page_title: Automotive design
section_title: U.S.
hierarchical_section_title: Automotive design / History / U.S.
caption_attribution_description: Buick Y-Job
context_page_description: Automotive design is the process of developing the appearance, and to some extent the ergonomics, of motor vehicles, including automobiles, motorcycles, trucks, buses, coaches, and vans.
  The functional design and development of a modern motor vehicle is typically done by a large team from many different disciplines included within automotive engineering, however, design roles are not associated with requirements for Professional or Chartered-Engineer qualifications. Automotive design in this context is primarily concerned with developing the visual appearance or aesthetics of the vehicle, though it is also involved in the creation of the product concept. Automotive design as a professional vocation is practiced by designers who may have an art background and a degree in industrial design or transportation design.
  Terminology used in the field is found in the glossary of automotive design.
context_section_description: In the United States, automotive design reached a turning point in the 1920s when the American national automobile market began reaching saturation. To maintain unit sales, General Motors head Alfred P. Sloan Jr. suggested annual model-year design changes to convince car owners that they needed to buy a new replacement each year, an idea borrowed from the bicycle industry (though Sloan usually gets the credit, or blame). Critics called his strategy planned obsolescence. Sloan preferred the term "dynamic obsolescence". This strategy had far-reaching effects on the auto business, the field of product design, and eventually the American economy.
  The smaller automakers could not maintain the pace and expense of yearly re-styling. Henry Ford did not like the model-year change because he clung to an engineer's notions of simplicity, economics of scale, and design integrity. GM surpassed Ford's sales in 1931, and became the dominant company in the industry thereafter. The frequent design changes also made it necessary to use a body-on-frame rather than the lighter but less adaptable monocoque design used by most European automakers.
  Some U.S. designers include Gordon Buehrig, who was responsible for the Auburn 851, as well as the Cord 810 and 812 (hence also the Hupmobile Skylark and the Graham Hollywood).
  In the 1930s, Chrysler's innovations with aerodynamics helped launch the Chrysler Airflow in 1934, which was revolutionary and radical compared to the contemporary vehicles. However, inadequate consumer acceptance of the advanced appearance of the cars forced a re-design of succeeding models of the Airflow. This marketing experience made the entire industry take note of the high risks involved in incorporating major design advancements into their production cars.
  A major influence on American auto styling and marketing was Harley Earl, who brought the tailfin and other aeronautical design references to auto design starting with the rear fenders of the 1948 Cadillac. Another notable designer was Chrysler group's designer Virgil Exner, who developed the Forward look design in the mid-1950s. Exner is also credited with using wind tunnel testing to justify incorporating tailfins, thus moving the company away from boxy-looking cars into more aerodynamic and futuristic designs. Raymond Loewy was responsible for a number of Studebaker vehicles, such as the Starlight (including the bullet-nose).
  Starting in the 1960s, Dick Teague, who spent most of his career with American Motors Corporation (AMC), originated the concept of using interchangeable body panels so as to create a wide array of different vehicles using the same stampings, starting with the AMC Cavalier. Teague was responsible for unique automotive designs such as the two-seat AMC AMX muscle car, the subcompact Gremlin, the Pacer, and Matador coupe, as well as the original and market segment-creating, Jeep Cherokee (introduced in 1983, and built to 2001 in the U.S. and through 2005 in China).
  Additionally during the 1960s, Ford's first generation Ford Mustang and Thunderbird marked another era leading into new market segments from Detroit. The Ford Mustang achieved record sales in its first year of production and established the pony car segment.
  Personal injury litigation has had an effect on the design and appearance of the car in the 20th century.
caption: An early example of Harley Earl's work seen in the 1938 Buick Y-Job
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