Lutz Says GM Design is the Difference
December 14, 2006 | Levent OZLER
"Design is the key differentiator between your products and the other guy's," declared General Motors "car czar" Bob Lutz, during a mostly off-the-record background briefing in which the automaker gave a sneak peek at a dozen critical, upcoming products.
During that session and another briefing, the next morning, Lutz conceded that GM has, in many instances, missed the mark on product trends, such as hybrids.
But the biggest challenge for the automaker - and the biggest opportunity - is to regain a lead in terms of design.
"Design," explained the septuagenarian executive, "has to lead the creative process."
Though the key focus is on exterior design, Lutz stressed that GM is working to sharply upgrade its interiors, as well.
Exteriors, he noted, may attract a buyer, but an attractive, well-executed and ergonomic interior helps keep a customer loyal.
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