The new GM will be lean, but will it be green?
Volt-style marketing the future of GM
When GM debuted the Chevy Volt a few years ago, Bob Lutz told the automotive world that GM would handle Volt development in a new way. Volt progress, or problems, would be shared in an open and transparent manner.
Some have called this openness a marketing gimmick designed to create a Toyota Prius-like green halo around GM, without actually having to sell the vehicle. Like it or not, however, this openness is no longer going to be restricted to the Volt. Instead, this openness will be the driver of all GM products and plans according to CEO Fritz Henderson.
The new GM, according to Henderson, will be dedicated “to building on only the very best of our recent progress in fuel efficiency, world-class quality, green technology development and outstanding design.” Moreover, it will begin by “engaging with you, our customers and critics, our partners and champions, who are interested in our progress.”
This morning even President Obama claimed the new GM “will be full of promise”.
Still, while GM should emerge from bankruptcy much leaner, will it really emerge much greener? Without doubt, green technologies are the auto industry’s main buzzwords, but can GM truly derive profit from these green technologies? For instance, if the Volt isn’t going to be profitable for at least another decade, what other green technologies will bring out the “promise” of the new GM?
Hopefully, if GM lives up to its new promise of openness, we’ll soon learn just how GM plans to turn green technologies into a viable game plan for the future.
