When every auto critic questioned whether American consumers would buy the bold, in-your-face, rear-wheel-drive Chrysler 300, especially in snowy climates such as the Midwest and Northeast, Chrysler’s executives ignored the critics and continued on their path to build such a vehicle.
Fortunately for Ralph Gilles, the 36-year-old, one-time college dropout and lead designer of the ultra-popular 300 for the Chrysler Group, the American buying public stood in line to snatch-up all of the vehicles that were available and ignored the critics too. Prior to the launch of this vehicle, Chrysler was bleeding red, with a $637 million loss in 2003. Gilles’ design influence helped put the company back in the black. The company posted a $1.9 billion profit in 2004 while many of their domestic competitors have been struggling since to improve their designs and profitability.
Because of Gilles’ design, celebrities from radio and TV personality Tavis Smiley to world renowned Atlanta-based prosperity minister Creflo Dollar to rapper Snoop Dogg are all tooling around in the new American icon. Gilles was also responsible for the Dodge Charger and making the station wagon cool again with the Dodge Magnum. Obviously, Gilles has become a star in his on right.
Maybe Chrysler’s advertising agency should consider having Lee Iacocca, the former chairman of the Chrysler Corporation and one of the key designers of the original Ford Mustang, and Gilles in a commercial together. Both have been responsible for infusing life again into this company (Lee saved the company from bankruptcy in the late seventies.) This would have probably been a better fit than the partnership we saw with Snoop and Iacocca in TV ads during Chrysler’s employee pricing promotion last summer. Moreover, Gilles has received numerous awards and accolades for his design influence.
Recently, Jeffcars.com caught up with one of the hottest car designers in the world to pose a few questions.
J: Hey, Ralph, tell our readers how and at what age did you become interested in the field of automotive design?
RG: Ever since I was a kid, I would modify pictures of cars in ads or books. The vehicles of the 1980's were, for the most part, in a dire state, so my curiosity and love of vehicles helped me to sketch and change things -- at least where I could.
J: When you were charged with the task of designing the 300, were you expecting the vehicle to be a home run and revolutionize the Chrysler Group?
RG: There was a very talented team that spent years honing and refining what the 300 would ultimately become. Our motto and mantra is to never let up, never accept tepid designs and to make bold decisions based on "educated risks." The 300 was one of those risks -- understanding that rear-wheel drive creates a certain proportion that does not exist on front-wheel-drive; that cars that look purely and unapologetically American are respected and finally, that bold design that creates extreme love reactions and extreme hate reactions can cause a strong passion that makes a difference in the industry. We're proud of the reaction but we are never satisfied. More to come is all I can say!
J: At a time when the domestic automakers are suffering with what some critics and industry analyst are calling stodgy designs and financial woes, as a person of color, how does it feel knowing that your design influence with the 300 has helped to revive the Chrysler Group?
RG: I am honored and humbled to have been told by so many young people and people of all colors that I'm an inspiration to them. I sometimes don't know how to react to it because, really, I'm just doing something I love and feel passionate about.
J: What are your current vehicle projects? Are there any projects forthcoming with your sister division, Mercedes?
RG: I was recently promoted to vice president of the jeep, truck and component studios, meaning I work with the design teams that create those vehicles, as well as the components (radios, vents, AC) that are in those and others. I can't discuss future products in any of those areas for competitive reasons, but I can say it's very exciting to work in areas that have been so critical historically with our company's success. Jeep is an icon; the Ram Trucks, Durangos and Nitro are part of a change in how trucks are used and perceived. It's a very exciting time. As to Mercedes, we do throw ideas back and forth, but we are very aware that brands must stay separated and pure. My primary work is always the Chrysler Group -- Jeep, Dodge and Chrysler products.
J: Is there anything in particular that helps to influence you when you’re in the design studio: culture, music, video games, politics or sports?
RG: To a designer, you are a sponge of influence. You absorb everything from buildings to furniture to fashion to products. I'm a huge reader of all types of magazines, and you look at the ads, the products and use that -- whether you do it knowing you are doing it or not! -- to apply it to your work. We are constantly learning and constantly improving.
J: Like Tiger Woods has done for golf, you have exposed minorities to another field in the automotive industry. With that said, what would you suggest to minorities that are interested in designing vehicles for a major automaker?
RG: Honestly, my advice first is that there are no such things as barriers. I thought there would be when I first started, but there really aren't. If anything, your color makes you that much more noticeable. It can be to your advantage in some way. And of course, identifying the right design school. There are four or five design schools across the U.S. that have an automotive or transportation design program. The Chrysler Group recruits from several of these schools each year.
J: When people of color realize that you were responsible for shaping the design of the 300, can you think of any memorable comment or reaction you would like to share with our readers?
RG: Wow, I've had several great moments where I've had to pinch myself. However, one of those first moments was when I met Matt Frazier, a young high school student from New Jersey. Matt and his parents arranged to meet me during a break while I was working on another project in New York. On the streets of New York, he showed me his portfolio; we talked about car designs and his future. It was awesome to see this young brother so serious and excited about car design. It reminded me so much of myself at that age. At the same time, it was very humbling and overwhelming to be in that moment because his eyes looked up to me like a hero. It was unforgettable!
J: When it is all said and done, what legacy would you like to leave in the automotive industry? And in life?
RG: For me personally, as a designer, hopefully a handful of cars that are household names and permanent punctuation of our popular culture. Like the PT Cruiser, Viper, Wrangler, Ram, minivan and the 300 ... I would like to help Chrysler be truly a world renowned product supplier. I want every designer or “wanna-be” designer to want to work for us! Also, to be the best father and husband I can be and to be a positive role model for designers of all colors and cultures. I just want to make a positive difference with my team members.
J: Thanks, Ralph. We know you have a bright future ahead of you.
There are very few minorities in the field of automotive design today. An article that appeared in The Detroit News on March 12, 2006 revealed that the major design schools are producing literally only a handful of minorities. Thus, this means that the major automakers are having difficulty diversifying their design studio teams. The NAACP, actor Terrence Howard, Gilles and DaimlerChrysler, the Chrysler division parent company, partnered together to design a Jeep Commander with an urban flair.
The vehicle was auctioned on eBay. All of the proceeds from the sale went toward creating a scholarship fund at the College of Creative Studies in Detroit -- Gilles’ alma mater and where he teaches part-time -- to benefit minority students to study automotive design. In case you didn’t know, the average first year automotive designer can start out making $60,000.
Like Ralph Gilles, you too, or someone you know can also become a beacon of light for the community. Who knows? With all of his talents and skills, Gilles could possibly become the first person of color to run a major automaker.
Jeff Fortson is an Atlanta-based automotive consultant who holds a car-buying workshop to aid women and minorities with financing, purchasing and servicing their vehicles. He is also the editor of www.jeffcars.com, a car-buying educational Web site for minority consumers.
