A Radical Fix for General Motors
December 1st, 2008Many people want to save General Motors, but no one seems willing to do what is required to make it competitive.
GM is like an aging heart failure patient, suffering from decades of physical abuse that is nearing the end. The medical team has two painful choices: keep the patient alive on life support, or perform radical surgery with a heart transplant.
A $25 billion bailout for GM, Ford, and Chrysler is akin to putting them on life support to stay alive until the money runs out. But it won’t make them competitive.
GM’s problems have developed for fifty years under a series of short-term, financially-oriented CEOs. Instead of staring down the unions and taking a strike, they agreed to expensive employee and retiree health care programs, generous pensions, jobs bank, and inflexible work rules that rendered GM non-competitive.
Employee costs aren’t GM’s greatest problem. The company isn’t making cars the American people want to buy, unless enticed with huge discounts and 0% financing. Over the last four decades GM management watched its share of the U.S. market decline from 53% to 20%. Management repeatedly cut costs – after the fact – but never deep enough to get healthy.
Meanwhile, GM lobbyists opposed every fuel efficiency standard and safety improvement, from miles/gallon improvements to seat belts to catalytic converters to air bags. Yet when GM started losing share, its management lobbied Washington for limiting imports of foreign autos through increased tariffs, only to waste its opportunities by increasing prices and profits instead of investing in competitive products.
In fairness, current CEO Richard Waggoner inherited these problems from his predecessors. But he is not thinking boldly about drastic actions to fix them.
The debate in Washington has been framed in stark terms – bail out General Motors or let the company go bankrupt. The Michigan delegation claims the latter option is untenable to the nation – and it probably is – but a quick fix that doesn’t make GM competitive is equally unappealing.
There is better option, but first the executives, unions, and politicians need to face reality:
- With high employee costs and inflexible work rules, GM cannot compete with Japanese and German producers in their North American plants.
- GM cannot afford seven brands, many of them “look-alikes,” and the advertising, dealers, and service networks to sustain them.
- GM’s products need a massive overhaul to become competitive in fuel efficiency, air pollution, engineering excellence, consumer features, and styling.
- GM needs new management and a new culture.
Here’s my radical proposal for a heart transplant to save General Motors:
- Divide GM into two companies, one called Newco, composed of Chevrolet (including trucks), Buick, and Cadillac.
- Install new management and board of directors from outside Detroit, move the headquarters to Dallas, and create a winning culture.
- Negotiate new employee agreements with wages competitive to foreign producers’ U.S. factories (around $50 per hour), progressive health plans with employees absorbing 25% of costs, and “defined benefit” pensions.
- Retain only GM’s most productive American and foreign factories, operating at greater than 80% of capacity.
- Embark on an aggressive new product development program to make Newco’s autos fully competitive in engineering, features, and styling within five years.
- Commit to fleet average of 40 MPG by 2015 and 50 MPG by 2020, competitive with European standards, with a mix of hybrids, electric cars, lighter vehicles, and efficiency improvements.
- Re-charter the dealer network for these brands with fewer, healthier dealers.
- Establish a viable capital structure enabling Newco to operate with sound cash balances and reasonable debt-to-equity structure.
The residual General Motors would retain the remaining brands, management, employee agreements, factories, and dealers. Management would proceed to liquidate the company, on terms that reasonably protect employee rights, dealer rights, and creditor rights, similar to what a bankruptcy court might offer. When this process exceeds GM’s residual balance sheet, the federal government would fund the balance on a one-time basis.
Who could pull off this radical plan? For starters, the President should appoint an “auto czar” operating under the President’s Economic Recovery Advisory Board. My candidate is former Governor Mitt Romney, who recently proposed letting GM go bankrupt. As CEO of Newco, I would nominate Carlos Ghosn, CEO of Renault, the world’s most successful automobile executive.
Such radical surgery would be difficult to pull off, but it is the only hope to make American automobiles viable in the future. Creating a viable company is a far better solution than Romney’s bankruptcy proposal, or the slow death of on-going “life support” from American taxpayers.
