1970s
During the 1973-74 energy crisis, which brought on a greater demand for smaller cars in place of the larger cars that had been GM's bread and butter profit machine for decades, Mitchell oversaw the styling and design efforts of GM's downsized full-sized and intermediate-sized cars which were introduced in 1977 and 1978, respectively, some of the last designs that he would lead--and all based on themes first developed in his 1975 Cadillac Seville. However, when it came to compact and subcompact cars, Mitchell reflected that "Small cars are like vodka. Sure people will try them out but they won't stay with them."
Bill Mitchell retired from General Motors in July 1977 after 42 years of service.
Read more about this topic: Bill Mitchell (designer), At General Motors Corporation, Vice President, Styling Section