Crafting Excellence: How GM Designs Its Award-Winning Vehicle Interiors
Earlier this year, three standout models from General Motors—the GMC Yukon Denali Ultimate, Buick Enclave Avenir, and Cadillac OPTIQ—earned spots on the 2025 Wards 10 Best Interiors list. This prestigious recognition is reserved for vehicles that exemplify the very best in interior design, craftsmanship, material quality, and cutting-edge technology.
But how does GM consistently produce interiors that impress both critics and customers? The answer lies in a highly collaborative, multidisciplinary design process that blends creativity with engineering precision, human-centered thinking, and the use of advanced digital tools.
The Power of Collaboration
At the heart of GM’s interior design success is a complex ecosystem of design studios and experts working across disciplines. From user experience (UX) and interface design (UI), to display graphics, audio design, illumination, seating, and physical components, each area plays a critical role in shaping the final product.
“Our design teams aim to create interior experiences that reflect the lifestyles of our customers,” said one GM design spokesperson. “We strive to make them seamless, intuitive, and above all, innovative.”
Where It All Begins: Brand Identity and Customer Insight
Every design project begins with understanding the core identity of the brand and the needs of its target customer. David Allen, an interior designer who worked on the 2025 Buick Enclave Avenir, explains that this foundation guides every design decision.
“You start with what the brand is—and, for Buick, it’s sculptural beauty,” Allen said. “Once a program is initiated, we begin ideating on design themes. We start with sketches—digital or physical—and iterate until we land on a final theme that’s aspirational for our customers.”
This early sketching phase is where broad ideas start taking shape. But design development is anything but linear.
A Fluid and Dynamic Process
According to Kelly Craigo, who worked on the 2025 GMC Yukon Denali Ultimate, the design process involves simultaneous exploration of form and function.
“We’re doing sketches, creating digital models, and making clay properties all at the same time,” Craigo said. “It’s not one foot in front of the other—it’s all the parts moving together.”
As the physical and digital models evolve, the design teams collaborate closely with engineers to integrate a wide range of functional requirements. These include ergonomics, safety, infotainment systems, and more.
“There’s a large range of criteria that is incorporated into planning and execution,” added Allen. “We’re working alongside engineering partners to ensure the design is as functional as it is beautiful.”
Materials That Make a Statement
An interior’s impact isn’t just about layout—it’s also about the look and feel of the materials. That’s where the Colors, Materials, and Finish (CMF) team comes in. Designers like Nina Cho and Mara Kapsis, who contributed to the Cadillac OPTIQ interior, help determine the color palettes, finishes, textures, and material applications for each vehicle.
“We’re involved in the design process from the very beginning,” said Cho. “Once the form and geometry are finalized, we begin layering in materials, colors, and shading. Using AR headsets, we can apply these materials in virtual models, collaborating in real-time across teams.”
This use of augmented reality (AR) allows CMF designers to test countless combinations virtually, significantly reducing the need for physical prototypes while allowing broader creative exploration.
Human-Centered Digital Integration
As vehicle interiors become more digitized, the UX/UI experience becomes more important than ever. GM’s design approach emphasizes harmony between physical components and digital interfaces, explained Emily Bowman, Director of Interface Design.
“Our goal is to optimize the user’s experience from both an emotional and functional standpoint,” said Bowman. “We want technology to feel natural, not overwhelming.”
GM teams ensure that infotainment systems, touchscreens, and digital displays integrate seamlessly into the interior. Whether it’s a center console display or instrument cluster, the digital elements are designed to enhance usability and aesthetics.
Cutting-Edge Tools for a New Era of Design
GM is at the forefront of implementing virtual reality (VR), augmented reality (AR), and artificial intelligence (AI) into its design workflow. These technologies allow teams to iterate faster, explore more design options, and collaborate globally across studios in China, Korea, the UK, and elsewhere.
“With VR headsets, we can sit inside a virtual model of the vehicle and understand its proportions, surfaces, and user flow—much earlier in the process,” said Craigo. “It brings us closer to the final product faster than ever before.”
These tools also allow GM leadership to review a broader array of design options, helping make more informed decisions with fewer physical mockups.
Physical Models Still Matter
Despite all the advanced technology, GM still believes in the value of full-scale physical models. These allow designers to experience the space in a tangible way, ensuring that every decision creates the intended emotional and tactile connection with the customer.
The Final Result
This seamless blend of artistry, engineering, and technology is what sets GM interiors apart. Whether it’s the rugged elegance of the GMC Yukon Denali Ultimate, the refined comfort of the Buick Enclave Avenir, or the futuristic luxury of the Cadillac OPTIQ, GM’s interiors are designed to impress—not just in photos or showrooms, but in everyday life.
And it’s this relentless commitment to innovation and collaboration that continues to earn GM a place among the best in automotive interior design—year after year.
