Norris said they work closely with the brand homerooms back in North America in designing programs across the key brands for General Motors. Using immersive tools like head-mounted displays and digital tools enables us to get quicker to market but also to globally collaborate," he said. “We have a fantastic team here that has great capability. Pointing out that Korea’s GM design studio is the biggest outside the North American headquarters, Norris emphasized the importance of global collaboration between regional studios and how the Korean team contributes to the US automaker’s overall design portfolio. So the Trax Crossover is the next big move in that branded experience.” “So the customers get this very immersive experience with the brand whether they are looking at the car as they walk away from it, as they walk up to it, when they open the door and get it. Interior design has as much brand identity and it has to reflect the character of the brand as much as the exterior styling does,” said Stuart Norris, design vice president of GM China and GM International, in an interview at the House of GM in Seoul on Tuesday. We’ve moved beyond just expressing and the customers moved beyond just expressing design through exterior styling. “You see the personality of Chevrolet (in the Trax Crossover).
The vehicle’s relatively cheap price tag starting at 20.5 million won ($15,900) is likely to have contributed to the sales rush, but the automaker is attributing both the vehicle’s immersive interior and expressive exterior design as another major reason behind the early success of the car. The figure set a new record for the American auto brand as the vehicle with the most preorders in a week, according to GM.
The number of preorders for the second-generation Chevrolet Trax Crossover surpassed 13,000 a week after the Korean office of General Motors launched the preorders in March. (From left) Stuart Norris, design vice president of GM China and GM International, and designers at GM design studio in Korea - Lee Hwa-soup, Whang Bo-young and Kim Hong-ki - stand next to the Chevrolet Trax Crossover during an interview at the House of GM in Seoul on Tuesday.
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