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Center for Creative Studies Transportation Design Completes Program

28 September 1999

Center for Creative Studies Transportation Design Students Complete 11th Annual Steel Industry Summer Intern Program

       Hollywood Influence and Nostalgic Trend Impact Students' Designs

    SOUTHFIELD, Mich., Sept. 28 -- Professional automotive
designers, members of the media and faculty from the Center for Creative
Studies-College of Art and Design (CCS) glimpsed the future of automotive
design today.  Three CCS students unveiled their concept vehicles that were
designed for the 11th annual internship program sponsored by American Iron and
Steel Institute (AISI).
    The premise of this year's design exercise, titled "Hollywood Wheels," was
to develop a contemporary vehicle for today's celebrities while incorporating
cues from the glamorous autos of the 1930s.
    The students, Chiwei Lee, of Midland, Mich., Robert Burns, of Windsor,
Ontario, and Matt Srugis, of Royal Oak, Mich., successfully met the challenge
of designing 3/10 scale model, fiberglass concept vehicles that would appeal
to today's Hollywood stars.
    "A major goal of the 1999 AISI-CCS summer intern program was to develop
exciting automobiles that would entice luxury SUV owners back into vehicles
that are less intrusive to other road users," said Carl Olsen, chairman,
transportation design program at CCS.  "Despite the large size of most
'Hollywood Cars,' these vehicles incorporate the latest developments in steel
technology and offer huge weight savings over the currently popular luxury
SUV's.  This benefits the environment and road safety, a goal worth pursuing."

    Echelon
    Chiwei Lee describes his concept vehicle as, "The ultimate convertible:
big, long and ready to drive with the top down."  The four-seat sedan includes
a modified dual pointed boattail rear end and rounded tail lamps, both popular
in older autos.
    Many factors influenced Lee's final design.  However, the mindset of
today's stars -- to exercise control over their environment -- played an
enormous role.  "It's our job as designers to find out what people really want
in a vehicle," he said.  "There are a couple of key things that are important
to Hollywood's elite.  They want to be seen when the need arises, and hidden
when they want to be hidden."

    l'avenue
    Robert Burns' classic design evokes images of Hollywood's most notable
leading ladies like Audrey Hepburn and Grace Kelly.  "My goal was to try to
bring back a little more glamour to this car," he explained.
    Burns' two-door sedan is slightly nostalgic, but not too traditional.  "I
wanted to combine the best of both worlds," he said.  Burns has achieved this
balance by referencing the past in the side view, and the future in both the
rear and the front ends.

    Affinity
    Matt Srugis' sleek and slender vehicle might best be described in his own
words as -- "ostentatious."  The proportions of the '29 Cord L Phaeton and the
'32 Duesenberg Model J served as guidelines for Srugis while developing his
own design.
    Srugis' design showcases many unique features including flowing side
panels, a fastback and a wheelbase that is nearly 140 inches compared to the
Jaguar XJ8 which has a 113-inch wheelbase.

    "The future of automotive styling is promising with students like these
joining the next generation of designers," said Darryl Martin, senior
director, Automotive Applications, AISI.  "The energy and ingenuity that these
students possess make it a pleasure to be a part of this on-going partnership
with the CCS transportation design program.  We get an early and first-hand
look at how these three exemplary design students can help put great ideas on
the road."
    The Center for Creative Studies-College of Art and Design (CCS) is one of
the nation's leading arts education institutions.  A private, fully
accredited, four-year college, CCS offers Bachelor of Fine Arts degrees in
animation and digital media, crafts, fine arts, communication design,
industrial design, interior design and photography.  The college also offers
non-credit courses in the visual arts through its continuing and community
education program.  CCS is located in Detroit's Cultural Center where it
provides a challenging learning environment in which students explore issues
of art and design while preparing for careers in the professional world.
    The American Iron and Steel Institute is a non-profit association of North
American companies engaged in the iron and steel industry.  The Institute
comprises 47 member companies, including integrated and electric furnace
steelmakers, and 178 associate and affiliate members who are suppliers to or
customers of the steel industry.
    The Automotive Applications Committee (AAC) is a subcommittee of the
Market Development Committee of AISI and focuses on advancing the use of steel
in the highly competitive automotive market.  With offices and staff located
in Detroit, cooperation between the automobile and steel industries has been
significant to its success.  This industry cooperation resulted in the
formation of the Auto/Steel Partnership, a consortium of Chrysler, Ford and
General Motors and the member companies of the AAC.
    This release and other steel-related information are available for viewing
and downloading at American Iron and Steel Institute/Automotive Applications
Committee's website at http://www.autosteel.org .
    Automotive Applications Committee member companies:

    AK Steel Corporation
    Bethlehem Steel Corporation
    Dofasco Inc.
    Ispat Inland Inc.
    LTV Steel Company
    National Steel Corporation
    Rouge Steel Company
    Stelco Inc.
    US Steel Group, a unit of USX Corporation
    WCI Steel, Inc.
    Weirton Steel Corporation