Personal opinion on the top 5 established automotive companies that are crafting their brand trough Design.
This is not only about "The visual appeal" of their final products at all. Is more related to their Design process and the "weight" of Design in their corporate decision making agenda.
3
General Motors
They used to be the biggest car company in the planet. But then things changed a lot with Toyota and VW Group catching up. A financial crisis came and they where in need to relaunch their product portfolio.
But with a change in management they are now on track of very interesting times. You might think that taking good decisions is a must in every organization, but is no easy to move more than 2,500 designers at the same time to the same direction and provide them with resources and process to relaunch several vehicles worldwide. But they are doing it with no other thing than talented teams.
These designers are working hard to take every brand of the group to their very own future.
And by doing it, there are very interesting things to look at, because as a global company General Motors can access to some interesting data. In some markets (like those on Asia), they are discovering insights on how some vehicles should be based on local the local trends rather than a global one, like Buick:
But at the same time they are not leaving behind their already marketable products:
They also are improving a lot in the chromatic, tactile and decorative identity for their vehicles, but they have to work more in the overall quality of their final version for production.
Even now they are loading their design process with technology, they are still relying on the human touch to deliver in record time.
Design for production at the scale of millions of vehicles, worldwide capabilities to develop new programs, loads of technology to assist the design process, moving forward thousands of designers and a constant effort to revitalize their vehicle portfolio for several brands are few reasons why General Motors is looking in good shape.
And there you go, samples of a very large but talented team of a company with a lot to say in the competitive landscape of transportation. GM is now the leader of the automakers in autonomous technologies and with the help of their design teams they are trying to tell us: even with technology, you still can enjoy the ride.
Thank you for patience with this polemic post. I hope you enjoy it. I will be very grateful if you can share the post, so more people can have a good time just browsing the content. Take care and stay safe. As soon as I can I'll be sharing the brand #2, a brand loved with a strong history in the automotive world.
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