Nestled within the sprawling campus of General Motors Technical Center, the newly constructed Design West building emerges as a beacon of automotive innovation. Here, amidst a vast open space, work-in-progress vehicles and concept designs take shape, propelled by the creative vision of GM’s design team.
Stepping onto the cement floor, a symphony of murmurs and sounds fills the air, a testament to the collective effort of hundreds working tirelessly towards a common goal: to drive the legacy automaker forward with unparalleled speed and efficiency.
GM’s creatives have found a new home within these walls, where art, design, engineering, and technology converge. Beyond the familiar vehicles that grace the roads today, many more unseen designs are taking form, eagerly awaiting their moment to inspire and captivate.
As part of a $1 billion investment, the Technical Center campus has undergone a remarkable transformation. The 2025 Buick Enclave three-row SUV recently unveiled bears a striking resemblance to the Buick Wildcat EV concept showcased in 2022. With its sleek and angular lines hinting at aerodynamic prowess, the Wildcat embodies the audacious spirit that fuels future ideas, inviting a fresh perspective on a brand that may have seemed lackluster in the past.
When GM’s campus first emerged in the Detroit area in 1956, it was hailed as a glimpse into the automotive future. Today’s renovations boldly propel that vision forward while preserving fragments of the past. In the conference room overlooking the portico, a majestic Cadillac goddess sculpture resides upon a piece of elm salvaged from a tree that once stood on the site. Finely crafted wood, shaped by three generations of GM-employed woodworkers, adorns the lobby walls.
Collaboration flourishes within Design West’s expansive facility. Design teams now have enhanced access to diverse physical scenarios, facilitating more impactful and efficient design reviews, a GM spokesperson revealed. Natural light floods through floor-to-ceiling windows, while vehicles can be effortlessly moved to the courtyard for outdoor assessments.
The Digital Design Visualization Center boasts a cutting-edge audio setup capable of reaching 120 decibels—the deafening roar of a jet plane—and a colossal screen spanning nearly 56 feet with an astonishing 76 million pixels. Virtual tools seamlessly integrated into each studio foster real-time, global design collaboration, blurring the lines between human creativity and digital prowess.
Forty-four high-tech mill sites stand ready to transform massive blocks of clay into desired shapes before sculptors meticulously refine the details with specialized tools. These five-axis mills possess the remarkable ability to cut across three distinct linear axes while simultaneously rotating on two vertical axes, effortlessly processing five sides of the material. Sculptors master the software that commands these mills, ensuring a seamless collaboration between human artistry and machine precision.
Despite the embrace of advanced technology, GM remains steadfast in its appreciation for analog craftsmanship. Talented artisans meticulously sculpt intricate details into clay models, breathing life into the forms once shaped by the mills.
“For years, we’ve anticipated the decline of clay models,” reflects Michael Simcoe, GM Senior Vice President of Global Design. “Yet, it remains an art form. Physical models evoke a unique three-dimensional experience; judging proportions and scale virtually poses significant challenges.”
Partially cloaked in Di-Noc, a stretchy film widely employed in the automotive industry for wraps and color representation, clay models stand side by side with their all-clay counterparts. Originally acquired by 3M in the 1960s, Di-Noc continues to serve its purpose, aiding designers in visualizing the interplay of light and shadow upon the vehicle’s surface.
The new building provides ample space for exhibitions, fostering a sense of mutual inspiration among the various GM brands—Cadillac, Chevrolet, Buick, and GM. Peripheral inspiration prevails over competitive rivalry. Virtual modeling teams work in close proximity under an overhang, carefully managing the influx of light on their computer screens.
In stark contrast to the siloed and compartmentalized nature of the old buildings, Design West embodies a spirit of openness and collaboration. GM’s world has been transformed, embracing the most forward-thinking and ambitious approaches.
Beyond the state-of-the-art facilities and advanced machinery, Design West is adorned with approximately 40 art installations, each a testament to the talent and creativity of current and former GM designers, creatives, sculptors, and fabrication shop employees. A vast collage, spanning four yards, showcases fabric swatches from past and present models, while a massive aluminum wall art piece exhibits diverse finishes. Art exhibitions, hosted regularly by employees, provide a platform for designers to showcase their artistic abilities beyond industrial sketches.
Confidentiality shrouds many of the designs taking shape on the floor of Design West; for now, they remain secret. However, if the Buick Wildcat EV concept offers a glimpse into GM’s daring vision for the future, the billion-dollar investment in Design West promises to yield extraordinary dividends.
