|Cherry cited the Los Angeles studio as more
evidence of GM's commitment to product innovation and world design leadership. It will
serve as a resource used by all of GM's global automotive development centers, and will
benefit the entire GM Group, including Opel, Vauxhall, Holden, and partners at Isuzu,
Suzuki, Subaru and Saab.
The Los Angeles facility and the Birmingham, England design
studio, opened last year, will serve as "design trend listening posts," forming
an intricate global network. They will augment GM's well established design operations in
Warren, Mich., Australia, Brazil, China, Germany, Japan and Sweden.
The L.A. studio will employ more than 30 designers, sculptors, engineers and analysts
who will bring a West Coast perspective to a wide range of Design Center initiatives.
Almost all staff members will come from the concentration of creative talent in Southern
California. An aggressive recruiting effort is under way.
"I'm delighted that we're now positioned to fully appreciate California's
trendsetting nature, " said Cherry. "The L.A. studio has been carefully located
where it can monitor design and style trends and facilitate strategic alliances.
"First and foremost, we are expanding our imagination base. We're adding world class
design talent to an already outstanding team. And the mission is simple: To help fulfill
our overall goal of delivering the broadest spectrum of modern, innovative products to our
"As to the studio it is at the epicenter of design trends in fashion, furniture,
consumer electronics, the entertainment industry - everything that influences design for
consumers around the globe.
"Furthermore, the far-flung nature of our global network - coupled with GM's
leading edge communications - brings a new dimension to project management. We're
stressing the possibilities of work on a given project going forward without constraints
of geography or the time of day.
"We intend to set trends in our business," said Cherry. "And to do that
we must continue to attract great people who are on top of the trends that influence
Cherry said GM has been looking beyond the traditional transportation design discipline
to fill the new slots over the past several years. "As we design an ever more diverse
portfolio of products, we're calling upon a wider range of talents," said Cherry.
"The core of our talented team will continue to be people with transportation design
backgrounds. But now more than ever, we want to complement those talents with exceptional
people in other design disciplines."
(Feb. 22, 2000)