DESIGN
DYNAMICS
GM CO.
TOMORROW’S
DESIGNERS
Beyond the push to create
less generic-looking cars,
manufacturers also are struggling
in their pursuit of an apathetic
youth market, and one with less
discretionary income.
That’s where Ed Welburn
comes in. To most of America,
he isn’t much of a celebrity,
despite his global influence. But
around Detroit, General Motors’
head of car design is a rock star.
Even though the attention makes
this soft-spoken man a little
uncomfortable, he always tries to
be polite and engaging. Especially
to the kids.
A few months ago, he says was
eating dinner with a colleague at
a restaurant in Brighton, Mich.,
when a boy around 8 or 9 years
old came up to the table. He told
Welburn he wanted to draw a car
for him.
“He just slightly taller than the
table, and he stood there thinking,
looking up at the ceiling, taking it
very seriously,