In the United States, automotive design reached a turning point in 1924 when the American national automobile market began reaching saturation. To maintain unit sales, General Motors head Alfred P. Sloan Jr. suggested annual model-year design changes to convince car owners that they needed to buy a new replacement each year, an idea borrowed from the bicycle industry (though Sloan usually gets the credit, or blame). Critics called his strategy planned obsolescence. Sloan preferred the term "dynamic obsolescence". This strategy had far-reaching effects on the auto business, the field of product design, and eventually the American economy. The smaller players could not maintain the pace and expense of yearly re-styling. Henry Ford did not like the model-year change because he clung to an engineer's notions of simplicity, economics of scale, and design integrity. GM surpassed Ford's sales in 1931 and became the dominant company in the industry thereafter. The frequent design changes also made it necessary to use a body-on-frame rather than the lighter, but less flexible,[clarification needed] monocoque design used by most European automakers.
In the 1930s Chrysler's innovation with aerodynamics made them launch Chrysler Airflow in 1934, which was quite revolutionary and radical. But lower acceptance of the car forced Chrysler to re-sdesign its later models of 'Airflow' made the industry take note of risks involved in taking major design advancements in short cycles.
One very well known American auto stylist is Harley Earl, who brought the tailfin and other aeronautical design references to auto design in the 1950s. He is joined among legendary designers by Gordon Buehrig, responsible for the Auburn 851 and iconic Cord 810 and 812 (hence also the Hupmobile Skylark and the Graham Hollywood). Another notable designer who had a markedly different style was Chrysler group's designer Virgil Exner, an early pioneer of cab forward (a.k.a.Forward look) design in mid-1950s later adapted by rest of the industry. He is also credited with introducing the pointed tail fins in the 1956 Plymouth Belvedere later adapted by all other Detroit studios. Personal injury litigation had a dramatic effect on the design and appearance of the car in the 20th century. Raymond Loewy was responsible for a number of Studebaker vehicles, including the Starlight (including the iconic bulletnose). Richard A. Teague, who spent most of his career with the American Motor Company, originated the concept of using interchangeable body panels so as to create a wide array of different vehicles using the same stampings starting with the AMC Cavalier. He was responsible for such unique automotive designs as the Pacer, Gremlin, Matador coupe, Jeep Cherokee, and the complete interior of the Eagle Premier.
In the 1960s Ford's first generation Ford Mustang and Thunderbird marked another era leading into new market segments from Detroit. The Ford Mustang achieved record sales in its first year of production and established the pony car segment.
