General Motors Design’s official Instagram account posted a few sketches of the new GMC Sierra EV, but one of them looked suspiciously like a photo of the Rivian R1T. Further examination shows that the designer not only borrowed the realistic background from the photo, but used the rival pickup truck as the basis for his GMC-branded sketch.
The embarrassing bug came into view among many Instagram users, with one of our readers adding that he took a screenshot before the rendering was removed from the photo set, after GM knew of the bug.
Read: Ford designer mocks GMC for ‘borrowing’ Sierra EV infotainment design
The comic strip in question was created by Thomas Bergeron, who works as a design director at GM’s design studio in South Korea. The photo flipped and the color temperature was altered, but those adjustments weren’t enough to hide its origins.
As you can see from the direct comparison, the top component of the rear window, roof, wheels, fenders and profile maximum come directly from the Rivian R1T. Only the vertically fixed LED taillights, top tailgate and thinner rear bumper have been redesigned. to resemble the GMC Sierra EV, although the latter still borrows the Rivian’s styling cues. When zooming in on rendering, photoshop copy-and-paste visual lines are displayed, which looks more like a crude comic strip and less like a polished curtain intended to be used for promotional purposes.
We will have to explain that the production edition of the GMC Sierra EV does not resemble the Rivian R1T and was not designed from this comic strip. It’s also not unusual for designers to begin their comic strips and renderings by employing the proportions of a photo as a reference. While this is perfectly appropriate for the closed doors of design studios, automakers will need to ensure that all hardware used is free of references to their rivals.
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