it seems like he is the only person there who knows how to design a car that people want.

[New_Mexico_Sunset_on_Rt66]

Originally Posted by norway12

The current Malibu's front is really horrible.. I just don't understand how anyone could have designed it, and was satisfied with their work. Even the previous generation looks ten times better. At least it has a clean shape and front, in stead of having those ugly creases eveywhere. I hope the Malibu gets an exterior and interior restyling for the 2008 MY, as well as the G6, which needs a new interior. Isn't the next Malibu coming in 2009 or 2010? It can't continue as is for 3 or 4 years, that would be a disaster!

"design by committee"

[FISH]

Just thought I'd let you know.

The Camaro should go into production as close to the Concept as possible, thanks to Holden.

A good example is the Vt Coupe Show car.

This car was front page news in aus for weeks.
The dealers were swamped with calls asking when was the Monaro ready.
Finally Holden agreed to build it.


And 22 months later we had this.


The nose was change to meet Holden's new look, But other wise it was unchanged.

[tgagneguam]

Originally Posted by CADILLACSIXTEEN

Isnt Lutz up there in age????

What is GM to do if God for bid he dies...

Will that paralyze GM of making good looking cars?

Becuase it seems like he is the only person there who knows how to design a car that people want.

This would be the perfect reason why no company should place too much emphasis on having a "character leader" like Lutz. Besides, if he is the leader that he's drummed up to be, he would have been simultaneously grooming several replacements while he tended to the task of fixing GM's design studios. Management seems to work best when it has several layers of talent, not just one man that's charged with turning around a near $200 billion corporation.

[steverino]

Originally Posted by CADILLACSIXTEEN

Isnt Lutz up there in age????

What is GM to do if God for bid he dies...

Will that paralyze GM of making good looking cars?

Becuase it seems like he is the only person there who knows how to design a car that people want.

Have him stuffed and prop him up behind his desk with his sunglasses on. Just like in "Weekend at Bernies"

I can just picture Wagoner sitting across from him carrying on a conversation