General Motors officially opened its new advanced design studio in Pasadena, California, and marked the occasion with reveal of GMC HUMMER X concepts—highly reconfigurable mid-size EVs in both truck and SUV form.
The new campus marks the latest chapter in nearly 40 years of GM Design in Southern California and significantly expands GM’s Los Angeles-area footprint into a modern, fully integrated facility purpose-built for next generation of concept and mobility work.
The Pasadena studio spans 148,000 square feet across three buildings and is fully equipped for full-size clay modeling, fabrication, and immersive digital collaboration.
It is home to about 100 team members spanning design, sculpting, fabrication, and artisan disciplines. Studio’s focus area is on conceptual design studies, which are intended to drive ideation and collaboration across the company as designers look beyond current production programs to envision “what could be.”
Southern California as Source of Design Inspiration
Bryan Nesbitt, VP of Global Design GM, stated Southern California isn’t just a place where they work—it’s a place of unfiltered inspiration. Film, art, architecture, aerospace, technology, and remarkably diverse topography create unparalleled canvas of experiences that drives incredibly unique vehicle culture.
These sources of inspiration influence how designers see the world to envision what mobility could offer 10 to 20 years into the future, exploring new designs, technology, and experiences for GM customers.
Legacy of Design Excellence in Southern California
GM’s roots in Southern California run deep. Harley Earl, GM’s first design director appointed in 1927, was born and raised in Hollywood. He got his start building custom cars for movie stars and went on to pioneer use of clay modeling in automotive design—a practice still central to work done at GM and across the industry today.
GM established its first permanent advanced design presence in Southern California in the 1980s. Over the decades, LA-based studios contributed to boundary-pushing concept work ranging from experimental Corvettes and Camaros to autonomous studies like Cadillac Halo portfolio.
The Pasadena campus is the next chapter in that legacy and is key node in GM’s global Advanced Design network, which also includes studios in Detroit, the UK, and Shanghai.
Leadership Transition and Studio Direction
Hussein Al Attar has been named new director of Pasadena studio, recognized globally for his creativity, curiosity, and commitment to design with real-world impact. He succeeds Brian Smith, who returns to Chevrolet Corvette design team in Michigan after leading Pasadena studio for four years.
Design Philosophy: Courage to Discover
The studio opening was accompanied by reveal of GMC HUMMER X—a pickup and SUV concept reimagining what a vehicle can mean to people who drive it. Brian Smith, outgoing GM Advanced Design Pasadena studio director, stated every great concept starts with a belief: the courage to get lost leads to new discoveries.
The team rallied around working mantra of “Take nothing but pictures, leave nothing but footprints” and let that philosophy guide every decision. That’s not just a tagline—it’s the design brief.
Born from collaboration between GM Advanced Engineering, Advanced Manufacturing, and Advanced Design Pasadena studio, HUMMER X concept, while not intended for production, is a testbed for new technologies, new aesthetics, and new ways to build community around adventure, all centered around sustainability.
Reconfigurability Through Advanced Manufacturing
HUMMER X concept is designed to be configurable—completely and continuously—made possible by flexible manufacturing technology. FLEX FAB enables fast, small-batch, on-demand production, similar to 3D printing but for metal: no specialized stamping tools, multiple designs from same machines.
FLEX FAB unlocked new HUMMER aesthetic: clean, flat-topped silhouette with radiused edges, laser-welded seams, and visible precision bolts. Honest, functional, and unmistakably HUMMER.
The cockpit is equally adaptable, with stackable displays letting drivers tailor their digital experience whether rock crawling, trail running, or cruising highway.
Off-Road Capability Redefined for Mid-Size EV
HUMMER X redefines what mid-size EV can do off-road. Low center of gravity, extreme on-demand acceleration, 35-to-37-inch Goodyear tires, beadlock wheels, Multimatic shocks, removable fender flares, and serious underbody protection give it capability to take adventurers to places most vehicles cannot go.
Community-Centered Design Through Connected Apps
HUMMER X was designed for what team calls the “builder maker”—someone who doesn’t just drive a vehicle but builds it, modifies it, and shares it with community that gets it.
To serve that envisioned customer, Advanced Design Pasadena team conceptualized HUMMER HUB—a suite of connected apps designed to connect drivers and their vehicles before, during, and after every trip. With HUMMER HUB, scout drone can fly ahead on trail, feed real-time terrain data back to vehicle, and land and dock itself when not in use.
Sustainability and Circular Economy Integration
Every material choice in HUMMER X was made with intention. Concept explores mono-materials—replacing adhesives with snap fits and mechanical fasteners—just simple, single materials envisioned to be fully recycled.
Seatbacks, headrest backs, and instrument panel ends are made from recycled car fascias, and parts are designed for easy disassembly so customers can swap, share, and recirculate them as part of community experience, helping create circular economy. Hidden throughout concept are a few Easter eggs: team’s mantra is imprinted in Morse code on floor, and tire treads spell out “the courage to get lost leads to new discoveries.”