General Motors management now wants to focus on making the interior of their offerings more stylish and inviting, disclosed GM global design chief Ed Welburn. Speaking at the WardsAuto Interiors Conference, Welburn remarked that GM’s management has come to perceive interiors as “hallowed real estate.”
Showing a photo of around a decade-ago Chevrolet Malibu with a monotone gray interior, he noted that years prior, GM was behind competition in terms of interior styling. He remarked that while the interior of GM’s vehicles was well equipped and functional, it has no charm and does not give a sense of a warm and inviting environment.
He remarked that interiors sometimes were not evaluated during reviews. Likewise, GM back then would strip the interior to save costs in case a vehicle is above budget, Welburn disclosed.
“That is not the case now,” he said. He remarked that the biggest change came not from tapping new designers but from shifting GM management’s priorities.
He noted that now, GM’s leadership “really cares about interiors.” Welburn cited the new Chevrolet Corvette and the Cadillac ELR as examples of interiors for which the carmaker received praises and accolades for quality of materials and style.