Why Did General Motors Open a Design Studio in the UK When It Sells So Few Cars in Europe?
It’s a fair question. On the surface, it almost seems like a mismatch—General Motors, a company that’s largely stepped back from the European market, quietly setting up a cutting-edge design studio in the British countryside. But dig a little deeper, and the logic starts to reveal itself.
GM’s new European design base sits on Ashbourne Drive, just outside Leamington Spa—a location better known for its leafy calm than for automotive innovation. Yet this is no ordinary industrial park. The studio itself is a modern marvel: 25,000 square feet of open, flexible space, flooded with natural light and designed to spark creativity. There’s even a high-walled yard with its own tarmac, so designers can see how their creations look in the real world.
So why here, and why now? According to Julian Thomson, the studio’s director and a veteran of Lotus, Volkswagen, and Jaguar Land Rover, it’s all about perspective. “It’s no longer good enough to design cars for one territory or another,” he says. “Your designs must be understood everywhere.” In other words, GM wants to tap into Europe’s deep well of design talent and diverse viewpoints—something you just can’t replicate by staying stateside.
What Makes the UK Studio Different From GM’s Other Global Design Centers?
GM isn’t new to global design. The company already has studios in Detroit, California, South Korea, and China. But the UK studio brings something unique to the table: a blend of British ingenuity, European sensibility, and a dash of irreverence.
Thomson was given a blank slate—he could have set up shop anywhere in Europe. But he chose Warwickshire for its proximity to other top design studios and a rich pool of local talent. The result? A handpicked team of 35 designers, engineers, digital artists, and clay modellers, many of whom Thomson knew personally from previous roles.
What’s striking about the studio isn’t just the architecture or the technology (though the automated milling machines that can sculpt full-size car models overnight are impressive). It’s the culture. The space is warm, inviting, and intentionally non-corporate. Thomson designed the layout himself, drawing on years of experience and even advice from friends over a pint at the pub. The goal: foster creativity, encourage collaboration, and make everyone feel invested in the process.
How Does European Design Influence Iconic American Cars Like the Corvette?
One of the studio’s most high-profile projects so far has been a concept for the next-generation Corvette—specifically, the C10, which will follow the soon-to-be-launched C9. This wasn’t just a styling exercise. It was a chance to reimagine what an American icon could be, seen through European eyes.
There’s a delicate balance here. As Thomson puts it, “When we did the Corvette, some people thought we would just do a European car with a Corvette badge on it. But that would have completely missed the point.” Instead, the team focused on what makes American design resonate globally—optimism, confidence, a sense of entertainment—and filtered those qualities through a European lens.
It’s not about diluting the brand’s heritage. It’s about adding freshness and nuance, making sure the Corvette feels relevant not just in the US, but everywhere. And the feedback from GM’s US headquarters? Overwhelmingly positive. The UK team’s concepts have already influenced the direction of the upcoming C9.
Why Does Diversity in Design Matter So Much for a Global Brand?
If you’ve ever wondered why car companies obsess over diversity in their design teams, here’s your answer. When you’re creating vehicles for a global audience, you can’t afford to get stuck in a single mindset. Having designers from different backgrounds, ages, and cultures means you get ideas that challenge the status quo.
Thomson is adamant about this. “If you had a studio in just one area, you would get a very strong viewpoint reflecting specific trends, aspirations, lifestyles. GM knows this, and it knows it needs to gather influences from Europe. That’s why we’re here.”
He’s seen what happens when teams become insular. At Volkswagen, he recalls, 18 full-size Passat concepts were presented at once, most of them playing it safe, trying to guess what others would do rather than pushing boundaries. At Jaguar, the refrain was often, “That’s not a Jag.” Thomson’s approach is different: involve the whole team, encourage debate, and never settle for the obvious answer.
What’s It Like Working in a Studio Where the Goal Isn’t Always Production?
Here’s something most people don’t realize: not every car that gets designed is meant for the showroom. In fact, much of the work done at GM’s UK studio is about exploring ideas, testing boundaries, and influencing future models—sometimes in subtle ways.
Thomson embraces this ambiguity. “We need a certain naivety to be valuable,” he explains. “We don’t know what a [Chevrolet] Silverado is like the Americans do. It wasn’t bred into us. We have an impression, but that’s a different thing. Our value, part of our brief, is to play the role of the customer and look at the product with fresh, questioning eyes.”
It’s a refreshing perspective. Rather than chasing short-term wins or trying to “beat” other teams, the UK studio is focused on stretching GM’s thinking—sometimes even shocking their colleagues in Detroit, but always with the goal of making the end product better.
What Does the Future Hold for GM’s European Design Studio?
Will we ever see a car designed at Ashbourne Drive on the road? Maybe, maybe not. And that’s okay. For Thomson and his team, success isn’t measured by how many of their sketches make it to production, but by the influence they have on GM’s global lineup.
Already, the studio’s fingerprints can be seen on upcoming models, from the Corvette to Cadillac’s electric vehicles. And as the automotive world shifts toward electrification and new forms of mobility, the need for fresh ideas and diverse perspectives will only grow.
The Takeaway: Why This Quiet Studio in the British Countryside Matters
In an industry that’s often obsessed with tradition and incremental change, GM’s UK design studio is a breath of fresh air. It’s proof that great ideas can come from anywhere—and that sometimes, the best way to honor a brand’s heritage is to challenge it.
By bringing together a diverse team, fostering a culture of creativity, and giving designers the freedom to experiment, GM is positioning itself for a future where cars aren’t just built for one market, but for the world. And if you ever find yourself driving through Warwickshire, don’t be fooled by the quiet streets. Behind those high walls, the next generation of automotive icons might just be taking shape.