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.