GM stalwart Michael Simcoe retires; Bryan Nesbitt promoted

Michael Simcoe, design boss at General Motors has announced he plans to retire, effective 1 July 2025. Simcoe will be succeeded by another GM stalwart, Bryan Nesbitt. 

The news was expected. Simcoe, who began his career at GM in Australia, recently oversaw the multi-million dollar overhaul of the legendary GM campus, adding expansive new studios, Design West, that allow for greater project-based collaboration across multiple disciplines. 

The building is the physical embodiment of the designer’s ability to bring the worlds of design, engineering and manufacturing together. Once complete, there must have been a temptation to sail off into the sunset on a high, and that looks to have been too much to resist. 

Simcoe leaves GM design in a better place than when he found it. “No more holding our noses and pushing projects out the door,” is how the forthright Australian liked to put it. The renaissance of Cadillac has been impressive, not to mention welcome for fans of the brand. The designer likened the revered US marque as the “tip of the spear” when it came to pushing the wider group of brands forward. 

Correspondingly, when it came to electrification, Cadillac became the pilot with models like the Lyriq and later, the jaw-dropping, hand-built Celestiq. Even the military hardware-derived Hummer made a comeback in BEV form as the Hummer EV. 

Though Simcoe joked with CDN that GM had too many brands, typical of his occasionally spiky humour, he empowered brands like Buick to up its game, as evidenced by the Wildcat EV concept. He also fermented GM’s return to Europe, opening a state-of-the-art studio in Leamington Spa, England and drafting in respected veteran Julian Thomson to head it.

Simcoe, not a man given to easy praise, would doubtlessly say there is still much work to do across the portfolio but that will now fall to Nesbitt, currently executive director Global Cadillac Design. Under Nesbitt’s tenure, which began just over two years ago, the well-received Sollei and Opulent Velocity were launched, continuing the groundwork set with the Lyriq. Nesbitt is another GM loyalist, and renowned for his work with Chrysler and Chevrolet: the PT Cruiser and Chevy HHB were his. 

Bryan shares my belief in our team’s creative talent… I’m excited to see the next generation of GM Design

GM President Mark Reuss was effusive in his praise of his outgoing creative chief. “Michael is a visionary designer and leader,” said Reuss. “He has elevated automotive design not just at GM, but the world over. Under his leadership, GM Design has created a stunning vehicle portfolio that customers love. His focus on the customer, keen eye for detail, and an emphasis on the future made Michael everything we could have asked for in a chief designer. 

“He also fostered a deep, collaborative relationship with engineering and manufacturing to push the boundaries of creativity and execution. Michael and his team have cemented design as a fundamental competitive advantage for GM.”

“At the same time, we’re thrilled to have Bryan step up to lead GM Design, where he will use his considerable talent and formidable leadership skills to take us into the future,” Reuss added. “He has a long history with all our brands, and a deep understanding of our customers. As seen in his recent work at Cadillac, his design statements are only getting better and bolder.”

Nevertheless, Reuss’ new charge will have his work cut out. Despite strong sales on home turf, GM, like all western OEMs, is facing significant headwinds in China. Design will need to play a role in meeting that challenge but given the demands of that market, it will likely need a tech-led strategy as much as aesthetics and brand heritage.

Michael Simcoe said: “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.”

“GM has some of the most gifted designers and artisans in the world. My job has been to create the environment, and give them the tools to flourish and bring our vision to life. Under Bryan’s leadership, I know GM Design will continue to drive the company forward. He shares my belief in our team’s creative talent and their potential, and I’m excited to see how the next generation of GM Design influences the automotive landscape.”