The wonder yet simplicity of XLR, this contradictory DNA seemed the area to mine. Where else were technological wonders presented with effortless simplicity? Only in nature.Under headings entitled Air, Fluid, Gravity, Wood, Metal, and Awe, parallels were drawn amongst XLR’s countless inherent natural elements (a full-page photograph of its interior eucalyptus wood in a page-turn would expose its balsa-wood floor). Dual-printed vellums would help translate some interconnected themes page to page. In the end, nature could even be justified as the inspiration for XLR coming to be.

If successful, the breathtaking experience of XLR would be incarnated on paper.

Senior GM management declared the XLR catalogue not only set a new automotive standard, but a standard of excellence in non-automotive premium publications. A wallop was felt; other GM divisions began using the brochure as their benchmark.

While GM advertising partners are typically adamant about creative control, GM of Canada/McLaren Advertising requested the catalogue’s photographic files to develop their own brochure; the Middle East asked for the complete assets translated verbatim for their books.If emulation serves, domestic competitors and rivals like Infiniti have clearly taken notice of the XLR piece. A catalogue bidding frenzy even ensued on eBay.