| General Motors has opened a new European Design
Centre in Rüsselsheim, Germany. Built on the site of the existing
campus that is home to GM Europe's advanced engineering facility, the
centre will also house GM's advanced design department, relocated from
Gothenburg, Sweden.
The centre employs 350 people, tasked with new product design for Opel,
Vauxhall and Saab. There will also be design input to Saturn, a GM brand
not sold in Europe.
The Rüsselsheim facility is linked via satellite to five other styling
studios, enabling the sharing of information through virtual reality (VR).
Globally GM has more than 1,000 designers in 11 studios in eight countries.
In addition to VR, designers also convey information using real time
technology (RTT). This is broadly similar to VR except that only conventional
VDUs are required. RTT displays images that are 3D in appearance, and
can handle fine detail such as tyre tread patterns and seat fabric weaves.
The traditional approach of designing with clay has not been totally abandoned
in favour of digital methods. Steve Janisse of GM Europe said: “"We
still use a lot of clay: "It's old technology but still very usable
and you can see something very quickly.”
The advanced engineering centre has a prototype build area, and produces
some of the prototypes required for advanced design programs.
The purpose of centralising in Rüsselsheim was to bring design and
engineering facilities closer together. Bryan Nesbitt, executive director
of GM Design Europe said: “"First, the investment is a clear
declaration by the company of its belief in the growing importance of
the design function. We now have more optimised space and finally have
all departments in one location. From advanced design to exterior and
interior through to colour and trim, the entire design team now works
together on a single 'campus'. This improves both the quality and the
speed of our work.”
“"Having our advanced design operations in Rüsselsheim
provides us a more direct link with advanced engineering and planning
therefore maximising synergies. In addition, the new, high-tech facility,
enabling the right creative incubator, demonstrates GM's continued recognition
of design's value to the development of our GM Europe brands.”
Saab is to retain its own brand centre in Sweden. Nesbitt said: “"Saab
is a completely different brand from Opel, with a completely different
customer expectation. Its Scandinavian origin is very important, so we
will nurture that."”
Much of the engineering and design work for most future Saturn models
will be done at Rüsselsheim, although this will not include those
on rear wheel drive platforms or large crossover vehicles.
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