Car design is a niche industry, yet it’s rare to witness one car manufacturer superimposing over another’s vehicle. Specially after sharing a series of design illustrations for the new GMC Sierra EV, the GM DesignInstagram accountced received backlash for using a Rivian image as a foundation in one of the illustrations. The sketch, now removed, displayed a concept design of the Sierra EV with a backdrop and certain elements resembling a Rivian R1T.
Clearly, this is an early-stage illustration in the design process. It’s rudimentary, presenting just enough detail to convey the aesthetic concepts. The significant blunder here is posting such an image openly online, which has stirred discontent among viewers.
To clarify, using such sketches is not uncommon. These drawings are typically created early in the design process to outline initial ideas, obtain feedback, and refine the design further. In this case, utilizing a Rivian as a template was a matter of convenience. A designer wanted to experiment with the rear end aesthetics and used the R1T as a base. This method is quicker and more convenient than starting a rendering from scratch, which could be a time-consuming process. Employing a live template like this allows the designer to visualize the truck in a realistic setting, aiding in grounding the design.
As previously mentioned, the real misstep here was sharing such an early development illustration online. Usually, the design renderings presented to the public are from later stages in the design process or even created after the final design is settled, resulting in a more refined and polished appearance.
A spokesperson from GMC mentioned that the design was not meant for social media: “The GM Design Instagram channel aims to provide followers with an insider’s view of the new product design process and the creative teams behind it. Often, these posts showcase sketches used internally within the design studio during the development process. The specific sketch in question was intended for internal use only and was published without the necessary approval. It has now been removed from the GM Design Instagram page.”
Therefore, while sharing this online was ill-advised, there is no design infringement happening here, just a lapse in judgment.
Update: This story has been revised to include input from GM.
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