The Wall Street Journal recently published an in-depth profile of GM’s CEO Dan Akerson.
The story begins with the reporter going for a ride with Mr. Akerson in his Chevy Volt. He was delighted at showing off that he had driven 461 miles in the car only having used 1.2 gallons of gas.
It is repeatedly noted that Akerson is ”not a car guy” just like the CEO before him, Ed Whitacre, who stepped down instead of making a log-term commitment to the company.
Akerson used to be the CEO of Nextel where he pushed the envelope engaging in all out marketing to propel new products, like he did with the push-to-talk feature popular at the time.
He sees GM in need of changing its product development stance. “See this can?” he said to the reporter, raising a Diet Coke. “It’s a consumer product. GM has to start acting like a consumer-driven, not engineering-driven, company. We sell a consumer product—our can just costs $30,000.”
A former Naval officer, Akerson took the job at GM as a “service for my country.” In fact, he forfeited $100 million in future pay at his position in the Carlysle group to do so.
Akerons is interested not only in a heavy marketing approach, but a strong global perspective. Illustrating this, he was recently shown GM’s upcoming portfolio and was concerned it was too focused on North America. “One of three people on this planet lives in China or India—we need cars for them,” he said. He then ordered up a new inexpensive car model for rural China.
Akerson has pushed for simplification of GM’s existing engine profile. He was concerned about why GM has so many different engines. “Why do we have 18 types of engines? We have only four brands,” he said. After at first trying to explain to him why, soon thereafter VP Tom Stephens relented and now GM will only offer 12 engines by next year.
Akerson is big on electrification, and is already actively studying methods for the company to expand Volt production volumes. He wants “more, faster” with respect to the Volt because “it’s a place where Dan believes we have a lead,” said GM vice-chairman Stephen Girsky.
Finally the story nonchalantly confirmed GM has a Cadillac plugin hybrid under production. Apparently Akerson was for some reason considering canceling the program when company insiders pushed for him to see the car which was then under development in the design studio. After that “he later agreed to continue production,” writes the Journal.
When the Detroit Auto Show opens its doors to reporters tomorrow, Akerson will take the spotlight as a non-car guy at the wheel. We shall see what interesting news develops.
Source (Wall Street Journal)





























