The Road Ahead: Mary Barra’s Leadership at General Motors
The automotive industry has seen many revolutionary figures at the helm of the biggest automakers – from Lee Iacocca at Ford to Sergio Marchionne at Fiat Chrysler Automobiles.
Since 2014, Mary Barra has taken the wheel at General Motors (GM). Not only was she the first female CEO of a major car company, but also the first auto executive to become the head of one of the Big Three US automakers.
Mary Barra promised to shake up General Motors, and many in the industry have taken note of her tenure, analyzing the ways she’s been shifting the company’s trajectory in the automotive industry. This article will examine Mary Barra’s leadership journey at GM and examine the road ahead.
Her Rise to the Top
Barra began her career at GM in 1980 as a General Motors Institute (GMI) co-op student. At GMI she earned a degree in Electrical Engineering and a Masters of Business Administration at Stanford. After graduation, she moved up within the company, and in 2011 was appointed as its Global Vice President of Human Resources.
In 2014, Mary Barra was named Chairman and CEO of General Motors, making her the first female CEO of a major car company. She would become the first American woman to head a Global 500 company. GM had already been quietly reversing its fortunes in the earlier part of the decade under Barra’s predecessor, Dan Ammann. It saw their worldwide market share reaches its highest point in more than twenty years.
Shifting the Focus to Innovations
When Barra took over the reins in 2014, she shifted the focus from struggling with a legacy industry to courting new technologies such as autonomous driving and electric cars. She reorganized the company’s engineering and product groups to capitalize on this focus, and secured positions for executives whose mandates included working with third parties such as Uber and Lyft to explore new mobility solutions.
In 2016, Barra outlined the company’s revised “Zero Crash” initiative, which focused on advancing the development of autonomous vehicle technology. This initiative has since become one of GM’s top priorities under Barra’s leadership.
A Changing Automotive Landscape
In addition to focusing on autonomous vehicle technologies, Mary Barra has also altered GM’s stance on other elements impacting the automotive industry.
In 2018, Barra announced GM’s strategic alliance with Honda, an experiment that could create an entirely new and unique approach to the automotive sector. This experiment would allow the two companies to share platforms, technology, and production facilities, ultimately working together to reduce costs and increase economies of scale.
At the same time, GM is investing billions of dollars in their new electric vehicles, such as the Chevy Bolt and Cadillac Lyriq. While GM’s initial foray into electric vehicles has been mostly a success, Barra continues to call for more investment and innovation to ensure GM’s long-term success in the EV space.
Barra also pushed for GM to get into the ride-hailing and mobility business. They invested nearly a billion dollars in Lyft and acquired Cruise in 2016, a San Francisco-based self-driving car startup. All of these experiences hone GM’s capabilities in mobility and autonomous-driving technology while creating a shared platform to access the services both companies can provide to customers.
Leadership Style Makes a Difference
Mary Barra is a unique catalyst in defending and redefining the automotive industry, becoming a new model of the modern CEO at a time when business practices vary drastically. Her leadership style is unique in itself and reflective of the changing landscape.
Barra is focused and exacting in her role; her style is focused on challenging the status quo while considering the big picture. She encourages her teams and partners to think collaboratively and expansively to tackle the challenges and opportunities presented by the rapidly changing world.
Barra also values innovation. She knows that success and standing out from the competition require invention and evolving technology. She leads by example, and encourages her teams to take risks, celebrate successes, and learn from failures.
The Road Ahead
Now that Mary Barra’s leadership at General Motors has been established, the future is becoming clearer for the company. Barra is determined to lead GM into a new era of innovation and growth and to ensure the company’s lead in a world that is rapidly evolving.
GM is making significant investments in Autonomous and Electric Vehicle Technology, Mobility Initiatives, and Automation. These investments will have a huge impact on GM’s overall financial performance, and Barra’s leadership is integral in guiding the way.
Autonomous Vehicle Technology
GM has invested billions into automated driving technology, with their self-driving vehicles logging 4 million miles on the road since they began testing in 2017. Additionally, they have recruited an impressive list of partners, including Honda, Lyft and Cruise, with the intention of expanding their capabilities and accelerating progress in the development of autonomous technology.
GM’s investment in autonomous vehicles could be revolutionary for the industry. Thanks to the technological developments of self-driving cars, the traditional automotive landscape may never be the same. As a leader in the development of autonomous technology, GM stands to gain a significant advantage over its competitors.
Electric Vehicle Technology
In addition to autonomous vehicles, GM has doubled down on electric vehicles as well. GM has unveiled its new Ultium platform to produce an all-electric future for the company, as well as its new fleet of electric vehicles.
The Ultium platform is predicted to reduce the company’s platform costs by 50%. This would make electric vehicles more affordable for customers and ensure their place as the future of the automotive industry. GM’s electric vehicles are also more energy-efficient than traditional combustion vehicles, making them attractive from an environmental perspective.
Mobility Initiatives
GM is also making strides towards mobility solutions, such as ride-hailing and other automated services. In addition to their partnerships with Lyft and Cruise, GM recently announced a partnership with Online Security Services Inc. to automate car rental and leasing for fleets in the US and Canada.
GM is also investing in OnStar services that provide drivers with access to a variety of roadside assistance, concierge services, and remote vehicle access capabilities. This investment is an important addition to the company’s mobility initiatives, enabling them to remain competitive in an increasingly technological industry.
Automation
GM’s investments in automation are also changing the automotive landscape. GM is investing in automated production facilities to minimize labor costs and reduce production times. These investments have led to increased efficiency and increased profits as well.
Mary Barra’s leadership is also reflected in GM’s massive investments in automated technologies such as data analytics, machine learning, and artificial intelligence. These advancements are allowing GM to stay competitive in a rapidly changing world and to remain at the forefront of the automotive industry.
Since taking the helm of GM in 2014, Mary Barra has been instrumental in leading the company into the future. Her focus on autonomous cars, electric vehicles, mobility initiatives, and automation have helped GM to remain competitive in a rapidly changing automotive industry.
As GM continues to invest in new technologies and find ways to reduce costs and increase profits, Barra’s leadership remains at the heart of it all. Her eye for innovation and uncompromising focus on the future is setting the tone for the industry in the years to come.
With Mary Barra’s guidance, GM is staying ahead of the curve and the future looks bright.
