Crain's Detroit Business - 2010 North American International Auto Show - (Page 25)

Small car design The new frontier Designers putting pizzazz into small cars By Richard Truett and Bradford Wernle of consumers whose image of small Chevrolets is locked in the past. or decades, something was missing in the The quad headlights, accent lines on the hood and small cars designed, built and sold in the tall rear end on the 2011 Aveo give the small United States. hatchback a funky European look. Detroit designers seemed to say: No one buys a The smaller three-door Spark, also due in 2011, is small car for its styling, so why bother? a stubby Ford Fiesta-fighter with swept-back But consumer preference has shifted — the result headlights that run from grille to windshield. of higher gasoline prices, new fuel-efficiency The smoothly styled Cruze, scheduled to arrive in standards and concern about climate change. 2010, will battle the Mazda3 and Nissan Versa. And when a market segment gets Consumers have crowded, automakers must rely on proved they will pay styling to set their vehicles apart. a premium for a “It’s not business as usual for small small car with visual cars here anymore,” said Moray appeal. The Mini’s Callum, Ford Motor’s design director for iconic ’60scars. influenced styling Among the Detroit 3, has been a major FORD MOTOR CO. Ford is up first with a factor in its sales Ford’s Fiesta (above) stylish small car — the success, said Jim and Chevrolet’s Europe-designed Fiesta McDowell, vice Spark represent a new aesthetic in hatchback, which arrives president of BMW’s American small here in the spring. Mini brand. cars. With its swept-back “Prior to the Mini, GENERAL MOTORS CO. windshield; large grille; long, thin small meant headlights; and high tail, the Fiesta has been a hit inexpensive and not very pleasant,” he said. in Europe. It will be the first stylish small car from a Tom Matano, director of industrial design at San U.S. automaker to challenge the modern Mini, the Francisco’s Academy of Art University, said the Mini car credited with helping change Americans’ has raised the bar for all automakers selling small attitudes toward subcompacts. cars in the United States. General Motors Co. is counting on styling to be “It’s got cachet,” he said. important for even the smallest and least expensive Matano, a former Mazda design chief, said he vehicles in the Chevrolet lineup. expects styling to vary widely if Americans finally “I don’t like boring cars, and I don’t think our accept small cars. “If the market gets bigger, customers do, either,” said Ed Welburn, GM’s vice designs will diversify,” he said. president of global design. What will separate a new generation of small cars Yet if any company is guilty of committing grave from those that previously failed to win U.S. buyers? crimes against small-car styling over the years, it’s In a word, emotion, said Ralph Gilles, Chrysler GM. Cases in point: The Chevrolet Chevette, Vega Group’s chief designer. and Cavalier, as well as all their siblings that wore Chrysler’s mission, under the guidance of new other brand badges. All instantly forgettable. owner Fiat S.p.A., is “to make them not just fuelefficient but very compelling,” Gilles said. But among the future GM products that likely will Gilles expects to draw inspiration from the be remembered are the Spark, Cruze and success that Fiat has had in recent years in creating redesigned Aveo. attractive small packages — an expertise built up Unlike previous Chevrolet and GM small cars sold over many decades. in North America, the new small Chevys are From Automotive News expressive, take chances and will shock the senses 2010 North American International Auto Show

Table of Contents for the Digital Edition of Crain's Detroit Business - 2010 North American International Auto Show

Crain's Detroiot Business - 2010 North American International Auto Show
Table of Contents
Overview
Buyers Guide
Small Car Design
Alternative Movement
EcoXperience
Test-Driving
Technology
Poster Contest
Unveilings
Sponsors

Crain's Detroit Business - 2010 North American International Auto Show