Walking into General Motors global design headquarters is like taking a step back in time. Much of the midcentury modern architecture and designs have remained untouched since the space opened in the 1950s.
The massive tech campus was built during a time when the Detroit automaker reigned supreme. It was GM’s so-called Golden Era, with its luxury Cadillac brand leading the way as “the standard of the world” — before decades of U.S. market share declines amid increased competition from BMW, Mercedes-Benz, Lexus and others.
GM President Mark Reuss wasn’t alive to witness that era, but he’s harkened back to it as he and his teams have methodically overseen a product renaissance for Cadillac, which wants to regain its prominence as the American luxury brand.
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