Former GM Design chief and consummate car guy retired in 2004 and continues to design head-turning cars
Wayne Cherry with his VSR Sports Rod at Meadowbrook Concours
Wayne Cherry’s career at GM spanned 42 years and he was elected vice president of Design in 1992. When he held the top design job at GM he was ultimately responsible for Cadillac’s new “art and science” design philosophy that incorporated sharp, sheer forms and crisp edges. Between 2000 and 2003, GM Design produced some of Cadillac’s most memorable Concepts: IMAJ, VIZON, CIEN and the luxurious and powerful 1,000 horsepower, V16 Cadillac SIXTEEN.
Following in the footsteps of legendary GM Design VPs Bill Mitchell whose thing was fast Corvettes and motorcycles and Chuck Jordan who owned the latest and greatest Ferraris, Cherry has always owned serious enthusiast cars. When he retired, his personal toys included a coachbuilt, Mulliner-bodied Rolls Silver Cloud I convertible, Ferrari 275 GTB4, Vauxhall EQUUS Concept and the first production (#1) Chevy SSR. The Silver Cloud has been sold to make room for his take-no-prisoners, Cadillac 6-LiterV-Series powered VSR Concept Sports Rod.
It should be noted that Cherry’s successor at GM Design, Ed Welburn, is a serious car guy as well and can be seen driving his yellow ’69 Camaro that had been used in numerous promotions during the introduction of the new Camaro. He likes fast cars and also drives a ZR1 Corvette and V-Series CTS.
Cien Concept with Cadillac LMP racecar at LeMans
As a boy growing up in Indianapolis, Cherry attended the first Indy 500 after World War II. His father worked as a volunteer lap counter and timer, which gave Wayne the chance to visit Gasoline Alley and see the cars and drivers up close.
In his teens, Cherry built a small-block D/Gas '55 Chevy that was very successful on local drag strips. A portfolio of car sketches helped him gain admission to the Art Center College of Design in Los Angeles, where he earned a scholarship that led to a bachelor's degree in industrial and transportation design.
After graduation in 1962, Cherry joined GM's advanced design studios and the teams that designed the landmark 1966 Oldsmobile Toronado and the first Chevrolet Camaro.
Wayne Cherry's passion for sports car racing began during his college years in California but while in Michigan, he began to race sports cars at Waterford Hills. His 400-horsepower VSR Sports Rod showcases his love for both hot rodding and sports cars.
In 1965 Cherry transferred to Vauxhall in Luton, England. One of his first assignments was leading the design of a new sports car, the XVR, for the 1966 Geneva motor show. Later his work included the highly acclaimed SRV, and EQUUS concepts. In 1970, Cherry was appointed assistant design director at Vauxhall/Bedford, and five years later he became director. Cherry headed a number of aero-concepts on production vehicles, including the BLACK MAGIC, SILVER ARROW and the SILVER BULLET.
Cadillac 400-horsepower V8 powers the VSR Sports Rod
Cherry returned to Michigan in 1991 and, after a brief stint directing the Chevrolet/Geo studios, he became vice president of design, and reorganized Design Staff by replacing 27 exterior, interior, and advanced studios with eight brand character centers and the first of four large production-studio complexes. Cherry also established GM's Corporate Brand Center, a state-of-the-art digital studio and two virtual reality centers, and increased GM's advanced design emphasis by setting up advanced studios in Los Angeles; Coventry, England; and Warren, Michigan.
Cherry's greatest achievement may have been the bold new vision, identity and design for the renaissance of Cadillac.
"Cadillac's bold, angular design direction initially was seen as risky, but has proven to be highly successful and exactly what Cadillac needed to re-establish itself as a leader among the world's luxury marques," said GM’s Bob Lutz. "Wayne Cherry's dramatic designs deserve much of the credit for bringing Cadillac back to prominence."
From 1999 to 2004, GM unveiled more than 40 concept cars and trucks around the globe, including the Pontiac Solstice roadster and coupe in 2002, and the
Cadillac Sixteen.
GM Design's spectacular 1,000 horsepower Cadillac Sixteen
"The Sixteen is a fitting crown to Wayne's career: Bold and dramatic, yet graceful and beautiful," Lutz said. "It used the language of design to make a strong statement that Cadillac is back."
For more information about the Cadillac-powered VSR Concept Sports Rod and W. K. Cherry Design, please visit http://wkcherry.blogspot.com/