Working recently on a rebranding effort with the Association of International Automobile Manufacturers has rekindled my childhood interest in automobile design. As a nerdy kid in the ’70s, I was fascinated with the auto industry. On long drives during our family vacations, I would sit in the back seat of our gold Dodge Coronet with black vinyl seats and count how many Ford, GM, Honda and Toyota cars were on the road. I think even at 12 years old, I was thinking that the American automobile industry wasn’t quite looking ahead at design, or answering the changing needs of the American public.
You have to admit, that from the late ’70s and through the ’80s American auto design went though a plastic, one-car-uglier-than-the-next period of complacent design. As a patriotic and liberal designer-to-be, I wanted more from our manufacturers.
A representative from GM once came to my 7th grade class and asked my class to design the car of the future. To this day, I swear I designed the GM Saturn prototype concept car on looseleaf paper with colored pencils, but unfortunately, I have no proof of that other than Saturn is my favorite planet and rules my zodiac sign.
This morning, I read that Chuck Jordan, former vice president of GM design died. His work in his early reign as design VP inspired and reflected American culture in that period. It’s worth taking a quick look at how he helped shape the American automobile.
Today American designers have FINALLY caught up and are arguably even leading the design of future vehicles. I can’t say I’m proud of the path taken, but there is a notable difference in the quality and design of the latest crop of American vehicles offered. However, in a shrinking world where GM has developed new designs in China and many of Toyota’s vehicles are co-designed in California, we’d be hard pressed to call any automobile design “American.” What automobile isn’t truly “global” today? My point is that I’m glad that “design” is back and considered a priority of our American manufacturers’ business strategies. And by design, I’m not talking about tail fins and cup holders. I’m referring to fuel technology, electric applications, and how they literally shape the cars of tomorrow and our interactions with our vehicles.
That’s design. Thanks to the Association of International Auto Manufacturers for the opportunity you’ve given Grafik to rekindle my passion. And thanks for indulging this road trip into my past. If you have a moment, take a look at some of Chuck Jordan’s inspiring work. Oh, and yes—I love my new Toyota Prius for what it’s worth.
