GME Design
Ready for tomorrow
Design CentersDesign Centers
Warren, Michigan
Warren, Michigan
Los Angeles, California
Los Angeles, California
Coventry, EnglandCoventry, EnglandGöteborg,
SwedenGöteborg,
Sweden
Rüsselsheim, Germany
Rüsselsheim, Germany
Port Melbourne, Australia
Port Melbourne, Australia
Seoul, South Korea
Seoul, South Korea
Shanghai, ChinaShanghai, China
São Paulo, BrazilSão Paulo, Brazil
Warren AdvancedWarren Advanced
Trollhättan, Sweden
Trollhättan, Sweden
GM Design CentersGM Design Centers
11 design centers representing all regions
360 designers worldwide
480 clay and math modelers
11 design centers representing all regions
360 designers worldwide
480 clay and math modelers
GMEGME
Rüsselsheim, GME Production & Advanced studios
Rüsselsheim, GME Production & Advanced studios
Bryan NesbittBryan Nesbitt
Trollhättan, GME production studioTrollhättan, GME production studio
Göteborg, Saab Brand Center Göteborg, Saab Brand Center
What is Great Vehicle Design?
“Artistic expression that elicits an emotional connection”
Bob Lutz, GM Corp.
Appearance strategiesAppearance strategies
DAEWOO
1. Value for money
2. Proven Technology
3. Korean Origin
Historical DNA Uncompromised Product Enablers
CHEVROLET Heritage
• Confidence
• Reassurance
• Value for money
• Large powerful cars
• Global, with American
roots
1. Value for Money• Provide More for Less - a lot
of car for the price paid• Customer relevant features
2. Peace of Mind• Quality (Durability)• Proven technology that
delivers durable and dependable cars.
3. Expressive and Friendly Design
• Exciting yet accessible exterior design
• Surprising perceived quality interior for value brand
““Expressive Value”Expressive Value”
Core Essence: GENUINE / ICONIC APPEAL
Aspirational Mindset: NEIGHBORHOOD HERO MAN’S MAN, NO-NONSENSE INTEGRITY
Driving/Interaction: FROM A TO B WITH A SMILE RAW POWER, SCRAPP’N PASSION, ENDURING DURABILITY
Emotional Function: DEPENDABLE FRIEND TRIED and TRUE, MEMBER of the FAMILY
Aesthetic Message: EXPRESSIVE & FRIENDLY GENUINE, UNIVERSAL ATTRACTION, CLEAR / DIRECT, CASUAL FLAIR
1.Reliable, solid German / British brand for everyone
2.High everyday practicality
3. Accessible Sporty car variants
Historical DNA Uncompromised Product Enablers1. Bold, dynamic style• Expressive• Creative• Leading edge• Visually articulating ‘driving
performance’
2. Fresh versatility ideas and accessible innovations
• Bodystyle innovation• Practical packaging• Customer-focused and useful features• Ingenious features that surprise and delight• Innovative engineering quality & precision • Selected Powertrain innovation made
accessible
3. Driving excitement• Stimulate and encourage active driving • Fun-to-drive also at lower speeds • Combining agility with a reasonable level of
ride comfort• Responsive powertrains with low end torque,
good elasticity and widely usable rpm
“dynaverse”
Differentiated Brand Positioning Address Diverse Customer GroupsGME Brands - Brand Identities / Centre of Gravity
Upper Class
UpperMiddle Class
MiddleMiddle Class
LowerMiddle Class
Lower Class
SIGMA 2004
Social Status
"To preserve"Subjectivism" I - am – me"
Traditional Modern PostmodernStatus, Property, Self-indulgence
"To have, to consume and to indulge"Postmaterialism : „To be and to share“
Va
lue
Ori
en
tati
on
s
Upper ConservativeSegment
SocialClimberSegmentTraditional
MainstreamConventional
ModernMainstream
Socio-Critical
Segment
Counter Culture
Pragmatic Strivers
Upper LiberalSegment Postmodern
Segment
Traditional Blue Collar Segment
ProgressiveModern Mainstream
core
Different Faces of the Brand Grille Signatures
Scultptural surfacingScultptural surfacing
Bodyside Signature
1.Innovative & Independent
2.Aircraft heritage
3.Scandinavian origin
Historical DNA Uncompromised Product Enablers
Product Vision
2. Sporty - driver focused• Built around the driver• Chassis tuned for involved driving• Engine delivers effortless
acceleration through responsiveness and high elasticity
• Powerful and sporty sound• Aero model – the symbol of Saab
performance3.Emotional functionality• Surprising versatility within sporty
car concept & design
• Intelligent Saab brand features that provide practical benefits
• Solutions that surprise and delight
1.Progressive design• Progressive design that creates
sophisticated appeal(Upper Liberals)• Visually articulates Scandinavian
Origin and Aircraft Heritage • Distinctive elements that clearly identify a Saab
1.Progressive Design
2. Sporty / fun to drive
3. Emotional functionality
Two distinctive facts about Saab
Swedish origin
Aircraft engineering heritage
Progressive design• Progressive design that creates
sophisticated (upper liberal) appeal• Visually articulates Scandinavian Origin and
Aircraft Heritage • Distinctive elements that clearly identify a Saab
Differentiated Brand Positioning Address Diverse Customer GroupsGME Brands - Brand Identities / Centre of Gravity
Upper Class
UpperMiddle Class
MiddleMiddle Class
LowerMiddle Class
Lower Class
SIGMA 2004
Social Status
"To preserve"Subjectivism" I - am – me"
Traditional Modern PostmodernStatus, Property, Self-indulgence
"To have, to consume and to indulge"
Postmaterialism : „To be and to share“
Va
lue
Ori
en
tatio
ns
Upper ConservativeSegment
SocialClimberSegmentTraditional
MainstreamConventional
ModernMainstream
Socio-Critical
Segment
Counter Culture
Pragmatic Strivers
Upper LiberalSegment Postmodern
Segment
Traditional Blue Collar Segment
ProgressiveModern Mainstream
Historical DNA Uncompromised Product Enablers
2. Cadillac PerformanceA unique combination of sporty
performance(acceleration, handling, braking) and luxury
vehicle
ride & refinement (NVH) without trade-offs.
3. Purposeful Innovation: The leader (first-to-market or finding a better approach) in defining new segments, luxury features, product solutions, and customer amenities that deliver a ‘wow’ factor and enhance the overall driving experience
1.Dramatic PresenceBreak through designs with a commandingroad and visual presence. A bold designvocabulary with confident attitude. Cadillac designs set each vehicle apart as
the “boss” of its segment.
V16 Engine
‘Innovation’
‘Style’ + ‘Success ‘
Brand Input Brand Input
Art & Science: Cadillac visual strategy history
Evoq
Cien
Vison
Next Season of Visual Identity
CTS: Current vs NG
GME Europe‘s Strategy - Ready for Tomorrow
“Design is the fundamental soul of a manmade creation.”
Steve Jobs, Apple Computer, Inc.
“Design is the fundamental soul of a manmade creation.”
Steve Jobs, Apple Computer, Inc.
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