Cadillac's design chief to steer GM's global styling

Global Cadillac Design executive director Bryan Nesbitt, 55, was named the senior vice president of GM Global Design on Monday. His new role will take effect on July 1, 2025, replacing Michael Simcoe, who will retire after a 42-year career with General Motors.

“Taking the reins of GM’s Design organization, which boasts some of the most talented and creative individuals in the industry, is both humbling and exhilarating,” Nesbitt said on LinkedIn. “As just the eighth leader of GM Design in nearly a century, I understand the responsibility this role entails, and I am excited to play a significant part in shaping GM’s ongoing transformation.”

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Nesbitt, whose most recent work included the Cadillac Sollei and Opulent Velocity concepts, acknowledged Simcoe’s contributions to GM Design.

“Michael is a generational designer, a visionary who elevated GM Design and redefined our craft while driving our business forward,” Nesbitt stated. “You will leave behind a significant and lasting legacy.”

Nesbitt’s climb to the top of GM

A graduate of the ArtCenter College of Design, Bryan Nesbitt started his career at DaimlerChrysler, where he’s credited with designing the Chrysler PT Cruiser. He also worked on several other concepts, including the 1996 Chrysler CCV and the 1999 Chrysler Pronto Cruizer. 

After joining General Motors in 2001 as Chevrolet’s Chief Designer, he designed numerous models, including the 2003 Chevrolet SS Concept, the 2006 Chevrolet HHR, the 2007 Saturn Aura, the 2008 Chevrolet Malibu, the 2008 Buick Enclave, the 2015 Cadillac Escalade, the GMC Yukon, and the Chevy Tahoe.

By 2004, he had been named the Executive Director of Design for GM Europe, where he art directed the 2009 Opel Insignia, 2010 Saab 9-5, and 2011 Saab 9-4x. He continued to rise through the design ranks, being named Vice President of Design for GM North America in 2007 and General Manager for Cadillac in 2008. He directed the design of advanced vehicle technology for GM International Operations, including China and Buick. 

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Most recently, he spent more than five years overseeing multiple studio teams in Detroit and California that developed the 2021 Brightdrop Zevo 600/400 and the 2023 Cruise Origin before being named Executive Director for Global Cadillac Design in March 2022.

GM’s Aussie design chief 

Nesbitt’s boss, Michael Simcoe, 67, has led GM design since 2016, having joined the company in Australia in 1983 as a designer at Holden. He held a number of roles internationally before succeeding Ed Welburn in 2016. Under Simcoe, GM opened its Design West building, an open, collaborative design space for GM’s American brands as part of a nearly $2 billion investment in the Global Technical Center in Warren, Michigan.

“It has been humbling to be a part of shaping the future of transportation and evolving automotive design while ensuring that the intersection of art and technology is core to GM Design and our business,” Simcoe said in a statement. “GM has some of the most gifted designers and artisans in the world. Under Bryan’s leadership, I know GM Design will continue to drive the company forward.”

Nesbitt steps into big shoes

Nesbitt assumes a role that dates back to June 4, 1927, when GM’s Art and Color section was officially created by the legendary Harley Earl, who had made a name for himself designing custom-bodied cars in Hollywood. The department boasted some of the most famous designers in automotive history, some going on to lead design departments themselves. Earl ran the department with an iron hand, brooking no opposition from within GM.

In 1958, his successor, William Mitchell, followed his lead, ruling in a similar fashion and producing many memorable GM models. Irv Rybicki replaced Mitchell in 1977, and while a talented designer, Rybicki possessed a far less forceful personality. 

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Nevertheless, some notable cars appeared under his regime, including the 1982 Chevrolet Camaro, Pontiac Firebird, and 1984 Chevrolet Corvette. Chuck Jordan took over in 1986. Hired by Earl in 1949, Jordan oversaw the launch of the 1992 Cadillac Seville, 1993 Chevrolet Camaro, Pontiac Firebird, 1995 Oldsmobile Aurora, and 1995 Buick Riviera.

Wayne Cherry was next in line, stepping into Jordan’s shoes in 1992. Under his watch, with much help from GM’s vice chairman of product development, Bob Lutz, GM Design once more started to regain its former swagger with the establishment of Cadillac’s Art & Science design language and the stunning Cadillac Sixteen concept. 

Ed Welburn replaced Cherry in 2003. Having interned at GM Design in 1971, he joined GM two years later. Once named vice president of GM Design North America, Welburn lent GM Design a modern sensibility that still harkened back to GM Design’s glory days. He ran GM Design longer than anyone aside from Earl and Mitchell and created the mid-engine Corvette as his parting gift in 2016. He was followed by Simcoe and, now, Bryan Nesbitt.

"I’m excited to see how the next generation of GM Design influences the automotive landscape,” Simcoe said.

Final thoughts

As for us, we're excited to see how GM's design direction will change under the new dealership. Design language is especially important now, considering some of the rather homogenous designs of modern EVs. Hopefully, we will get more Cadillac Sollei and Lyriq-type designs to bring some much-needed elegance into vehicle design. 

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