Dear Mr. Sindell -
While your blog post was an open letter to Fritz Henderson, I personally felt compelled to respond to you directly. As global vice president of GM Design, I have the pleasure of leading one of the most diverse industrial design organizations in the world. Across the globe, over a thousand talented GM designers and sculptors are bringing the heart and soul of GM to life. I have the pleasure of participating, developing and approving every product our passionate design team creates.
Since taking on this role, my team and I have taken immeasurable strides to bring manufacturing, engineering and design together on a global scale. We no longer work in silos, we work together. We have cut down barriers, removed obstacles and have returned to the essence which made GM great - Design.
Great design surrounds us. Harley Earl invented the modern design studios of the 20th century. Eero Saarinen designed our Technical Center, where I am privileged to work. Great design is a part of our DNA; for every misstep through the years like the Aztek, I’ll point to a Camaro, a Malibu or a CTS - cars that were created in a cutting edge 21st century environment.
I mention three recent examples of well-received GM designs and wonder openly if perhaps you have experienced them, especially their interiors. I challenge you to visit a GM dealer and sit in the Chevrolet Malibu or Camaro, Cadillac CTS or SRX, or the Buick LaCrosse before you question our commitment to design and quality.
It is obvious design elicits an emotional response in all of us. It is rational and irrational at the same time. The hallmark of good design is sublime yet overt in its detail, beauty and craftsmanship. We at GM are artists, innovators and problem solvers and are passionate about our work. Above all, we are listeners. I cannot tell you how many research events, nontraditional focus groups, and dialogs with potential customers, we at Design conduct, much less the entirety of GM to understand what customers want, what they like from competitive vehicles, what they dislike - all in the name of exceeding expectations.
Regarding your taking exception to our wearing suits . . . at Design, I manage a diverse team and I don’t care what my people wear. What I do care about are creative results and their style of dress has nothing to do with delivering great design. I want them to be comfortable. I believe, like many customers, that style and design count in everything. Done well, it makes people feel great. And style and elegance is what we design into each car and truck GM produces.
And as for quantifying my colleagues as old white men, I can only point you to my opinion , that diversity is not only represented in skin color or gender; it is diversity of thoughts, ideas, experiences and opinions of our people, that matters and makes us strong.
Our job today is to recapture, reconnect broadly with consumers, and help them feel good about GM vehicles again. It will be difficult, but not impossible, and our designers have the best chance of rebuilding that confidence. My team is designing some of the best vehicles ever, in studios right here in Michigan and across the globe - designs that inspire me and the customers we’ve met with - keep your eye on us.
Ultimately, you and your readers will judge for yourselves. To that end, I’d like to invite you to reacquaint yourself with our award-winning cars and trucks. I would be happy to take you, Mr. Sindell, on a personal tour of GM Design Headquarters in Warren, MI. I implore you to see what we’re working on; and then let folks know what you think. In the interim, the GM design staff will do its part to ensure that design stays in the asset column.
Kindest regards,
Ed Welburn
Global VP, GM Design
