PEMP – APD2508

Car Design Principles

A Case Study of General Motors in Design

Module Leader
Prof. C. Gopinath
HOD
Dept. of Design
Prof. C. Gopinath

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Session Objectives
– At the end of this session the delegate would have
understood
• Importance of The Art and Color
• Difference between use of “fins” and “egg-crate”
grilles
• Implications of the gestalt rules for product
styling
• Human factors in engineering
• 3-D computer models
• Digital design
• Concept to Reality
• Current Auto Show Vehicles

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Session Topics
1. The Art and Color
2. Automotive styling
3. Human factors engineering
4. 3-D computer models
5. Digital design
6. Concept to Reality
7. Auto Show Vehicles

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The Art and Color Section
• 1927 the GM Executive Committee establishes the Art and
Color Section. Studio operations are lead by Harley Earl. It
is the first department of its kind
• From the beginning, Earl uses modeling clay to shape his
design ideas. The Art and Color section initially applies
color and trim features to bodies already designed by GM’s
Fisher body division

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The Art and Color Section

1938 Buick LeSabre 1938 Buick Y-Job

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The Art and Color Section
• 1930 early attempts to create pleasing designs runs into
engineering problems.
• Engineers are integrated into the creative staff of the Art and
Colour Section.
• The most talented and prolific design team ever assembled is
recruited and developed.
• Cadillac Madame X V-16 bring the best of custom car
styling to production vehicles and introduces GM to the
luxury car business.

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The Art and Color Section
• 1940 as the United States is drawn into World War II,
production of civilian automobiles is halted.
• The Styling Section becomes the Camouflage and War
Service station.
• The first use of curved glass is made in the rear windows of
Cadillac, Buick and Oldsmobile models, which together
with the sloping backs called “fast back” add to the
streamline effect.

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The Art and Color Section
• Cadillac launches use of “fins” and “egg-crate” grilles.
• The grille developed from the early days of motoring,
first as a functional screen to protect the radiator from
punctures, Almost immediately, designers began to
develop the grille screen into an aesthetic design
element.

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The Art and Color Section
• Buick launches use of "portholes" and "sweep spears" on the
body sides, which remained with Buick for many years.
• The idea of port-holes as a design element was taken from the
exhaust ports on the hand-built luxury cars of the 1930's.
• The "sweep-spear” is a chrome accent element that is applied
to the body side of a vehicle to give accent to a particular
theme element.

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Tailfins
• Tailfins debut on the 1948 Cadillac. Inspired by the
World War II-era twin-fuselage fighter, the Lockheed P-
38, the tailfins set off a styling trend that lasted more
than a decade.

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1956 Centurion Dream Car 1959 Stingray Racer

Prof. C. Gopinath

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LeSabre concept
• The 1951 LeSabre concept is unveiled. Inspired by the
F-86 Sabre jet, the LeSabre concept features a one-touch
top that closes automatically at a drop of rain, heated
power seats, illuminated knobs and switches, a power
antenna, and the world’s first wrap-around windshield.

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• GM becomes the first automotive design organization to

hire women. (Pictured: Harley Earl with the "Damsels
of Design" in 1958.)
• GM Styling unveils the Firebird I (1952), II (1956) and
III (1958) concepts in support of GM Research’s
experimental turbine engine program. The designs are
inspired by the nation’s fascination with the jet age.

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 PEMP – APD2508

1965 Chevrolet Manta Ray 1969 Holden

Prof. C. Gopinath

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• William Mitchell purchased a retired racing chassis, and
retrofit it with a body he calls the “Stingray.”
• The race car inspired the design of the 1963 Corvette
Stingray. His experimental Corvettes, the Mako Shark in
1963 and the Manta Ray in 1969, capture his passion for
sharp lines.
• By the mid 60’s, GM Styling numbers almost 1,600
employees, including automotive and industrial designers,
engineers, sculptors, color and fabric experts, draftsmen,
wood and metal model builders, and pattern makers. It is
the industry’s largest design organization.

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1972 Silver Arrows 1973 Chevrolet Aerovette

Prof. C. Gopinath

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Human Factors Engineering
• Human factors engineering becomes part of the vehicle
design process. test subjects, which is then used in designing
windshields, rear windows, instrumental panels and other car
parts.
• By 1974, designers begin using computer-aided design to
create illustrations.
• By the mid-1970s, revolutionary changes bring a dramatic
end to the muscle car era. Oil is in short supply and cost-
conscious consumers want smaller, fuel-efficient, economy
cars.
• American auto companies re-engineer their vehicles, making
them smaller and lighter for better fuel economy.

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 PEMP – APD2508

1983 Buick Questor 1989 Pontiac Stinger

Prof. C. Gopinath

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3-D Computer Models
• To improve interior vehicle design, the science of ergonomics
becomes increasingly important. Ergonomics ensures that
things are designed in for ease of access, seeing and
comprehension.
• GM introduces the 1982 Chevrolet Cavalier, 1982 Chevrolet
Camaro, the 1984 Chevrolet Corvette, and the 1984 mid-
engine Pontiac Fiero.
• Vehicle design becomes less of a differentiator as attention
shifts to safety, emission standards and fuel efficiency.
• GM sets up a “studio of the future” to explore the capabilities
of math-based design. Alias software is used for the first time
to create 3-D computer models and to mill reduced-scale and
full-size clay models.
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 PEMP – APD2508

1997 Oldsmobile Alero 1997 Pontiac Rageous

Prof. C. Gopinath

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Prof. C. Gopinath
PEMP – APD2508

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 PEMP – APD2508
Digital Design
• Digital design and math-based tools assume a greater role in
the design process. Two virtual reality centers permit the
evaluation of math-based designs in 3-D.
• Computer animation allows conceptual designs to be shown
driving through realistic environments.
• Clay milling machines are installed on nearly every modeling
platform.
• The 1999 Chevrolet Nomad, Cadillac Evoq and Buick Cielo
concepts were unveiled at the 1999 North American
International Auto Show.
• The Evoq was named “best in show.”

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 PEMP – APD2508

2000 Autonomy vision 2003 Cadillac v-sixteen

Prof. C. Gopinath

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 PEMP – APD2508

• GM Design reshapes the automobile with the AUTOnomy,

the first vehicle designed completely around a fuel cell
system and by-wire technology.
• The concept was unveiled at the 2002 North American
International Auto Show.

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Concept to Reality
• GM showcases “Concept to Reality” at the 2002 NAIAS with
three production-model introductions – the Chevy SSR,
Cadillac XLR and HUMMER H2.
• Wayne Cherry’s leadership and personal involvement
establishes the new design direction for Cadillac, embodied in
the 2001 Cadillac Escalade, 2002 Escalade EXT, 2003 CTS,
and 2004 XLR and SRX.
• From 1999 through 2003, GM revealed more than 35 auto
show vehicles around the globe.
• The Cadillac Sixteen concept, a modern interpretation of
everything that made Cadillac the standard of the world, was
unveiled at the 2003 North American International Auto
Show.
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Auto Show Vehicles - Buick Cielo
• The 1999 Buick Cielo concept is an elegant four-door
convertible that allows open-air enjoyment with the comfort
and security of a traditional sedan.
• It features three solid roof panels that glide down roof rails
into the trunk behind the rear seat to create a convertible with
two permanent roll bars.

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 PEMP – APD2508
Cadillac Evoq
• The 1999 Evoq concept car showcases Cadillac’s "art and
science" design philosophy.
• The crisp lines, distinct grille and taillights look even more
impressive with the hardtop retracted.
• Powered by a supercharged Northstar engine, the sleek,
ultra-luxury roadster demonstrates the division’s future
design direction.

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 PEMP – APD2508
Chevrolet Nomad concept
• The 1999 Chevrolet Nomad concept crossover vehicle
combines attributes of a sporty coupe and a pickup truck.
• Nomad is a driver’s car with versatility– sporting a V8
engine, independent rear suspension, shift-by-wire
transmission, retractable roof and an extended load floor.

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 PEMP – APD2508
Pontiac Aztek concept
• 1999 Pontiac Aztek concept: What do you get when you fuse
the driving excitement of a sport sedan, the rugged capability
of a sport utility vehicle, and the people/cargo flexibility of a
van? A new breakthrough product Pontiac has named…Aztek
- a sport recreation vehicle (SRV) with riveting design,
exciting performance and athletic handling coupled with
outstanding versatility and flexibility.

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Buick LaCrosse concept
• The 2000 Buick LaCrosse concept is an innovative and stylish
luxury sedan crossover with surprising versatility – it’s
quickly converted to a carrier of oversized cargo when panels
open to reveal its pickup-type bed.

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Imaj concept
• Cadillac announced that their concept vehicle is called "Imaj."
The name (pronounced "e-maazh", French pronunciation of
"image") blends the luxury of traditional coachbuilders with
21st century technology.
• On the outside, Imaj’s faceted, sheer forms exude a diamond-
like quality, underscored by knife-edge coachwork, from its
louvered roof panels to its integrated front and rear aero
panels.

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 PEMP – APD2508
GMC Terradyne Concept
• The 2000 GMC Terradyne Concept is full-size truck in
which capabilities exceed requirements.
• It’s boldly executed with powerful styling, fresh proportions
and impressive cues.
• Terradyne embodies professional grade quality in a five-
passenger, automatic four-wheel drive/rear-wheel drive,
full-size mega cab pickup.

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 PEMP – APD2508
Piranha concept
• The Piranha concept introduces a new generation of drivers
to unsurpassed driving excitement.
• Reiterating the bold, purposeful Pontiac personality for the
21st century, the Piranha offers simplicity of operation and
low-cost performance coupled with unprecedented
innovation.

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 PEMP – APD2508
Buick concept
• Buick leads 2001's youth-appeal movement with dangerous
curves, a long hood and wheels at the corners.
• The Bengal is a quick little front-wheel drive, V6, two-
seater … except that it seats four.

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 PEMP – APD2508
• Frankfurt 2001. It’s as green and fresh as the Opel
‘Laubfrosch’ (Tree Frog) of the 1920s.
• With their ‘Frogster’ concept Opel’s designers and
engineers have reinvented today’s small car concept,
presenting a host of fresh ideas for the next generation of
car buyers.
• Instead of a conventional convertible top, the vehicle has an
electrically powered roller cover to provide all-weather
protection.

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• Developed by GM do Brasil’s design talent in 2002, the

Journey boasts a daring athletic exterior design that is
smoothly sculpted and expressive.
• It was conceived with the active lifestyle and adventure
spirit which drives Chevrolet fans from the banks of the
Amazon to the shores of Rio.

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Cadillac Cien concept
• "With the Cien, strived to create an ultra-high-performance
expression of design and technology.
• The Cien’s low, sleek appearance, inspired by the latest F-22
Stealth fighter aircraft, has produced a different look and
proportion for Cadillac. It further demonstrates the reach of
the brand’s identity.

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 PEMP – APD2508
2002 Pontiac Solstice concept
• “Keep it simple, pure, and beautiful and it will be easy to
love.”
• These were the basic inspirations set down by Bob Lutz,
GM’s chairman of North American Operations

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• “We’ve been offering a different kind of car since our

creation and now we are showing off a car the world has
never seen – a stirring, open-air roadster that is an equal
mix of fun and function.
• People can take their friends along and easily talk as they
go.”

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 PEMP – APD2508
Centieme
• The Centieme - with its luxurious cabin and a twin-
turbocharged V-6 - is a premium vehicle that combines the
best features of a sedan and sport utility vehicle with
graceful execution.
• Chevrolet offers dual visions - one for truck enthusiasts, the
other for customers longing for another taste of muscle-car
flavor in a contemporary passenger car.

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• The Cadillac Sixteen is classic automotive excitement with
the panache of Cadillac's ultramodern design.
• The name speaks to the car's powerful 16-cylinder, 1000-
horsepower engine and Cadillac's heritage as a maker of
fine luxury automobiles.
• The Cadillac Sixteen's grand exterior proportions create an
unparalleled presence; its splendid interior is meticulously
handcrafted and urbane.

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• The Cheyenne full-size pickup continues Chevy's tradition
of truck innovation, blending masculine forms and
innovative functionality.
• The box cargo area features dual bed-access doors, and
hidden storage bins beneath the floor and inside the
sidewalls.
• The tailgate opens fully in the traditional manner, or half
opens for loading small cargo or to create a work shelf for
multiple uses.

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Pontiac G6
• The 2003 Pontiac G6 previews the styling direction of
Pontiac as a maker of top-notch driving machines.
• It is a message emphasized repeatedly, from the driver-
oriented cockpit to the 3.5-liter turbocharged V-6 to the
aggressive, athletic styling.

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• Designed in the UK, the VX Lightning is a classically

proportioned sports car with a long bonnet and short rear
overhang.
• There are also some subtle echoes of the past, including the
rollover hoops sculptured into the rear deck and bodywork
which flows down into the cabin.

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Summary

This session would help the delegates to

Understand the growth of an Automotive Industry
with respect to the styling of its vehicles.
Understand the success or failure of a project and
the learnings from it.

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