page_title: Bill Mitchell (automobile designer)
section_title: 1960s
hierarchical_section_title: Bill Mitchell (automobile designer) / At General Motors Corporation / Vice President, Styling Section (in charge of all styling at GM) / 1960s
caption_attribution_description: BUICK RIVIERA IN HOLLYWOOD VINTAGE CARS - (BLACK CALIFORNIA LICENSE PLATE) BUICK
context_page_description: William L. Mitchell was an American automobile designer. Mitchell worked briefly as an advertising illustrator and as the official illustrator of the Automobile Racing Club of America before being recruited by Harley Earl to join the Art and Colour Section of General Motors in 1935.
  Mitchell is responsible for creating or influencing the design of over 72.5 million automobiles produced by GM, including such landmark vehicles as the 1938 Cadillac Sixty Special, the 1949 Cadillac Coupe deVille, the 1955-57 Chevrolet Bel Air, the 1959-1984 Cadillac DeVille, the 1963-65 and 1966-67 Buick Riviera, the 1961-76 Corvette Stingray, the 1970-81 Chevrolet Camaro, the 1976-79 Cadillac Seville, and the 1980-85 Cadillac Seville. Mitchell spent the entirety of his 42-year career in automobile design at General Motors, eventually becoming Vice President of Design, a position he held for 19 years until his retirement in 1977. His design stewardship at General Motors became known as the 'Bill Mitchell era'.
context_section_description: In the 60s, Mitchell promoted what he called the "sheer look," a more aerodynamic, "shoulderless" drop off from a car's windows to its sides.
  Mitchell gave GM designers the assignment of combining Rolls Royce and Ferrari styling cues to create Buick's classic 1963 Riviera. According to a popular story, Mitchell got the idea for the Riviera in Paris. He had originally envisaged the design for Cadillac Division, as a new La Salle, "a baby Cadillac". The Riviera also featured frameless glass in the front doors, giving hardtops an even sleeker look.
  An encounter with a shark, while skin diving in the Bahamas, inspired Mitchell's Corvette Shark show car, his Stingray racer and the production 1963 Corvette Stingray, largely designed by Larry Shinoda, under Mitchell's direction.
  Mitchell's fondness for split rear windows as featured on the 1957 Buick and on the 1963 Corvette Stingray coupe was not shared by some of his fellow stylists or the buying public and both cars dropped the feature after public resistance.  The split rear window would be eliminated (and re-worked into one pane of curved glass) for the 1964 Corvette coupe.  The 1963-1967 Stingray (in both coupe and roadster editions), with its slightly bulged front and rear quarter-panels, would be one of the first General Motors cars to feature what came to be known as "Coke bottle" styling, creating an aggressive and muscular look.
  Mitchell also influenced the dramatic styling of the second generation 1965 rear-engine Corvair, which, like other GM models introduced for that year, used curved side-window glass to enhance its "Coke Bottle" profile.
caption: The 1963 Buick Riviera was one of Mitchell's famous designs during his tenure as Chief of styling at GM.
exif: {"Image Make": "Canon", "Image Model": "Canon PowerShot S3 IS", "Image Orientation": "Horizontal (normal)", "Image XResolution": "180", "Image YResolution": "180", "Image ResolutionUnit": "Pixels/Inch", "Image DateTime": "2006:01:19 14:45:37", "Image YCbCrPositioning": "Centered", "Image ExifOffset": "196", "Thumbnail Compression": "JPEG (old-style)", "Thumbnail XResolution": "180", "Thumbnail YResolution": "180", "Thumbnail ResolutionUnit": "Pixels/Inch", "Thumbnail JPEGInterchangeFormat": "5108", "Thumbnail JPEGInterchangeFormatLength": "5693", "EXIF ExposureTime": "1/640", "EXIF FNumber": "4", "EXIF ExifVersion": "0220", "EXIF DateTimeOriginal": "2006:01:19 14:45:37", "EXIF DateTimeDigitized": "2006:01:19 14:45:37", "EXIF ComponentsConfiguration": "YCbCr", "EXIF CompressedBitsPerPixel": "3", "EXIF ShutterSpeedValue": "149/16", "EXIF ApertureValue": "4", "EXIF ExposureBiasValue": "0", "EXIF MaxApertureValue": "29/8", "EXIF MeteringMode": "Pattern", "EXIF Flash": "80", "EXIF FocalLength": "173/10", "EXIF FlashPixVersion": "0100", "EXIF ColorSpace": "sRGB", "EXIF ExifImageWidth": "2816", "EXIF ExifImageLength": "2112", "Interoperability InteroperabilityIndex": "R98", "Interoperability InteroperabilityVersion": "[48, 49, 48, 48]", "Interoperability RelatedImageWidth": "2816", "Interoperability RelatedImageLength": "2112", "EXIF InteroperabilityOffset": "2772", "EXIF FocalPlaneXResolution": "112640/9", "EXIF FocalPlaneYResolution": "2112000/169", "EXIF FocalPlaneResolutionUnit": "2", "EXIF SensingMethod": "One-chip color area", "EXIF FileSource": "Digital Camera", "EXIF CustomRendered": "Normal", "EXIF ExposureMode": "Auto Exposure", "EXIF WhiteBalance": "Auto", "EXIF DigitalZoomRatio": "1", "EXIF SceneCaptureType": "Standard"}