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Harvard Business Press, October 2008 (Updated and Expanded)
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« Light Friday: Mostly-Movies Edition... | Main | Of Hurricanes' Aftermath, N'Orleans' Levees, Engineers' Efforts »


April 17, 2006

The Lingering Effects of Auto Industry Restructure

By T. D. Clark

Where is the motivation to work hard and dream up innovative car designs? It appears that there isn't any ... a direct reflection of an industry in turmoil and the reason why top talent is migrating to other industries.

Besides a few eye-catching models that Saturn is releasing, word on the street is that the 2006 New York Auto Show was less than thrilling, a direct reflection of an industry in turmoil.

According to a recent BusinessWeek story article, aptly titled "Getting Out of Dodge", it's becoming readily apparent that white-collar jobs are in just as much jeopardy as blue-collar jobs. GM laid off hundreds of managers on March 28, and it appears that the company has only just begun. The following excerpt indicates that morale is way down:

GM Chairman G. Richard Wagoner and Ford Chairman William Clay 'Bill' Ford Jr. exhort underlings to get jazzed about turning their companies around. But the troops are finding it hard to stay pumped. Executives get excited about new car projects only to watch them die before they get out of the studio. Middle managers find themselves reporting to a revolving roster of bosses. Pay, benefits and perks aren't what they were.

So where is the motivation to work hard and dream up innovative car designs? There isn't any, which is why top talent is migrating to other industries.

A rising number of Ford and GM execs are dusting off their resumes. "Not a week goes by without a Detroit executive telling me: 'If you see something outside the industry, I'd love to look at it,'" says Brad Marion, who runs the auto practice at executive search firm Korn/Ferry International. Beyond a shadow of doubt, when the top talent begins to migrate to other industries, it is going to have a negative effect on the bottom line. The former CFO for GM, for instance, recently accepted a gig as CFO for Levi Strauss, snagging a "significant pay raise" in the process. While some of GM's models are selling well, sales are down 5 percent this year and market share is holding off at a stagnant 24 percent due to weak brands like Pontiac, Buick and Saturn.

A recent Fitch Rating forecast says the doom and gloom surrounding the auto industry doesn't bode well for the state of Michigan, Louisiana or Illinois. Some say this is a direct result of bland designs and excessive discounting. I'd say I'd have to agree with them. According to Edmunds.com, an online vehicle information service, Nissan spent an average of $2,314 per vehicle in March. That was less than the average of $3,205 per vehicle at U.S. manufacturers, but almost $1,000 more than Toyota Motor Corp. Nissan's U.S. market share rose to 6.3 percent last year from 4 percent in 1999. At the same time, General Motors Corp. and Ford Motor Co. saw their market share dwindle, and now, of course, both automakers are slashing jobs and closing plants.

---------------

Leave it to the entertainment industry to inspire the next generation of car designers. According to the Detroit News, a charity preview of Pixar Animation's latest release "Cars" got the creative juices flowing for some industry innovators. Hau Thai-Tang, director of Ford's Advanced Product Creation and Special Vehicle Team, said the movie screening served up innovative ideas on how to adhere to a production timeline. The Pixar working environment also gave Hau a lesson in office layout, as he found Pixar's personalized cubicles much more appealing than traditional ones. Only time will tell if these types of forward-thinking strategies will be able to inspire growth and innovation at conservative U.S. automakers.

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2 Comments

tb2 said:

They should be getting excited about those diesel-hybrid show cars, and get on the ball making them!

April 19, 2006 4:50 PM




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