• USA Today, Tuesday, October 24, 2006 12:15 PM

Some designers think that the three or four chrome-rimmed rectangular holes on the front fenders of a new Buick Lucerne sedan are just plain ugly. But to General Motors executives, they are part of a heritage that goes back to the glory days after World War II, when legendary designer Harley Earl was a font of innovation.

The holes are a prime example of automotive DNA--the enduring, often quirky flourishes that present "a strong statement of what the brand is," says Stewart Reed, chairman of transportation design at the Art Center College of Design in Pasadena, Calif.

Other brands with distinctive DNA include Saab, with ignition switches in the center console, just like the aircraft that the company originally manufactured; BMW, with orange interior lighting; and Rolls-Royce, with its famous angular radiator.

Some brands, however, are still developing their signatures. Nissan has been trying to come up with design "vocabulary" over the past five years, says Bruce Campbell, vice president of Nissan Design America. The goal is designs that are simple and clear.

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