GM in Bloom Rose City at the Advanced Design Center


General Motors announced an investment of more than $ 71 million to establish a new campus in Pasadena, Calif., For GM’s advanced design center operations, an initiative that will significantly increase the center’s capacity and create more jobs In the region.

The move of the facility from its existing North Hollywood space to the nearly 149,000 square foot campus will make way for expanded advanced technology teams that will help accelerate GM’s goal of zero accidents, zero emissions, and zero congestion. The new site is closer to the technology hubs of the West Coast and creates a recruiting opportunity thanks to its proximity to major universities and design schools.

The investment also demonstrates GM’s long-term commitment to maintaining a physical presence in one of North America’s largest centers of multidisciplinary design and cutting-edge innovation. The new 8-acre campus will increase GM’s ability to support emerging business opportunities in advanced technology, software integration and future mobility solutions.

“Having a physical presence in the technological epicenter of Southern California is integral to our global design operations and this new innovation campus will not only double our operations, but also provide access to the rich cultural diversity and talent in the region, ”said Michael Simcoe. , GM’s vice president of global design. “Our positioning will allow us to attract dynamic candidates in areas that will strengthen GM’s proven design capabilities and challenge conventional thinking about what our future portfolio of connected products and services may encompass. “

The announcement of the Pasadena Tech Campus is part of GM Design’s wider global expansion. GM’s new Design West facility is currently under construction at the Global Technical Center in Warren, Michigan, and GM recently announced the expansion of the Advanced Design Center in Shanghai, China.

GM’s advanced design team is focused on developing conceptual and future mobility projects that are outside the scope of existing production vehicle programs. Building alternative mobility applications can reveal opportunities for transformative innovation and help influence future GM products and services, while exploring new growth opportunities for the company.

Here are recent examples of innovation and design work related to GM’s broader growth strategy:

  • BrightDrop – the new commercial delivery and logistics company, backed by GM – and its all-electric ecosystem of products, software and services
  • Cadillac Personal Autonomous Concept Vehicle and Vertical Takeoff and Landing
  • The concept of a lunar rover developed in partnership with Lockheed Martin

The new facility will amplify GM’s role in the era of connected mobility, providing the latest tools, equipment and workspaces that have been tactically designed to foster synergy and ideation, including:

  • A more efficient layout, designed to reduce disruption and increase the efficiency of the various paint, metal and plastic workshops
  • An increased footprint allowing better production of physical and virtual proofs of concept and show cars
  • The ability to quickly drive visualization and immersive technology, including augmented and virtual reality
  • An innovation laboratory to design, implement and validate new design tools
  • An advanced user experience / user interface design studio
  • Dedicated space for collaboration, research and development for GM’s internal and external strategic partnerships

The additional space allows GM to significantly expand its production line, taking advantage of the new location to recruit top regional talent in the disciplines of aerospace engineering, defense, automotive design, software development and advanced technology.

“The collaborative nature of this facility will provide our advanced design team, cross-functional groups, potential employees and external partners with the environment they need to continually redefine the boundaries of future mobility,” said Bryan Nesbitt, Executive Director of GM, Global Advanced Design and Global Architecture Studios.

GM Design’s previous installations in California include the Advanced Concept Studio in Newbury Park, from 1983 to 1996, and the current North Hollywood Studio, which celebrated its 20th anniversary in 2020.

The current North Hollywood Design Center will continue to be used for advanced design operations as work on the new facility is completed until the second half of 2022.


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