Wayne Cherry
Encyclopedia
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
car designer is responsible for the conversion of Opel
Opel
Adam Opel AG, generally shortened to Opel, is a German automobile company founded by Adam Opel in 1862. Opel has been building automobiles since 1899, and became an Aktiengesellschaft in 1929...
-style lines into the British Vauxhall
Vauxhall
-Demography:Many Vauxhall residents live in social housing. There are several gentrified areas, and areas of terraced townhouses on streets such as Fentiman Road and Heyford Avenue have higher property values in the private market, however by far the most common type of housing stock within...
or American counterparts for General Motors. In an age of high profile 'designer' names in the car industry, Cherry is hardly a household name, yet his designs spanning five decades easily count among the most influential in the industry.
Career
Cherry joined GM in 1962 upon graduation from the Art Center design schoolArt Center College of Design
Art Center College of Design is a private college located in Pasadena, California, and was cited by BusinessWeek as one of the 60 best design schools in the world. The college’s industrial design program is consistently ranked number one by both DesignIntelligence and U.S...
, initially working at GM in the US as an Associate Creative Designer. At this time, as a young designer, he was a member of the teams that designed the original Chevrolet Camaro
Chevrolet Camaro
The Chevrolet Camaro is an automobile manufactured by General Motors under the Chevrolet brand, classified as a pony car and some versions also as a muscle car. It went on sale on September 29, 1966, for the 1967 model year and was designed as a competing model to the Ford Mustang...
/Pontiac Firebird
Pontiac Firebird
The Pontiac Firebird was built by the Pontiac division of General Motors between 1967 and 2002. The Firebird was introduced the same year as the automaker's platform-sharing model, the Chevrolet Camaro...
twins, and the Oldsmobile Toronado
Oldsmobile Toronado
The original Toronado began as a design painting by Oldsmobile stylist David North in 1962. His design, dubbed the "Flame Red Car," was for a compact sports/personal car never intended for production...
, both considered to be modern classics. He was a contemporary colleague of John De Lorean
John De Lorean
John Zachary DeLorean was an American engineer and executive in the U.S. automobile industry, most notably with General Motors, and founder of the DeLorean Motor Company....
, whose idea it was to do the Pontiac GTO
Pontiac GTO
The Pontiac GTO is an automobile built by Pontiac Division of General Motors in the United States from 1964 to 1974, and by GM subsidiary Holden in Australia from 2004 to 2006. It is considered an innovative, and now classic muscle car of the 1960s and 1970s...
at this time, also considered a modern classic. In 1965, he transferred to Vauxhall Motors
Vauxhall Motors
Vauxhall Motors is a British automotive company owned by General Motors and headquartered in Luton. It was founded in 1857 as a pump and marine engine manufacturer, began manufacturing cars in 1903 and was acquired by GM in 1925. It has been the second-largest selling car brand in the UK for...
in the UK
United Kingdom
The United Kingdom of Great Britain and Northern IrelandIn the United Kingdom and Dependencies, other languages have been officially recognised as legitimate autochthonous languages under the European Charter for Regional or Minority Languages...
, GM's UK operations.
The design direction was already set for the Viva
Vauxhall Viva
The Viva was a small family car produced by Vauxhall Motors in a succession of three versions between 1963 and 1979. These were known as the HA, the HB and the HC series....
, Victor
Vauxhall Victor
The original Victor, launched on 28 February 1957, was dubbed the F series and saw a production run totalling over 390,000 units. The car was of unitary construction and featured a large glass area with heavily curved windscreen and rear window. Following then current American styling trends, the...
and others. However, Cherry's influence was immediate, introducing bold American styling cues to Vauxhall's passenger car range, with the 1966 Vauxhall XVR concept vehicle which was shown at Geneva.
However, it was the 1970 concept car, the Vauxhall SRV
Vauxhall SRV
The Vauxhall SRV was a 1970 concept vehicle designed by Wayne Cherry and Chris Field for Vauxhall Motors in the UK...
, that really got his designs noticed, creating a sleek shape that was ahead of its time, and a forerunner of the 1971 Lamborghini Countach
Lamborghini Countach
The Lamborghini Countach is a mid-engined supercar that was produced by Italian automaker Lamborghini from 1974 to 1990. Its design both pioneered and popularized the wedge-shaped, sharply angled look popular in many high performance sports cars...
. It was unlike anything the public would have expected from Vauxhall. Cherry became Assistant Director of Design for Vauxhall in 1971, when Bedford Trucks also fell under his aegis. Cherry went on to inject some much-needed boldness into the dowdy Viva range with the dramatically styled 1973 Vauxhall Firenza
Vauxhall Firenza
The Firenza is a model of car offered by Vauxhall Motors from May 1971 till 1975. It was a development of the Viva, but had a distinctive coupé body style and only two doors....
"droopsnoot", a car which took aerodynamics seriously for the first time in a mass-market British-built car, and one which would set the tone for much of GM's styling direction in Europe for the next two decades. Appointed Director of Design in 1975, Cherry's influence was extensive, with all new developments from Vauxhall featuring the aerodynamic "droopsnoot" - the Chevette
Vauxhall Chevette
The Chevette was a supermini model of car manufactured by Vauxhall in the UK from 1975 to 1984. It was Vauxhall's version of the family of small "T-Cars" from Vauxhall's parent General Motors ; the family included the Opel Kadett in Germany, the Isuzu Gemini in Japan, the Holden Gemini in...
, Cavalier
Vauxhall Cavalier
The Vauxhall Cavalier is a large family car sold primarily in the UK by Vauxhall Motors, the British division of General Motors , from 1975 to 1995...
and Carlton
Vauxhall Carlton
The Vauxhall Carlton was an executive car that was sold by Vauxhall in the United Kingdom from 1978 to 1994.-Mark I :The first Vauxhall Carlton was introduced in late 1978 as a replacement for the ageing VX1800/VX2000 saloons...
all receiving the Cherry treatment. While the engineering of these cars was largely carried out by Opel
Opel
Adam Opel AG, generally shortened to Opel, is a German automobile company founded by Adam Opel in 1862. Opel has been building automobiles since 1899, and became an Aktiengesellschaft in 1929...
in Germany, the Opel versions at this time tended to feature much more conservative styling than their British counterparts. Cherry's 1978 concept design, the Vauxhall Equus, established him as a stylist equal to those at Bertone and Pininfarina
Pininfarina
Pininfarina S.p.A. is an Italian car design firm and coachbuilder in Cambiano, Italy.Founded as Società anonima Carrozzeria Pinin Farina in 1930 by automobile designer and builder Battista "Pinin" Farina, Pininfarina has been employed by a wide variety of high-end automobile manufacturers,...
, though the cross-Atlantic influence was ever-present.
In 1983, Cherry became Director of Design at the Opel Design Centre at Rüsselsheim
Rüsselsheim
Rüsselsheim is the largest town in the Groß-Gerau district in the Rhein-Main region of Germany. It is one of seven special status towns in Hesse and is located on the Main, only a few kilometres from its mouth in Mainz. The suburbs of Bauschheim and Königstädten are included in Rüsselsheim...
in Germany, as part of the consolidation of operations between the two arms of the company. He reorganised the structure of GM's European styling teams, such that all models produced from then on were common Vauxhall/Opel designs. Under his directorship, cars such as the Astra
Vauxhall Astra
Astra is a model name which has been used by Vauxhall, the British subsidiary of General Motors , on their small family car ranges since 1979. Astras are technically essentially identical with similar vehicles offered by GM's German subsidiary Opel in most other European countries...
, Corsa
Opel Corsa
The front-wheel drive Opel Corsa was first launched in September 1982 to replace the Opel Kadett C City, and to fill the gap vacated as the Kadett grew in size and price. Built in Zaragoza, Spain, the first Corsas were three-door hatchback and two-door saloon models, with four-door and five-door...
, Calibra and Tigra
Opel Tigra
The Opel Tigra name has been applied to two quite different cars engineered and produced by the German automaker Opel, both based on different iterations of the Corsa supermini, the first built in Spain, the second in France. The first Tigra was a small 2+2 coupé, produced from 1994 to 2000. The...
were designed, among many others.
Cherry returned to GM's US Chevrolet
Chevrolet
Chevrolet , also known as Chevy , is a brand of vehicle produced by General Motors Company . Founded by Louis Chevrolet and ousted GM founder William C. Durant on November 3, 1911, General Motors acquired Chevrolet in 1918...
operations in 1991, though his work in Europe continued in parallel. His designs at this time included models for Chevrolet
Chevrolet
Chevrolet , also known as Chevy , is a brand of vehicle produced by General Motors Company . Founded by Louis Chevrolet and ousted GM founder William C. Durant on November 3, 1911, General Motors acquired Chevrolet in 1918...
, Geo
Geo (automobile)
Geo was a brand of small cars made by General Motors as a subdivision of its famous Chevrolet division from 1989 to 1997. Its original slogan was "Get to know Geo." Originally formed by GM to compete with the growing small import market of the mid 1980s, the line continued through the 1997 model...
, Saturn and others. In 1992 Cherry became vice president of design for GM worldwide, the fifth head of design in GM's history. His responsibility covered all of GM's North American brands - Buick
Buick
Buick is a premium brand of General Motors . Buick models are sold in the United States, Canada, Mexico, China, Taiwan, and Israel, with China being its largest market. Buick holds the distinction as the oldest active American make...
, Cadillac
Cadillac
Cadillac is an American luxury vehicle marque owned by General Motors . Cadillac vehicles are sold in over 50 countries and territories, but mostly in North America. Cadillac is currently the second oldest American automobile manufacturer behind fellow GM marque Buick and is among the oldest...
, Chevrolet, Chevrolet Truck, GMC
GMC (General Motors division)
GMC is a manufacturer of trucks, vans, military vehicles, and SUVs marketed in North America and the Middle East by General Motors Company. In January 2007, GMC was GM's second-largest-selling North American vehicle division after Chevrolet, ahead of Pontiac....
, Hummer
Hummer
Hummer was a brand of trucks and SUVs, first marketed in 1992 when AM General began selling a civilian version of the M998 Humvee. In 1998, General Motors purchased the brand name and marketed three vehicles: the original Hummer H1, based on the Humvee; and the H2 and H3 models that were...
, Pontiac
Pontiac
Pontiac was an automobile brand that was established in 1926 as a companion make for General Motors' Oakland. Quickly overtaking its parent in popularity, it supplanted the Oakland brand entirely by 1933 and, for most of its life, became a companion make for Chevrolet. Pontiac was sold in the...
and Saturn. His work in Europe clearly influenced new GM designs, which started to become much more "European" in flavour than earlier US-designed vehicles. Designs such as the Pontiac Solstice
Pontiac Solstice
The Pontiac Solstice is a small sports car from the Pontiac division of General Motors. Introduced at the 2004 North American International Auto Show, the Solstice roadster began production in Wilmington, Delaware, starting in mid-2005 for the 2006 model year. The exterior styling of the...
, Cadillac Sixteen
Cadillac Sixteen
The Cadillac Sixteen was a prototype of a stylish and high performance automobile first presented by Cadillac in 2003.The vehicle was equipped with a 32-valve V16 concept engine displacing 13.6 liters and was mated to a four-speed, electronically controlled, automatic transmission driving the rear...
and so forth were all produced under Cherry's directorship. Also the new Cadillac vision, the H2 Hummer, the Chevy SSR, as well as over 100 concept vehicles which were developed.
Cherry retired in 2004.