ADVANCED CONCEPT: DESIGN + EMERGING TECH

Cadillac Opulent Velocity‍ ‍Concept

PROJECT TITLE / Cadillac Opulent Velocity Concept Vehicle

COMPANY / General Motors

STUDIO LOCATION / Michigan, US

DURATION/ January 2022 - September 2022

STRATEGIC CONTEXT

Cadillac was repositioning from American legacy to global performance luxury ahead of a defining cultural moment the brand's Formula 1 debut. The Opulent Velocity was the creative proof point of that shift, a physical articulation of where Cadillac was headed and the CMF north star that would carry across the next-generation portfolio.

PROJECT OVERVIEW

The Cadillac Opulent Velocity is an experience-based luxury hypercar concept designed to express the ultimate vision of zero-emissions performance. More than a vehicle, it served as the creative north star for Cadillac's CMF evolution, a physical articulation of where the brand was headed as it stepped into global performance culture.

The project was driven by a clear creative mandate: establish a future-state CMF narrative that could translate from concept through production portfolio, aligning luxury performance, advanced technology, and material innovation across Cadillac's next generation of vehicles.

  • Senior Design Lead - CMF Concept Direction + Brand Vision

    • Defined Cadillac's future-state CMF narrative and creative north star, translating brand repositioning strategy into materiality, palette, and finish direction

      • Led the CMF vision and conceptual development, establishing the creative language for Cadillac's next generation of performance vehicles

      • Guided prototyping and visualization of future-facing material directions, running physical and digital explorations to validate concept feasibility

      • Identified and aligned external cultural partnerships, including collaborators tied to Cadillac's Formula 1 debut to anchor the concept in global performance culture

    • Collaborated with studio, product, research, and external partners to align CMF direction with brand priorities and innovation strategy

    • Defined a future-state CMF north star that set creative direction for Cadillac's next-generation portfolio, bridging performance luxury and advanced technology

      • Elevated Cadillac brand positioning ahead of Formula 1 debut through high-impact cultural partnerships and material storytelling

      • 1:1 physical model and prototypes served as executive alignment tools, accelerating decision-making across leadership, design, and marketing

      • Earned EyesOn Design Award: Best Concept Vehicle Design, validating the creative vision with industry recognition

      • Established CMF frameworks that informed production design direction across subsequent Cadillac programs

1:1 scale prototype model created in-house with fast fabrication, rapid prototype 3D printed parts

above: front 3/4 view with articulating doors opened below: rear view

full size model

signature lighting, rear quarter, roof, door glass and hand applied gradient paint

exterior detail

the interior color, “Selene” complements the vehicle’s bold persona in a metallic dark blue, signaling track performance capability.

interior model

left: rear roof linear pattern aligning to rear seatback embroidery pattern

right: door controls

left: roof panel detail

right: haptic-response controls laser-etched onto soft trim and metal inlay door functions

left: seat metal structure detail trimmed in plant-based textile and signature stitch pattern

right: center console

left: seat detail

right: detail of crystal cut control knob. stitch detail on soft trim armrest