One of the most well-known General Motors design concept models created under Harley Earl’s direction was the 1955 GMC L’Universelle show van. The name “L’Universelle” is French for “The Universal.” This model was featured in the Motorama shows of the 1950s, generating significant excitement among attendees.
The L’Universelle featured futuristic design elements that were also incorporated into the 1955 Chevrolet Nomad production model. The GM Motorama shows were a significant part of the culture at the time, attracting widespread interest from Americans. The Motorama caravan included 99 trucks, 1,183 crates, and 350 full-time employees.
The L’Universelle concept model was developed under the direction of Charles Jordan, a skilled automotive and truck designer. Having worked in the GMC studio, Jordan became one of GM’s youngest designers, contributing to several successful projects in the 1950s. The L’Universelle project began with a box-shaped design, featuring the engine positioned at the front, followed by a spacious interior for the driver and cargo. The interior layout was structured around the engine, creating a separation between the cargo area and the driver’s cab.
Jordan, along with several other GM design team members, developed a monospace form featuring large chrome bumpers and a compact style. Some automotive historians have noted that the L’Universelle show model had a distinct character line that wrapped around the front, extended along the sides, and curved down toward the rear wheels. The model also featured a panoramic windshield, a design that gained popularity in many 1950s vehicles. The front-end styling resembled that of passenger cars, while the show truck included twin side doors that could open in a gullwing fashion for the driver and passengers.
General Motors referred to the L’Universelle concept model as “A Dream Truck” under the GMC Truck & Coach Division. During the 1950s, GM focused primarily on automobiles, producing very few show truck utility vehicles.
Philip Monaghan, the vice president and general manager of the GMC division at the time, was also involved in the L’Universelle project. He stated, “The basic design of the L’Universelle is a panel delivery; minor manufacturing changes can convert it into a small bus, taxi, station wagon, or sportsman’s car.”
Although the concept truck debuted at the 1955 Motorama show, it never went into production. However, the L’Universelle concept influenced Chevrolet truck designs in the 1960s. The Chevrolet Greenbrier Corvair, the brand’s first passenger compact van, adopted a lower interior space design for improved passenger comfort and safety, a feature derived from the L’Universelle.
The GMC L’Universelle was an eye-catching show vehicle that attracted significant consumer interest in the 1950s. Some automotive historians have described the front-wheel-drive show truck as the standout model of GM’s 1955 Motorama show. Following the success of previous Motorama events at the Waldorf Astoria Hotel in New York City, GM continued to introduce innovative designs that remain a topic of discussion among enthusiasts today.