Chrysler designer wants to bring romance back to autos

[nadepalma]

Source: http://news.yahoo.com/news?tmpl=stor...n_050811201315

Chrysler designer wants to bring romance back to autos


Chrysler designer wants to bring romance back to autos

AUBURN HILLS, United States (AFP) - Chrysler's hot new designer, Ralph Gilles, is on a mission to bring the romance back to the auto industry.

With his movie star good looks, Gilles has become the public face of Chrysler's sexy new sedan, the 300, that is taking the US market by storm.

He has appeared in ads, at auto and award shows and in countless interviews. Dubbed the "Bling King" by Time magazine, Gilles has appeared in a GQ magazine photo spread and graced the cover of Black Enterprise.

The fuss does not suit Gilles's understated Canadian sensibilities. He seems almost embarrassed by it, though quick to admit it's been good for the company.

But his marbled green eyes shine when he talks about the ability of good design to get people excited about ordinary objects.

"It can be a simple thing like home furnishing and fixtures," he explained as he leaned across a paper-strewn desk in his Auburn Hills, Michigan office.

"All it does is deliver water to your cup. The reason someone says 'it's a nice faucet, man' is because someone took the time to sweat it."

Sweating it is exactly what Gilles and his design team did with the 300. Most cars take three years to make it from the sketch pad to the assembly line. The basic style can be traced to the 1998 Chronos concept car but the 300 didn't make it to the market until 2004.

The wait was worth it.

Hailed as a "Baby Bentley" the aggressive, athletic stance of the powerful sedan made it a must have in the trendsetting hip hop crowd while its classic lines made it a hit with middle aged men.

Named Motor Trend magazine's Car of the Year, the award-winning 300 also helped to revitalize a brand that had become a tired and confused carmaker after its 1998 merger with Daimler-Benz AG.

"It's not only generating sales for itself, but it's having a flagship effect of getting people into dealerships," said auto analyst Jeff Brodoski of J.D. Powers and Associates. "It's done wonders for the car side in terms of sales and it's done wonders for the group as a whole."

The strength of the 300 is that it can be targeted at many different kinds of buyers, a powerful plus in the highly fragmented auto market, according to experts.

"The trick (is) how do you do a unique, huge volume product," Gilles said. "You want someone to feel they built that car just for me because it anticipates their needs so well."

Chrysler has a history of innovative design. Gilles was drawn to the company by the Dodge Viper roadster and stayed because the atmosphere encouraged risk-taking.

The goal is to bring tension to design. To create trends rather than follow them. To craft with confidence and rely on timeless styling.

"A car can be an appliance or it can be an escape," Gilles said. "That's the underlying mission of a designer -- to get the romance back."

[prototype66]

An insirational story,is'nt it BOB.

[Whirling_Dervish]

Originally Posted by prototype66

An insirational story,is'nt it BOB.

HAHAHAHAHHAAHHAA.....LOL....

[New_Mexico_Sunset_on_Rt66]

YESSSS! That in part is what the Prowler, PT, 300C, SSR, HHR and Solstice are all about. The BelAir and Nomad also share a lil' bit of that.

It's called "design". And I like it.

Go back to some of the designs from the 1930's, 40's and 50's and bring those back, incorporated with modern manufacturing techniques and contemporary materials. Maybe not full on "retro" perhaps, but more a subtle line here, or a subtle line there.

[Dynamo]

Wow, that guy's amazing because he saw a Bentley in a rap video and dumbed it down for Hemi lovers.

If you want romance in cars then sticks shifts, and safety belts, buckets seats have all got to go because when I'm driving in my car it makes my baby seem so far.

[johnny smallblock]

Originally Posted by Dynamo

Wow, that guy's amazing because he saw a Bentley in a rap video and dumbed it down for Hemi lovers.

If you want romance in cars then sticks shifts, and safety belts, buckets seats have all got to go because when I'm driving in my car it makes my baby seem so far.

What? Dude, the 300 is awesome. This guy deserves a lot of credit for bringing back the Chrylser brand, rwd, and high hp/tq all in one go.

[megeebee]

Actualy, the 300 has alot in common with the Cadillac CTS, with the exception of the front end of course. Park 'em side by side sometime and you'll see what I mean.

[stevecmh]

In order to truly bring romance back to cars, you need much bigger backseats. If you know what I mean.

[asim]

Originally Posted by prototype66

An insirational story,is'nt it BOB.

Hahaha , i love the 300C.

[T-Type]

Originally Posted by prototype66

An insirational story,is'nt it BOB.

I don't get it. Who's Bob?

[moman]

I think this is a joke. Chrysler has been trying this DRIVE=LOVE thing for years, but at the end of the day, price is what sells cars.

Sorry folks but I think we're moving away from a time when people were defined by the cars they drove. Price is king and the automakers "employee discount" sales numbers prove that to be true.

[KingElvis]

300C is a high profit car, granted. But the truth is that they make the bread on cars like the Impala, which outsold the 300 by something like 50,000 units in a comparable period. Honda Accord's gotta be the most "appliance" like car on the road, yet it brings home the bacon, not the S2000 sports car.

If this were really "news" we'd be hearing how Chrysler doesn't even compete in the Camry/Accord arena, as its Cirrus is barely considered an also-ran in its class.

While we praise stuff like the CTS V, the truth is that the "archaic" Deville/DTS is by far the biggest seller at Cadillac, and they make a bundle on every one they sell.

This article is pure fluff. Is any of this really "news" in any way? The car's been out for a good year. Chrysler should thank Giles for getting them the most fawning praise and free PR since Iacocca.

[mrmonte]

This guy should have a job running all the big three he seems to be the only one who gets it. Style sells cars and not to many have style anymore.

[mk1700]

Design is everything!

[parakleets]

Where does it say that Ralph Gilles was inspired by a "rap video"???? Are we making assumptions, based on the race of this talented designer????? Clearly, it states the genesis of the design as being the Chronos concept. Is your "GM-bias" so blinding that you cannot even give credit to another American (well 1/2 American) car company, for a job well-done? The 300/Magnum/Charger is the anti-Accord/Camry! That is what everyone on this site seems to want, right? The LX cars are RWD, and powered by kick-arse V8 engine. so what's the problem? Not to slam GM or its fans, but we really cannot throw stones at Chrysler until Chevy and Pontiac are selling competetive or superior cars to the LX trio. V8 powered, FWD Impalas and Grand Prix, while an improvement on an old platform, are not the answer.

Originally Posted by Dynamo

Wow, that guy's amazing because he saw a Bentley in a rap video and dumbed it down for Hemi lovers.

If you want romance in cars then sticks shifts, and safety belts, buckets seats have all got to go because when I'm driving in my car it makes my baby seem so far.