Auto industry journalists got the chance to show their snarky streak this week in response to Ed Whitacre’s book, American Turnaround: Reinventing AT&T and GM and the Way We Do Business in the USA. To say that some people are skeptical of Whitacre’s grand claims is being charitable.
Perhaps the most notable (and entertaining) news piece was Bob Lutz’s Forbes piece “How Ed Whitacre Saved GM In Just 10 Months, And Other Fables.” For readers unfamiliar with Bob Lutz’s career, he has a long history with GM. He started his career with GM in 1963 working in sales and marketing positions. He left the company in December 1971 to work in senior management positions for BMW, Ford Motor Company, and Chrysler among others, and he eventually came back to GM in 2001. When he retired in 2010, he was the vice chairman of General Motors.
It is fair to say that Bob Lutz is a man who knows GM from top to bottom, and he has no tolerance for any one person taking all the credit for GM’s turnaround or using it to peddle a simplistic business strategy. In his Forbes op-ed, Lutz wrote, “Ed Whitacre, who served as GM’s chief for exactly ten months…spent much of his time wandering around uncovering employees who were insufficiently entrepreneurial, cautious, or didn’t have enough ‘can-do’ spirit…If you believe any of this, I need to talk to you about ocean front property in Nebraska.”
Thankfully, Lutz takes a break from zingers for a few paragraphs to recognize who he thinks should take credit for GM’s turnaround. He mentions the Obama administration and his “fix-it team” including Steve Rattner, Ron Bloom, and Harry Wilson, and he points out that the recovery couldn’t have happened without their work on the financial restructuring of GM. Even more commendable, Lutz gave credit to the engineers and designers behind the 2009 thru 2012 models, the people who created the products that saved GM. At this point, he delivers a line that really sums up his entire piece. “WE did every one of those winning products for which some 90-day wonders would now like to be retroactively credited.” Ed Whitacre certainly had some impact on GM’s recovery. It would be silly to deny it, but for him to claim the credit for GM’s turnaround without also mentioning these designers and engineers is dishonest and wrong.
Readers, we want to hear from you! Have you read Whitacre’s book? Do you plan on reading it, and do you agree with Bob Lutz’s assessment of GM’s turnaround? Leave a comment below, and let us know what you think!
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