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Pininfarina vs Cadillac Part 4

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The GM Tech Center

In this article we will make a strategic and technical comparison of the design efforts of Pininfarina and the Cadillac Studio. I will try my best to be completely impartial in my assessment of their actions.

By Dick Ruzzin
Photos courtesy GM Design Archives

The Cadillac Allante as designed by Pininfarina should have been considered as a design influence for their 1992 Eldorado design proposal. However, the Eldorado presented to Cadillac Division looked nothing like the Allante. The Allante was the most expensive Cadillac at that time but it was quickly determined that the hoped for “Italian Design” cachet was not important to the American luxury car customer. [Read more…] about Pininfarina vs Cadillac Part 4

Pininfarina vs Cadillac Part 3

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Cadillac Studio made an early presentation to Cadillac management showing that the added length by Cadillac Engineering was still not enough to arrive at a proportion that would result in a good design for the Seville and Eldorado. The proposed extensions added rear seating space and luggage capacity that also resulted in lower aerodynamic drag that improved fuel economy, higher than the shorter 1986 Seville. A more design enhancing and functional package was the result of the additional length. The proposed extensions, shown on the left side front and rear, added more rear seating space and luggage capacity. The longer car also resulted in significantly lower aerodynamic drag resulting in improved fuel economy, helping to make the 1992 Seville higher in fuel economy than the shorter 1986 Seville. The new more design enhancing and functional package was the result of the additional length to be added front and rear as seen on the left side of the clay model.

By Dick Ruzzin
Photos courtesy GM Design Archives

Cadillac Studio had won the battle with Pininfarina for the Eldorado design, but earlier, when the production release dates came for both the Eldorado and the Seville, we had missed them, which was a financial disaster for the Corporation. There is an enormous stream of work to design and engineer the full line of GM products so when one program gets out of phase from a timing standpoint the pre-production development process suffers delays that are very costly. [Read more…] about Pininfarina vs Cadillac Part 3

Pininfarina vs Cadillac Part 2

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The Allante design model is presented to Vice President of GM Design Chuck Jordan by Sergio Pininfarina and his son in the Design Patio. On the right is Stan Wilen, Design Director for Cadillac at the time.

By Dick Ruzzin
Photos courtesy GM Design Archives

As stated in Part 1, Cadillac had contracted the world-class Italian design company of Pininfarina to submit an Eldorado design proposal in competition with us in the Cadillac Design Studio. This proposal did not include the Seville, only the design of the Eldorado.

Many of the key Cadillac executives wanted Pininfarina to win the contest, as they had formed a good working relationship with the company during the development of the Allante. Furthermore, Cadillac’s relationship with the Cadillac Studio was not the best. In the end they made the right decision and strongly supported our design of the final car, the Cadillac Studio Eldorado. [Read more…] about Pininfarina vs Cadillac Part 2

Pininfarina vs Cadillac Part 1

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This small sketch was created for the introduction of the 1992 Seville one year early at the North American International Auto Show in Detroit in January of 1991. It represents the spirit of the design that was created by the Cadillac Studio team at General Motors Design Staff.

By Dick Ruzzin
Photos courtesy GM Design Archives

The 1992 Cadillac Eldorado and Seville were a turning point for the American automobile industry. The new Cadillacs clearly showed for the first time that their light weight and fuel-efficient luxury cars could match those of the European manufacturers. The Seville won the 1992 Car of The Year Awards from the four major American automotive magazines as well as the 1992 Industrial Design Excellence Award from the Industrial Design Society of America. The aerodynamic, sporty and elegant designs with internationally recognized performance and appearance represented a new Cadillac culture that inspired them again to seek to become the Standard of the World. No automobile had ever won every leading magazine award until Cadillac did in 1992. But getting to that point meant an intense competition with the most prestigious design offices in the world, Pininfarina. This is the story as told by the leader of the design team at Cadillac, a contributor to VeloceToday we all know, Dick Ruzzin.

My father had long promised to give a new Cadillac to my mother, and in 1986 he bought her one of the new small Sevilles. They lived in a country town outside of Detroit where Cadillac was a highly respected brand. [Read more…] about Pininfarina vs Cadillac Part 1

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