Jim Dollinger's Plan for a Return to Greatness

[windvale]

The Buickman obviously has a passion, instinct - and dare I say perhaps a genius for his job - selling cars. Problem is, most big US companies don't seem to reward passion...they reward blandness and careerism. It's what's made GM the company it is today.

The companies that do reward passion (Apple computers, etc.) are growing. GM is a corporate glacier retreating to a new ice age.

Sorry Jim, but the Rick looks down his well honed corporate nose at someone like you and see's something between an uncircumcised Philistine and a Neantherthal...

[56 Starchief]

Jim,

As a college student who has followed GM since my first Matchbox car, has had one of their classics in the family for four generations (original-owner '56 Pontiac Starchief, hence the handle) and a new CTS, and has interviewed with GM for a public relations internship (I know people think PR is BS, but PR done right is very effective at bringing a well-run company's story to the people), I must say that I like your plan.

However, as many have alluded to, you need to really tone down your tune and just cut to the facts. I stopped taking you seriously years ago because of your undertones of arrogance, when you really deserve credit for a logical marketing plan.

As Ming noted, product needs to be more thoroughly addressed in your plan. I personally believe Bob, although like anyone has made some errors (STS), has done wonders for the product - product that gets the juices flowing and can stand toe-to-toe with anyone (basically every all-new car they have turned out in the past two years). Product, with the proper funding and the new design renaissance, is wonderful. Details like the CTS "light pipes" and leather-stitched dash are things that make GM cars stand out on the road and in the driver's seat once again, like my old '56.

One problem Ming has also addressed over the years is GM's truck addiction. I know they were late to the party in the 90s (behind Ford), and they were giving people what they wanted and would produce the most profit. I believe that GM, since Lutz, would like to sell small cars here, but due to the high costs of production here in the US as we know, that deterred them for a long, long time. Also, due to poor business decisions, they were backed into throwing money at the 900 redesign to get it out early and get the cash needed from it. And we know how that gamble turned out. The question is, why are they in a corner?

I don't believe Rick is a bad guy, I just believe this company can't be run by financiers anymore. Rick has championed a lot of great product causes, such as the Volt, which promises to change GM's perception and leadership position as the company that literally reinvented the vehicle. The problem is, however, that Rick doesn't have the charisma and cajones to fundamentally shake up the business. He would have been just fine in the glory days, but this company needs a fundamental reworking - aside from the product they have already fixed. You just can't cut yourself to profitability - and that, compounded with bad strategic decisions, brand mismanagement, and bad business transactions have been his major, major flaw that would not have been revealed leading a much more fundamentally strong GM. BMW is run by engineers; this is an engineering company. This company had some of its best years ever when it was run by car guys. The board is actually who I blame the most, for allowing this to get out of control. I think Ford was wise to bring in Mulally - he has done a great job changing the culture and moving forward, considering the mess he has been handed.

We also have to remember, and I am saying this as a PR guy, that you simply cannot believe everything you read - even articles that don't sound biased. No one knows the full story - but what I do know is that Roger Smith, and some of the earlier executives to an extent, started GM down a bad, bad path that required an Iacocca or a Lutz to drive it out.

So what we have learned is:

-GM product is hitting the mark
-GM management would be fine for a smooth ride, but haven't had the talent for the crisis of the past 20 years
-GM management needs to be replaced with true car guys
-GM needs an proven, outsider CEO
-GM directors need to be thrown out like yesterday's trash
-We don't know the whole story, and must express our views that way

Especially heed the last point - I work in the radio business now and I'll tell you the management doesn't take message board posters seriously - especially when they are ranting.

From what I know about the industry, I'm praying for Wolfgang Bernhard and a clean sweep of the board.

[dav305z]

I think this is the first time I've seen your plan in its entirety. Some of it is a bit Detroit-centric (I don't think many spouses will be excited to be pampered in Detroit), but overall, it's a solid plan. It aggravates me that GM hasn't already implemented many of these steps on their own without being told.

You'd probably have more success with GM and LaNeve and such by playing politics and even eating humble pie. First, I would make clear to them and everyone else that your plan addresses the sales/service side. It's not a complete "return to greatness." This isn't a put-down. I agree with you that the dealership experience is critical, and that GM is woefully behind. GM certainly needs someone to focus on the service aspect. Just amke sure you sell it as such. I'd imagine when someone like LaNeve or Wagoner hears you say you have a simple 20 step plan to save the ompany, they're automatically put-off. After all, they have been trying to save the company full-time for 15 years, and know that it is a very complex, difficult issue. In other words, you're probably insulting them.

The only other question I'd have is how you would go about implementing some of these steps. Whenever I complain to corporate about a GM dealer or service experience (and it has been more than once), they reply that they have limited control over what the dealers actually do. So GM can go and design a terrific RWD sports sedan, and price it just right, and then the local Pontiac dealer can raise that price $10k with impunity. How could you twist dealers arms to make the encessary changes in the way they sell cars?

[LAMRONH]

Originally Posted by windvale

The Buickman obviously has a passion, instinct - and dare I say perhaps a genius for his job - selling cars. Problem is, most big US companies don't seem to reward passion...they reward blandness and careerism. It's what's made GM the company it is today.

The companies that do reward passion (Apple computers, etc.) are growing. GM is a corporate glacier retreating to a new ice age.

Sorry Jim, but the Rick looks down his well honed corporate nose at someone like you and see's something between an uncircumcised Philistine and a Neantherthal...

Hey, watch it with the Neanderthal comments. We are an advanced species commonly dissed by the shrunken-head homo-saps who think they're smart just because Thomas Edison harnessed juice. We are the definition of doing more with less. We laid the groundwork for the feeble homo saps.

As I've said numerous times, the most critical shortage and crisis the USA has today is the utter lack of strong, smart, principled leadership at the top.
Top brass don't like innovation, they don't like upstarts, they cannot deal with creativity, they have no balls, and come to them too often with new ideas and you'll find yourself promoted to a basement office a few miles down the road.

Col. (Sir) David Hackworth, aka Hack, knew this and was hated by the brass.
He called the nutless yes-men on the disaster war early on, and the learning curve is still near-horizontal.
Not one top ranking DoD officer or civilian attended his funeral at Arlington when he was laid to rest a couple of years ago.

My own 20 years in the military and 10 years at state agencies showed me again and again that the people who make it to the top are usually more interested in being bosses than in being effective. Suck ups and backstabbers are the first on the promotion list, generally.

In the military, once you make colonel in the officer ranks, or sergeant major (or E-8 in many instances) in the enlisted ranks, IMHO the odds of your being a leader and manager decline to about 5%. You are no longer primarily a soldier, you are a politician.

STEP FIVE: Home Deliveries. We announce an effort of working with our dealers to bring to the customer the vehicle of their choice, directly to their place of employment, or residence. Most customers either dread, or dislike, the dealer experience. Offering this free service would further build goodwill, and lead to customer appreciation. I've made an entire career out of this offering. People absolutely love it, and this is responsible for more sales than anything I've ever done is. Once we begin this process, our competition will probably follow, but hey, we'll be seen as the leader for a change.


The above is just one of Buickman's great ideas. Another is putting some brass--you use an acronym which I don't know the meaning of--on the line at dealerships one day per month in the service writer's booth.
I have advocated putting the brass out in the real world for a long time. Brass should get 3-5 year old GM cars to drive, and they need to get them serviced and fixed at dealerships where they are just another anonymous sucker I mean customer.

Most people hate going to car dealers. As an official automobile addict who used to drive new every year from around 1990 to 2004, I am experienced and I hope a bit savvy in dealing with car dealers. Yet the product-ignorant and BS-filled salesmen still amaze me. During the 90s the Chevy salesmen were the worst. One actually suggested if I didn't like the wing on the trunk, I could remove it, bondo up the holes, and have the trunk repainted. Yes, I think I'll do that to a brand new car.

Whoever mentioned the various con-jobs like a $120 "fuel system cleaning" etc. etc. hit the nail on the head.

A lot of good ideas, here, Buickman. Unfortunately the people making the decisions are not fighting for their lives. They are guaranteed grossly unethical pensions no matter their performance. One other change should be commission-based pay for the BoD and top brass.
Base salary of 30 grand, a percentage of GM's profits on top of that to bring them up to the level of the elites they think they are.
If they get sick of bologna sandwiches, they might consider changing the way they do business.

As it is, they don't feel the consequences of their decisions and actions, so doing things half-arsed is not a problem.

[2002 Caddy]

Originally Posted by dav305z

I think this is the first time I've seen your plan in its entirety. Some of it is a bit Detroit-centric (I don't think many spouses will be excited to be pampered in Detroit), but overall, it's a solid plan. It aggravates me that GM hasn't already implemented many of these steps on their own without being told.

Its even more aggravating when you note that this plan has been around for at least 5 years.

It is an interesting debate... Service vs Product

Keep in mind that you can fix a service problem fairly quickly... In months... maybe even weeks... Product takes time... Years... at GM even Decades

We need to do something RIGHT NOW.

I find it also interesting that many are congratulating Buickman for his new tone... To me, I don't think that his tone is different at all... The return to greatness plan has existed on his web site for years... I know, I read it in its entirety at least 2 years ago.. (even downloaded the Power point presentation that goes with it).

It is INCREDIBLY frustrating that of the 20 ideas over half could be done with ZERO cost to the company. You'd think with profit in the toilet, share price headed for "penny stock" status and market share dwindling year after year, someone at GM HO would have tried ONE idea....

COME ON RICK... try one idea... if it flops, it cost you nothing, and then you can hold you head up and say... See I was right... that guy is a nut...

If it works I'm sure that Jim will let you take full credit for it.

[Rick_VT]

Originally Posted by 2002 Caddy

I love step nine...

I think some GM managers would (should) be shocked at how some dealers treat their customers in the service bays.


I think this would lead to step 21
Require dealers to eliminate BS "up sell" practices on service and maintenance..

NO MORE tranny flushes for cars with 10,000 miles on the odo
NO MORE "tune ups" for cars with electronic ignitions
NO MORE "fuel system cleaners" and "oil" additives
NO MORE bad mouthing GM's OLM
NO MORE vehicle "winterization"
NO MORE re-balancing tires with each rotation.
etc.

This BS Adds up... Sure most customers don't know any better... but when two customers are talking and one says... "It costs $500 a year to maintain my Envoy" and the other says. "Gee I only spend about $32 in oil changes for my 4Runner" That's one customer that GM will never see again.

And add into step 11 Helm Service Manuals on the list of "goodies" for sale with the $50. Kick back.

I can full agree with this one, i have a 97 VT Holden Commodore with the 3800 ecotech, my $300 160,000 service became $550 with a few "extras" that were needed, not bein very mechanical i agreed cause i love this car and want it to last me a while but hate to think they do it just to increase there own profits and not for the benefit of my car or look after me as a valued customer

[Inchworm]

I think its great that Jim's Prozac prescription has finally been filled. With a calmer tone and fewer "I"s (as in me, me me!) in the plan, it comes off as much less arrogant than I perceived it in the past. If Jim and Ming co-authored a suggestion list that included both sales and product ideas, who knows if it might be received with a more open mind at 'The Tubes' downtown?
We can but hope...

[Hitman1970]

In Buickman's defense on his lack of criticism for current products, he is actually responsible for selling these current vehicles. If any of his internet posts contain criticism of the very products he must sell, this will get back to his internet-smart customers. He will then have to overcome his own criticism's to make a sale. Not good business.

[paul8488]

Sure you're sick of hearing it Buickman... but I think that it's so interesting that after months of people going on about how crazy Buickman was, the one time you post something straightforward and rational you get a post full of people responding positively to you! I know you've said that this tactic hasn't worked with GM brass, but if you can get a bunch of gearhead GM fans on a website (people who like any old excuse to get all riled up!) to breathe, relax, and listen to what you have to say, I think that you have to really keep on slugging away as calmly but also consistently as you are here.

I remember a poem from high school English class... I can't remember the title or author or even eactly how it goes... but here's a very quick summary:

A man was on trial for murder.
He screamed at the top of his lungs when he was pronounced guilty.
He wailed when he was handcuffed and put in the police van.
He yelled when he was lead into the prison.
He cried when he heard his cell doors slam shut.
He sobbed when he was told it was time to be executed.
He wimpered when he was strapped to the table.
He muttered when they executioner approached him.
The executioner whispered "it will be over in a second."

I don't know if I'm even close to right... I could very well have butchered the ideas in the poem... but the crux of it was that the most powerful statement was the most quiet.

[01cavalier]

I love seeing none of the hatred/anger toward certain individuals in GM management, no matter who it is. This type of discussion already seems much more productive than any of the bickering I have seen and avoided in the past. I like finally being able to read a good part of the plan, all of the points posted make sense and should be fairly easy to implement, though some really require dealer cooperation, which could cause some problems if dealers are resistant to change. There are a few points I have thoughts on:

I LOVE step 3, when I worked in GM customer assistance rebates and their constant changes was a huge issue and led to many unhappy customers when they bought thinking they were getting a good rebate to only have it change a few days later.

Step 9 is also great, anything that GM does to help management understand the daily operations has a significant impact on business operations. I have seen this in the past with GM’s customer service, though now it is more difficult since a lot of it is no longer in the U.S. Also if GM has stopped doing this, it would do a lot of good to start it back up.

Step 11 is also a great idea, as long as there is GM merchandise that is reasonably priced. It might be a good idea to make it valid at the dealer, that way as long as the experience is positive then they will be more likely to return to the dealer for service, accessories, warranty work and future car/truck purchases.

Step 12, it would work great, though I’d also suggest GM have future models at every car show possible instead of old concepts that people know they will never see in the dealership. That can help build excitement at the more local auto shows.

Step 19 is a great solution to another GM customer assistance problem, not having a clue about where a vehicle is in production or delivery to the dealer. A customer being able to be updated without having to call GM and just be referred back to the dealer would go a long way.

Step 20 is also great, GM does have a lot of people who are truly excited about the product and understand not only the vehicles, but specific features which can be great selling points. I’ve seen these people in action, and also comparing features and/or vehicles to the competition. I have never seen this at a dealership, though saw it a number of times at customer assistance.

[Ming]

Originally Posted by Hitman1970

In Buickman's defense on his lack of criticism for current products, he is actually responsible for selling these current vehicles. If any of his internet posts contain criticism of the very products he must sell, this will get back to his internet-smart customers. He will then have to overcome his own criticism's to make a sale. Not good business.

Touché.

Of course, one could find a way to spin it positive, by focusing on the best product and saying - more of THIS kind of car, please?

I recall Buickman posting that he thought the Rendezvous should have lived longer - that it was a good vehicle with attractive incentives that people came to him asking for. And they got rid of it for the much pricier Enclave, leaving a segment of Buick customers out in the cold.

I agree -- I actually wanted one for my wife, (except for the frou-frou French Bistro name and Fisher-Price dash w/outdated radio unit). The 3rd row, the modern styling on the outside ---- it was a great crossover for the money, especially after they gave it the 3500 V6 upgrade (from 3400).

[scooter10572]

Not to get off the subject but I want too throw in my 2 cents,I have been a flat rate gm tech for about 18 years now and can tell you quality is better in most areas then it was years ago but in some instances problems(known problems) from older vehicle lines are built right into new ones?What sort of engineering is that,engineering for morons?I know that gm has so many problems I could never fix them but I also know when someone has a vehicle then buys a new vehicle and it has the same problems as the last one its not good for reputations of quality.Ive never owned anything but gm and sometimes I wonder why that is?Im very AMERICAN product orientated and would never buy a foriegn piece of ****,but most morons in this country dont see the jobs lost or the people struggling because of foreign products.I believe that one things for sure and thats the old gm aint gonna cut it anymore,its a different ballgame now and the brass had better get their heads out of their asses and rebuild americas greatest auto maker.

[Hitman1970]

Originally Posted by Ming

Touché.

Of course, one could find a way to spin it positive, by focusing on the best product and saying - more of THIS kind of car, please?

I recall Buickman posting that he thought the Rendezvous should have lived longer - that it was a good vehicle with attractive incentives.

I agree -- I actually wanted one for my wife, (except for the frou-frou French Bistro name and Fisher-Price dash). The 3rd row, the modern styling ---- it was a great crossover for the money, especially after they gave it the 3500 V6 upgrade (from 3400).

If they had put a bolder Enclave like skin and a heavily upgraded interior, it could have made it another life cycle IMO.

[Ming]

Originally Posted by Hitman1970

If they had put a bolder Enclave like skin and a heavily upgraded interior, it could have made it another life cycle IMO.

Heck, I would have been happy with a new HVAC/Radio and improved overlay -- a one-piece fit, with no other interior changes. The radio was also pre-MP3, if memory serves, while most other vehicles, even ones with the old radio style, were getting upgraded to MP3. Yes, my 64 year-old father knows what MP3 files are, and wants an aux-in jack or at least MP3 CD capability in any car he buys (he owns more iPod type devices than I do), so no jokes about old people and MP3s.

To Buick's credit, they did try to fix the problem at least on some trim levels with a wood grain dash-kit type overlay. And they got rid of the awful light beige plastic colors that looked like an old Fisher-Price cassette player.

It also had some kind of....WOW...seat covers with little Buick emblems on them... Pretty sure they got rid of that "unique" styling like the did the Aztek patchwork seat fabric that was tossed into the Sunfire...

Ah, but here I am talking product again in a sales thread.

[eaton53]

I think this would lead to step 21
Require dealers to eliminate BS "up sell" practices on service and maintenance..

NO MORE tranny flushes for cars with 10,000 miles on the odo
NO MORE "tune ups" for cars with electronic ignitions
NO MORE "fuel system cleaners" and "oil" additives
NO MORE bad mouthing GM's OLM
NO MORE vehicle "winterization"
NO MORE re-balancing tires with each rotation.
etc.

Hmmm... my GM dealer doesn't do any of this. I've been to Jiffy Lube a (very) few times and they try to sell the crap every time. Ford dealer is hit 'n miss... sometimes does, sometimes doesn't.

Anyway, just say no...