Buick's Michael Burton
By Claire Grant, AOL Black Voices,
Posted: 2007-08-22 19:02:50
From sleeker exteriors to vintage inspired interiors, the new Buick is truly not "your Father's car." Part of Buick's new look and feel can be attributed to the creative work of Director of Interior Design, Michael Burton. For the past seven years, Michael has worked for General Motors. During that time, his focus has been on several Cadillac programs; he is currently responsible for the Front Wheel Drive Interior platforms of GMC, Saturn and Buick. BV had the chance to discuss with Michael the challenges he faced when designing the interior of the new Buick Enclave and what his inspirations were.
BV: What are the challenges you face as a designer when designing and interior of an automobile to match the feel of the exterior?
MB: A brand has a personality and a signature and a character of its own. First you try to understand the brand character. Buick is affordable luxury which is different from Cadillac, but it gives rewards and has athletic accoutrements. Now, what we're trying to do is lower its demographic … give it a younger appeal. Subsequently, (when designing the interior) you look at the competition and see how it (the car) fits to the others you're going after. What's indicative to the fashion statement? Buick has such a history, such a legend, a legacy -- going forward we took some historical elements of early Buicks and implemented them in a contemporary way. For example, the Tiffany clock in the center of the dashboard … we actually looked at 1932 and other classic Buicks as the inspiration.
BV:What was the goal of your new interior design for the Enclave?
MB: First, from and interior perspective, the goal was to heighten the fidelity of all Buick interiors. Something we haven't done as well as our competitors, so that was a major initiative for all our interiors. Second, we aspired to take the Buick and make it more pronounced. Make more of a statement so it wouldn't be just another "your father's Buick." To make it stand out on its own.
BV: And the results?
MB: I think the design all had to resonate with our own unique character. I had more flexibility with the materials -- I used woods and aluminums -- so I'm pleased with how it came out. Sometimes things are lost in cost cutting but if you look at the Enclave, it looks just like the original concept and that is quite a feat -- making production look like your concept.
What I love most about designing the interior is that I can interface very personally with the customer. The exterior gives the customer their initial response, but the interior is where you live so I enjoy that side because I can be intimate with my customers in terms of materials and colors and other components and entertain them all the time.
Buick has a special place in my heart. My uncles used to drive legendary Buicks in 1964 … the Electric 224. That swagger -- that style; that color. I tried to focus on those feeling with this experience.
More About Buick Enclave
BV: What are the challenges you face as a designer when designing and interior of an automobile to match the feel of the exterior?
MB: A brand has a personality and a signature and a character of its own. First you try to understand the brand character. Buick is affordable luxury which is different from Cadillac, but it gives rewards and has athletic accoutrements. Now, what we're trying to do is lower its demographic … give it a younger appeal. Subsequently, (when designing the interior) you look at the competition and see how it (the car) fits to the others you're going after. What's indicative to the fashion statement? Buick has such a history, such a legend, a legacy -- going forward we took some historical elements of early Buicks and implemented them in a contemporary way. For example, the Tiffany clock in the center of the dashboard … we actually looked at 1932 and other classic Buicks as the inspiration.
BV:What was the goal of your new interior design for the Enclave?
MB: First, from and interior perspective, the goal was to heighten the fidelity of all Buick interiors. Something we haven't done as well as our competitors, so that was a major initiative for all our interiors. Second, we aspired to take the Buick and make it more pronounced. Make more of a statement so it wouldn't be just another "your father's Buick." To make it stand out on its own.
BV: And the results?
MB: I think the design all had to resonate with our own unique character. I had more flexibility with the materials -- I used woods and aluminums -- so I'm pleased with how it came out. Sometimes things are lost in cost cutting but if you look at the Enclave, it looks just like the original concept and that is quite a feat -- making production look like your concept.
What I love most about designing the interior is that I can interface very personally with the customer. The exterior gives the customer their initial response, but the interior is where you live so I enjoy that side because I can be intimate with my customers in terms of materials and colors and other components and entertain them all the time.
Buick has a special place in my heart. My uncles used to drive legendary Buicks in 1964 … the Electric 224. That swagger -- that style; that color. I tried to focus on those feeling with this experience.
More About Buick Enclave
2006-07-12 15:20:51
