By Richard A. Wright
Thomas C. Gale was honored at the 2002 Eyes on Design show at Chrysler Technology Center with an exhibit of concept cars which reflect his styling leadership. He received the 2002 Eyes on Design Lifetime Achievement Award.
Gale is widely credited with playing a key role in strengthening Chrysler when it faced major challenges more than 20 years ago. His creativity and insight are reflected in the wide range of designs from functional K-Car to styling centerpieces such as the Chrysler Concorde and Dodge Intrepid.
Gale joined Chrysler Corp. in 1967 and was elected a vice president in 1985. He retired from his position as a member of the Board of Management, DaimlerChrysler AG, and executive Vice president - Product Development & Design, Chrysler Group, in December, 2000.
Around 1985, with the success of the K-Car behind him and his elevation to vice president, Gale convinced top management to put into effect a "proactive" approach to design by making a third of his staff "advanced product designers". They began to develop a procession of concept cars, many of which found their way into production.
One of the most powerful designs of Tom Gale's leadership was the high-performance Dodge Viper. This is the 1989 prototype Dodge Viper.
One of Gale's team's triumphs was the Dodge Viper. While low-volume, it established Chrysler Corp. as a player in the "super car" game and was an important image enhancement.
"The Chrysler PT Cruiser took the rule book and threw it away," Gale said of the highly successful vehicle with retro styling cues and modern functional design.
Gale says good design is good business. "It's as simple as that, although good design is not simple. Design is a corporate strength. It is a strategic weapon."
Gale has been an active participant in Eyes on Design since its creation 15 years ago. He is also a member of the Board of Trustees of Center for Creative Studies and is a charter member of the National Advisory Council of the Michigan State University College of Arts and Letters.
The first of Chrysler's so-called retro designs was this 1993 Prowler concept car evoking the street rods built on '30s roadsters, which went into production as the Plymouth Prowler.
Richard A. Wright is a Detroit-area free-lance writer. He can be contacted via e-mail at ac8328@wayne.edu
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