As automakers continue to showcase the latest eco-friendly, hybrid, and electric cars at the North American International Auto Show in Detroit, many are hoping for a comeback year.
Reports indicate that auto executives expect the industry to be hit by a wave of consolidation and even bankruptcy amid an extreme drop in global sales and financial problems at The Big Three auto companies.
One auto designer continues to focus on the positives, keeping the gears rolling in her post as General Motor’s director of North American passenger car design. Crystal Windham, the first black female to hold the position, talked with BlackEnterprise.com about her new role, promoting creativity and innovation.
BlackEnterprise.com: What are your main duties as head of interior design for the company’s global midsize car, compact car, and small car?
Crystal Windham: Interior design really establishes a relationship with the customer. The exterior attracts you to the car, but you have to live inside of
it. That’s what my team focuses on– creating a second home. Like interior decorating, interior designers focus on the colors, textures, storage areas, lighting, stitching across the dashboard, instrument panel (IP), doors, and seats.As design director, I lead a team of designers, engineers, and sculptors to create an interior vision for the vehicle. A key part of my job is creating a creative environment to create amazing interiors. Then help the team set a design vision and intent. We have to make sure the interior is brand appropriate — that every element reflects what the brand stands for. Then, working with engineers, manufacturing, and marketing, we ensure the design intent is carried through to the final product…which sounds easy, but it’s quite a balancing act.
With the current economic climate, how will the design of new GM vehicles play into improving the company’s financial outlook?
Design plays a critical role. As a designer, we work three to four years in the future. It’s important to stay focused right now and be as innovative and creative as we can be.
We are leading in technology. The Chevrolet Volt is reinventing the automobile. As designers, we embrace technology and make it user-friendly. With the Volt, especially, you have to make it easy to understand — unique enough so the driver knows it’s something different and new, but familiar enough so they can operate it. It has to be flowing, harmonious, and inviting. The entire approach to the Volt is new — definitely a new design era where we see a balance between technology and design. Even though I have not worked on the Volt, all of us at GM Design are excited and inspired by it.
Are there any models that will provide practicality, creativity, and cost-effective design elements for drivers?
Yes. The Saturn Aura and Chevy Malibu are two great examples of vehicles currently available where we had direct balance between creativity and cost effectiveness.
As an interior designer, we have to understand what the customer needs are. That helps us establish our top priorities and makes our choices clear. For example, we want to add as many wow factors for the customer as we can. We know the primary space is the front occupant area, so that’s where we want to make the most impact.
As the first African American female director of design at GM, what have been some of the challenges you’ve faced?
Staying fresh and creative — that’s my challenge as a designer and an artist. Every artist will experience peaks and valleys– it’s natural. As long as you’re challenging yourself to stay fresh and creative, to be on your game — that is my best advice for aspiring designers.
Also, as an artist — especially in industrial design — you are always faced with comments, constructive criticism, viewpoints. You need to know how to filter good feedback and understand exactly what you need to hear to improve your work and your team’s work. I also really try hard to balance and leverage support — but above all keep an open mind. I’d say that’s what keeps me moving up.
How important is mentorship and are you involved in mentoring?
I am involved in mentoring and coaching. I cannot stress enough how important mentoring is. It gives you different perspective on how you are delivering your designs and overall presence. Particularly, if you are working in a business environment, you have to be aware that it’s first and foremost a business, and design is a piece of it. Your overall presence and how you can communicate your design or your demeanor has an effect on the end decision. I am driven to mentor because I want to stay connect to young designers new to the industry.