In a recent interview with the Wall Street Journal, Ed Welburn, Head of Design at General Motors discusses the approaches now being taken to give brands distinct identities. He also explains how important it is to understand what customers really want.
GM was heavily criticised in the recent past for weak and uninspiring design which in turn led to a drop in sales. Now, with big pushes on brand design, GM is seeing a lift in sales and turnarounds for brands such as Cadillac and Saturn.
With several major design studios located around the World, GM is well placed to respond to different markets and design tastes.
When asked about the possibility of opening a New York studio, Welburn responded: "There's so much that happens in New York that I think we could learn from. The fashion industry. Interior design. Product design. Culture. Art. Music.. ..If we establish something here, there probably won't be some big announcement, some ribbon cutting. You'll just look up and well have had that here for three or four years."