1927

The GM Executive Committee establishes the Art and Colour Section. Studio operations are lead by Harley Earl. It is the first department of its kind among major automotive manufacturers.

From the beginning, Earl uses modeling clay to shape his design ideas.

The Art and Colour Section initially applies color and trim features to bodies already designed by GM’s Fisher Body Division.

1930s

Early attempts to create pleasing designs run into engineering problems. Engineers are integrated into the creative staff of the Art and Colour Section. Perhaps the most talented and prolific design team ever assembled is recruited and developed.

The use of color in mass-produced vehicles is introduced across the GM line.

1930 Cadillac Madame X V-16 bring the best of custom car styling to production vehicles and introduces GM to the luxury car business.

The Cadillac V-16 Aero Coupe, which debuts at the 1933 Chicago World’s Fair, demonstrates the "all-metal upper" and is credited with being a major influence in getting the steel industry to develop the wider rolling mills needed to roll sheet steel wide enough to make an all-metal car.

GM pioneers the concept of “advanced design,” working ahead of current thinking in special studio teams to explore possibilities from engineering and design ideas.

Art and Colour dominates the new field of industrial design. From streamlined trains with new diesel engines to home appliances, Art and Colour could even design the exhibits to display them all.

The first all-metal upper vehicles in mass production – the GM Turret Tops.

The Buick Y-Job – widely considered the automotive industry’s first concept car – is completed in 1938. The car’s long and low profile influences design for years. It also introduces electrically operated windows, flush door handles, a power-operated convertible top and the elimination of running boards.

1938 Cadillac 60 Special, recognized as a major style-setting design to this day.