Why Did Top GM Designer Leave?
July 02, 2007

If the auto industry does not involve more women in its product decisions, it risks becoming irrelevant, French-born Anne Asensio, a former designer for General Motors and Renault, told the Automotive News Europe Congress in Prague last week.

“The industry doesn’t need cars designed for women but by women,” she told the gathering as reported by the sponsoring publication.

On the face of it, her comments were predictable and hardly new. However, they are curious in terms of their timing.

French-born Asensio recently resigned -– ever so quietly –- from GM, and there’s lots of buzz about why.

The official reason given for Asensio’s departure was that she wanted to return to her homeland of France so her teenage son would have the same opportunity to attend a French high school as her older daughter had.

But few believe that’s the whole story.

I ran into a very relaxed, even jovial Asensio dining at a local restaurant with her husband and two children recently. She offered no explanation and provided no clue on her plans.

Maybe I’m reading too much between the lines, but her comments to the Automotive News Europe Congress cause wonder. Were they not only directed at the entire industry but more specifically to GM. Could it be GM didn’t do the job of retaining such a top talent as Asensio? Was she not given say in product decisions? Or, as some insiders speculate, was she fed up that she was passed over for promotion -- by men?

GM Design Reorganizes, Shifts Leadership Spots

Indeed, her departure coincided with a reorganization and leadership change in GM’s global design staffs in May. Perhaps the reorganization took into account her plans to return to France –- or maybe they froze her out, prompting her decision to leave.

Most notable of the leadership moves was the appointment of wunderkind Bryan Nesbitt to the new position of GM vice president of design for North America, causing speculation that he is the heir apparent to design chief Ed Welburn.

Nesbitt came on board GM about the same time Asensio did. Like Asensio, Nesbitt was the subject of a high-profile theft of design talent. GM stole Nesbitt from Chrysler, where he’d done the famous PT Cruiser. His first GM job was head of Chevrolet design, where he styled the retro-looking HHR, similar to the PT Cruiser. Nesbitt then received a huge promotion as executive director of design for GM Europe.

Also being brought back from overseas in the recent round of promotions is David Lyon, who had been executive director of design for Asia Pacific, to executive director of interior design for North America, reporting to Nesbitt;

Other leadership changes include:

* Mark Adams, from director of exterior design for GM Europe to GM Europe vice president of design, essentially replacing Nesbitt in Europe;

* Michael Simcoe, from executive director of body on frame integral, to executive director of exterior design for North America, reporting to Nesbitt;

* David Rand, from executive director of interior design for North America, to executive director of global advanced design;

* Kenneth Parkinson, from executive director of body on frame architectures, to Asia Pacific vice president of design, replacing Lyon.

Asensio Arrives at GM With Hoopla

While her departure from GM was a quiet one, Asensio’s arrival to GM was greeted with much hoopla. She was among the few female car designers and the elite who rose to the top ranks, especially in the European auto industry.

Her talent had been widely hailed. At French automaker Renault, Asensio had been part of the Renault Design team that achieved great success with the Megane Scenic minivan, Clio subcompact and Twingo minicar. All were critically acclaimed, innovative and commercially successful designs.

At GM, Asensio joined GM as executive director of interior design and, upon her departure, was executive director of design interior design, quality & brand character.

She played a major role in GM finally making vast improvements in the design and quality of its vehicle interiors as well as further separating its brands. She was involved in extremely important concept and production vehicles, most recently as manager of the design team that created the Chevrolet Volt plug-in hybrid.

Asensio racked up a long list of awards along the way. In 1997, Automotive News named her Automotive Woman of the Year and recognized her again in 2000 as one of the top 100 women in the North American automotive industry. Fortune magazine featured Asensio in an article published in May 2001 titled "25 Rising Stars," which highlighted next-generation global leaders all age 40 or younger. Also in 2001, Crain's Detroit Business named Asensio to its list of "Michigan's Most Influential Women."

Posted by Michelle Krebs at 7:29 AM under GM , Personalities , Rumors | Comments (0) | digg this | Seed Newsvine