Harley Earl Retires From GM...Again

DETROIT August 30, 2004; For the second time since joining the company in 1927, famed designer Harley Earl has retired from General Motors.

According to Buick Advertising Director Randall Tallerico, the newest round of Buick advertising will feature the division's newest vehicles - LaCrosse and Terraza - and move toward a new product-focused theme.

"Buick's campaign with Harley Earl established a foundation from which to build," said Tallerico. "Our advertising drew consumers in and encouraged them to take a new look at Buick. People are talking about Buick again, and now is the time to make good on promises with new vehicles." According to Tallerico, a new tagline replaces "The Spirit of American Style."

New Buick advertising debuts Sept. 19 on ABC's Emmy Award telecast and will support the launch of the 2005 Buick LaCrosse. LaCrosse -- a premium midsize sedan with a totally new look and a powerful new engine -- arrives at Buick dealerships soon. Tiger Woods will continue as a Buick spokesman in the new creative.

Additional advertising will spotlight the all-new Terraza crossover sport van, Buick's latest entry in a growing truck portfolio. Terraza, also arriving at Buick dealerships this fall, brings a rich blend of style, comfort and elegance to the premium mid-van segment.

Buick advertising in print, on television and on the Internet debuted the week of September 16, 2002. With Harley Earl, Buick reintroduced classic Buick traits of power, comfort and style. Tiger Woods teamed with Earl in a few commercials. In one, Tiger ad-libbed the line, "I see dead people," directly from the movie "The Sixth Sense."

Although he will no longer be featured in Buick advertising, Earl's influence is still visible throughout the industry and especially at General Motors. According to Ed Welburn, GM's vice president of design, "Earl was the father of automotive design and his spirit resonates through everything we create today."

Since the fall of 2002, veteran stage and film actor John Diehl played Earl in the commercials. "This was a dream assignment," said Diehl. "I was used to recognition from my work on 'Miami Vice' and 'The Shield,' but nothing compares to the notoriety from the Buick commercials." Diehl is currently driving a Buick Park Avenue Ultra.

About Harley Earl Earl, whose father was a coachbuilder from Michigan, was born in Hollywood in 1893. After building a successful business that offered custom-made bodies for cars and trucks tailored for Hollywood stars, Earl was lured to Detroit after a meeting on a Los Angeles golf course and was put in charge of what would become GM's Art & Colour Section. His 20-year tenure at GM has numerous design highlights, including tail fins and the first dream car, the Buick Y-Job.

Widely recognized as the father of automotive design, Earl died April 10, 1969, at age 75 in West Palm Beach, Fla.