General Motors introduces Proxima design project at Shanghai-based design studio

Shanghai (Gasgoo)- On June 6, General Motors ("GM") unveiled the progress achieved by the GM China Advanced Design Center since the studio was expanded and renovated, highlighting the studio's creative growth and contribution to GM's global advanced design footprint.

The expansion and renovation of the studio have paved the way for its transformation into a fully-fledged complement to GM's advanced design endeavors worldwide, said the U.S.-based auto giant.

At the Ben Se (Creative Essence) media event held in Shanghai, GM provided an immersive experience featuring cutting-edge EV designs developed for internal research. The event showcased the impressive capabilities of GM's locally based creative team, which leverages state-of-the-art facilities and technologies. With a customer-centric approach and tech-empowered solutions, the team is driving innovation throughout the advanced design process.

As one of GM's four advanced design centers worldwide, the Shanghai-based studio has undergone facility upgrades and doubled its team size since 2021, supporting GM's global commitment to an all-electric future. The studio possesses comprehensive and industry-leading capabilities, including creative design, digital and clay modeling, a paint shop, and expertise in color, material, and finish (CMF), all designed specifically for the Chinese market. Moreover, the studio's experiential projects provide valuable insights and knowledge that influence GM's global design strategies.

Technology plays a crucial role in the studio's design process. According to GM, each advanced design project serves as a platform for predicting and demonstrating design trends while synthesizing market insights that may inspire GM's portfolio in the next five to ten years. The projects showcased at the event reflect GM's approach to design within a new EV architecture, capitalizing on investments in electrification. These projects highlight innovative practices that will shape GM's future product portfolio.

Stuart Norris, design vice president of GM China and GM International; photo credit: General Motors

Stuart Norris, design vice president of GM China and GM International, emphasized the studio's commitment to technological evolution. He stated, "We view design as a solution for technology evolution and celebrate technology as a key driver behind innovative design. The rapid technological development in China empowers designers to reimagine vehicles and redefine their career paths”.

The Shanghai studio leads GM's global design innovation, employing highly integrated visualization solutions that enhance work efficiency and synergy within a comprehensive 3D creation platform. This includes the utilization of Mixed Reality in a universal seating buck, as well as vehicle configurator and 3D glasses-free review applications powered by the Unreal Engine real-time 3D visualization tool.

By piloting advanced design and visualization technologies, designers, digital sculptors, and clay sculptors are acquiring new skillsets to take on dynamic roles and responsibilities in the studio. The definition of creative professionals expands to include hybrid talents such as technology artists.

With its growth over the past two years, the studio has welcomed a wealth of young talent with a deep understanding of its targeted customers. Young designers have played essential roles in advanced design projects, facilitating GM's emotional connection with China's future electric vehicle buyers.

Proxima; photo credit: General Motors

Among the projects undertaken by the studio is Proxima, named after the Portuguese word for "next," reflecting the studio's commitment to designing for the next-generation users in China. Proxima, the studio's first major accomplishment in its transition towards EV design, reimagines flagship sedan proportions, enhances interior spaciousness, and delivers a residential in-cabin experience. It represents sophisticated simplicity and purity tailored to China's tech-focused market environment.

Like all advanced design projects, Proxima's creative journey began with extensive in-depth design research, including detailed customer profiling and user journey simulations. The project was brought to fruition through reviews, customer sentiment analysis, and further refinement, ultimately providing inspiration for the future.

Proxima is just the beginning of the GM China Advanced Design Center's future endeavors. It is carried out under the Buick brand.