MALLINation

Bryan Nesbitt

In a sign of how important design has been to the revival of GM’s Cadillac division, the company has named Vice President of North American Design Bryan Nesbitt to run one of the most storied brands in cardom. Nesbitt was plucked from Chrysler by GM’s former Chrysler guy Bob Lutz several years ago and he has been instrumental since then in the design revival at America’s biggest carmaker, which just emerged from bankruptcy last week.

Nesbitt is best known for the controversial PT Cruiser, a Chrysler design that grafted retro 1930s cues to a compact trucklet. It was a hot seller initially though it is currently slated to be shelved within the next year or two. He also masterminded the brilliant CCV concept, a Chrysler idea for a cheap people’s car for the Chinese market which took inspiration from Citroen’s classic 2CV. Ironically the Chinese had been recently tapped for an on-again off-again project to revive Chrysler’s small fortunes of late which declined precipitously in the post-Nesbitt years.

It’s very unusual to have a designer in a lead role at a brand or company – it will be interesting to see if this is the start of a trend in the industry or merely a product of the specific situation GM is in as it tries to shake up it’s old ways.

Chrysler CCV

At GM he has been known for the Chevy HHR, a knockoff of his own PT Cruiser design, and the stewardship of some fine Opel and Saab concepts at GM Europe as well as the very handsome new Opel Insignia sedan. He also oversaw design of the outstanding current Chevy Malibu and the striking Cadillac CTS Coupe Concept which is expected to hit the market in 2012.

Opel Insignia

Cadillac CTS Coupe