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Hard times in America and political change in Europe brought new uncertainty but General Motors’ commitment to style and innovation was unabated. GM’s exhibit of a working assembly line and the first diesel-powered locomotive were stars of the 1933 World’s Fair, held in Chicago.

With the nation recovering from the Depression, GM introduced the 1938 Buick Y Job, the industry’s first concept car and a bold statement of confidence in the future. The Y Job was itself a laboratory of new technology and design and set the benchmark for future design trends.

After signing the industry’s first agreement with the United Automobile Workers of America (UAW), GM soon converted all its manufacturing facilities to wartime production for the Allies during World War II. The company supplied the Allied forces with more goods than any other manufacturer, prompting the management theorist Peter Drucker to later say, "GM won the war for America."

With the return of peace, and with consumers worldwide eager for goods that had been out of reach for so long, GM was soon launching an unprecedented string of milestone new designs such as the 1949 Buick Roadmaster (later a star in the film Rain Man); the Chevrolet Corvette (the world’s first production sports car); the "Rocket" Oldsmobile 98; the sleek Chevrolet Bel Air; and the 1959 Cadillac Eldorado, a symbol of the luxury and prestige that defined the aspirations of the decade.

The Fabulous Fifties have been called the golden age of styling, with GM again setting a standard.

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