The automotive industry is on the brink of a transformation that goes far beyond electric motors. According to Bryan Nesbitt, General Motors’ newly appointed Global Head of Design, the real game-changer will be the definitive arrival of autonomous vehicles — and it’s not just cars that will change, but people’s emotions and behaviors as well.
Nesbitt, who succeeds Michael Simcoe, says that while electrification has already broken design boundaries, autonomy will challenge the way humans connect with their cars.
🚘 A Look Back to Understand the Future
In a recent GM interview, Nesbitt drew a fascinating parallel with the early days of the automobile.
“There was a time when an accessory shaped like a horse’s head was sold for the front of the first cars,” he explained. “It helped people emotionally transition from animal-powered transportation to combustion engines.”
For him, the story is more than trivia — it’s a reminder that technological leaps demand cultural adaptation.
🔄 From Driving to Experiencing
Auto shows have long displayed futuristic concepts:
- Living room–style interiors
- Rotating seats
- Built-in tables and refrigerators
- Even greenery and ambient lighting
However, Nesbitt points out that these visions are still far from everyday reality. And not everyone is eager to turn commuting into a social gathering.
For driving enthusiasts, giving up the steering wheel can feel like losing a vital emotional bond with the car — a challenge designers must face head-on.
📊 Key Points from Bryan Nesbitt’s Vision
| Aspect | Current Reality | Autonomous Future (According to Nesbitt) |
|---|---|---|
| Primary Industry Shift | Electrification | Full-scale autonomous driving |
| Emotional Challenge | Love for control and manual driving | Adapting to passive passenger roles |
| Design Focus | Functional + aesthetic | Creating emotional connection without driving |
| Past Parallel | Horse-head car accessory for early adopters | Smooth emotional transition to driverless vehicles |
| Goal of Technology | Reduce emissions, improve efficiency | Seamlessly integrate into daily life and behavior |
🎨 Design Beyond “Jelly Beans”
Electric drivetrains have already allowed designers to rethink car shapes, but some futuristic vehicles end up criticized for their bland, personality-free looks. Nesbitt insists that:
“Good technology is technology that can integrate harmoniously into people’s lives. We must create clear benefits that improve the user’s life — not just futuristic aesthetics.”
In short, design must go hand-in-hand with emotional engagement, or the most advanced autonomous technology could stay stuck in concept form.
🛣 The Road Ahead
As GM invests heavily in both electric and self-driving technology, Nesbitt’s challenge is clear: create vehicles that make people feel as connected and passionate about the experience of being inside as they once did about driving.
The success of autonomous vehicles may depend not only on their safety and convenience, but also on whether they can win over hearts — not just minds.
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