Field of Dreams
By Bob Lutz
GM Vice Chairman
I gave a version of this speech recently at the Amsterdam Motor Show. It explains why, after more than 40 years, I still love this business.
I have been able to work extensively on the two continents I grew up on, and I’ve worked for many of the world’s major automakers. And from day one, I knew that’s what I wanted to do.
For one very simple reason: This industry builds dreams…dreams fueled by excitement, fun, inspiration and passion — the themes of this year’s Amsterdam Motor Show.
And I have always felt all of them, both on a professional and personal level.
From a very young age, I began to feel the pull of the automobile. I was so taken with the sight of them, the sensation of speed, the sounds, the smells. I knew that whatever I grew up to be, I would always have these wonderful machines nearby.
Speed machines…four wheels, two wheels, the kind that could fly, or zip across a lake…if they had motors, I loved them all. These machines fueled my dreams.
And not just the ones I saw at night with my eyes shut.
See, there are two kinds of dreams: the dreams you dream, and the dreams you live.
The dreams you dream are what fill your head when you’re asleep. They can be about anything – it’s out of your control.
The dreams you live…that’s different. They’re the stuff you daydream about when you’re young, and eventually you figure out a way to make them reality, if you want it bad enough and work hard enough. Those dreams become goals.
I became a fighter pilot in the U.S. Marine Corps and got to fly those jets I loved so much. When I got out, I got my degrees and started working in the car business.
Here’s a picture that was taken back when I was with Opel in the ’60s, enjoying a new Opel Kadett at our proving grounds at Dudenhofen, Germany.
Well, a twisty track here, a curve there, one thing led to another, and before I knew it, I had the thing on its back. And someone had a camera.
Years later, when I left Chrysler, someone dug up the photo of me, the cigar, and the upside-down Kadett. They framed it and added the caption, “I always knew I wanted to work in the auto industry.”
Well, it’s true. I did always know I wanted to work in the auto industry. For one simple reason: We design, engineer, build and sell dreams. I don’t mean it to sound corny or clich√©d, but there’s no way around it. No other product inspires passion and creates excitement among its owners like the automobile.
The automobile represents freedom of movement and independence. It also forms an emotional bond with the customer, often at first sight – for the good ones.
It’s the vehicle’s design that first forges that emotional bond between product and consumer.
Some people would say that cars and trucks aren’t designed like they used to be.
I would say, although there is a kernel of truth to that, this industry is heading for a rebirth in the importance of design. Which would be another dream come true, for me.
Back in the glory days of this business, automotive design was relevant, more relevant outside the auto industry than it is today. Vehicle designs of the ’30s, ’40s, ’50s and ’60s made people fall in love with the automobile.
Eventually, the industry started hitting a lot of constraints. Government legislation and the need for higher performance and better fuel economy dictated certain design shapes and elements.
Designers lost the ability to step out of the box as often as perhaps they would have liked. The institution of design lost some of its power inside the companies, and its relevance outside them.
Today, we still face constraints, but I believe market conditions are beginning to allow the designers the power to dream again. That’s because, with other elements like safety, fuel economy and quality being so similar, design is again becoming the last great differentiator between products. So often it simply boils down to this: ‘Do I like the way this car looks or not?’
And I think that’s part of the reason this industry is headed for a new golden age of design. That’s great news for all of us who dream about beautiful cars and trucks. It makes it a very exciting time to be in this business. Because we’re getting back to what it’s all about: Building the stuff that dreams are made of.
29 Comments
Leave a Reply
(If you haven't left a comment here before, you may need to be approved by the site owner before your comment will appear. Until then, it won't appear on the entry. Thanks for waiting.)
Bob,
My story is very similar to yours, however mine is still in its early stages.
My family was and has always been MAJOR ‘gear heads.’ My grandparents bought new vehicles just about every year, and from day one I always had to go with them when they bought a new one, and to this day I have never missed a trip to a dealership with my grandparents or parents.
Since the passion runs in both sides of my family, it is no surprise that I have been a huge ‘gear head’ since about the age of 2-3. In first grade someone “jokingly” asked me what I wanted to do when I was older, my response; “Design cars.” Even today anyone can come up to me and ask what I want to do [as a career] and my response will be “Develop and design automobiles.” Although my response has gotten slightly more intelligent, the general view of it is the same: I love the auto industry and I want to work in it.
Someday (when I am out of school) I hope that I can work in product development at GM and build the products that I grew up with.
I strongly agree that the dreams you live push you to work hard and make goals for yourself. That is what I have done, so I hope that my story turns out kind of like yours.
-NS
Well said.
A passion for cars and the excitement that they have the tendency to create is what made me decide to join GM. When I do start later this year, I look forward to contributing to the great transformation that happening across the company. GM is finally producing cars that invade my dreams from time to time(see: CTS-V).
Design is crucial in all its forms. For example, people pay more attention to ergonomics today than ever.
Another hurdle that GM must overcome is the perception of low quality. It is so ingrained in popular thought that American cars are bad by necessity that many families will not even look at GM products.
Somehow, people and the popular media need to be convinced to overlook their bias and learn the real facts about the improving quality of GM products.
This must happen along with a real continued improvement in every facet of the design, development, and manufacturing process. Customers must be given what they want, whether its better fuel economy, a smoother engine, or more airbags.
Cheers.
Mr Lutz, I was born a gearhead and it still grows in me. I have been in and around all sorts of automobiles and have seen many changes since the ’60s. I also was raised around a great uncle who was an engineer and worked for GM from the ’20s-’60s. He taught me much about GM and the automotive industry. This has lead me to find work in the automotive aftermarket and I love what I do and get paid to do it.
But what I feel is troubling is even thought our cars of today are so advance, they lack soul and passion. These two words sum up styling for me and what I see little of in many cars today. I like what you are doing and know years of problems can not be changed in just a few short years. Please continue to let the stylist loose and create cars that make you feel it inside when you look at them. The great cars of the past were works of art and today we have too many cartoons.
I am glad to see GM finally again have a car guy calling the shots! Please never lose your passions for automobiles and aviation — they have served you well and will continue to do so. I hope soon your new products will let others feel the passion.
Mr. Lutz,
This is exactly why I admire and look up to you as I do. I’ve known from day 1 that the auto industry and Josh Oliver go hand in hand like the tire and the wheel.
I’ve been lucky enough to catch some breaks here or there, all significant and all that mean a great deal to me. Without General Motors there would be to drive, no dedication, nothing to strive for.
Working for the world’s #1 automaker is a goal I’ve set for myself years and years ago, and the pieces to the puzzle are now starting to fall into place.
I guess I can credit my drive to my hero, to my father. Years ago putting in 50, 60 hours a week building the Northstar V8, the same Northstar V8 that is recognized around the world, and is powering Cadillac’s resurgence. As I grew up, I saw his drive, his dedication and his will to be #1 and I’ve come to learn that I love this business.
We all get a little burned out at times. I think it’s safe to say this industry burns somebody out far quicker than any other industry. Countless hours are put in at the office. We rarely get the chance to spend time with our families because of the demanding nature.
Staying up until 2, 3 or 4am just to get the job done. Going to sleep only to wake up two hours later to go back and do it again.
Insane? Yes, but I wouldn’t want it any other way.
I say with confidence that I’ll be something in the business, and its the desire and will to succeed along with General Motors that will see to it.
Thanks for writing, and more importantly thanks for letting me remind myself why I love this so.
Like Buick’s new slogan, I’ll continue to Dream Up.
GM needs more suits like you.What do you think about the thing where the guy that brought the yugo here is bringing chinese cars here that look like the competitions at a fraction of the price?
Hey Bob,
Your passion is a thing of beauty. I had the bug in me as a child growing up in a Tier 1 supplier family. I walked the plant floors and marveled at how parts were stamped, how the robots could weld, and ofcourse the end product. I have been in OEM, tier 1,2, and 3 plants. I have worked at dealerships, 3rd party quality inspection (sorting etc.) operations, GMAC, and now a different automotive finance company. Every job I have had has been involved in the auto industry. I went to school for Automotive Marketing. I also have a Business Degree and plan to study for my MBA. I have read Car&Driver since 1989, the first issue I ever read was the Corvette vs. 300ZX and I still have it. The automotive bug takes many forms across all nations. My goal is to work for an OEM in the product planning or marketing department. That goal gets tougher every year as people retire and no new jobs are added, or as the entry level jobs are shipped to more cost effective regions of the world. I keep my dream and goal alive. I hope there is a spot on the team when I show up to play. The Motor City needs to fire on all cylinders again!
Mr. Lutz: I am currently enjoying my 1997 Sonoma extended cab pickup.
It is my 3rd straight GM vehicle, and the 3rd Gm product I have owned. My very first car was a 1975 Pontiac Parisienne Brougham.
In between, I have owned Toyotas and Fords, and one very rusty Volare that I paid $300 for. A tank, to be sure.
I just wanted to let you know that I am glad that you are getting GM styling higher up on the priority list, because there are few GM cars I find attractive.
In the 1980’s the interiors of most of the products were bland. The Pontiac 6000 and its ilk had the most boring dashes around.
I love the Solstice and Saturn Sky! Love the Nomad concept. Too bad that’s not coming….
Just keep up the good work, because you are an inspiration to those who wish to follow their dreams, and to work beyond an age where people are expected to retire.
Looking forward to some really cool concepts from your styling department!
Cheers,
Michael Grant
Well said Lutz, but I still wait for the look and style of products you have described in your post (granted I have seen a gradual change in exterior designing from GM over the last couple of years for the better, and no I didn’t forget about Kappa..those cars are great all around!). Hopefully these stunning looking vehicles will be achieved with the Zeta and GMT-900 platforms, because everyone knows it’s just what GM needs right now for its consumers.
When I was a kid the Oldsmobile plant was across the river from my home. I could look out my bedroom window and see the giant rocket.
Both my father and grandfather worked for Oldsmobile but neither had quite the passion for cars that I have. I could point out changes to them on the cars they were building.
When they took that rocket down years ago and made it BOC, I knew it was the end of an era.
I never got a job working for GM. By the time I got to the age where maybe I could have, jobs were scarce. The gas embargo, union and management issues, inflation, poor build quality, the Japanese invasion, all took their toll on the line jobs and it was rare they hired at all.
GM will probably shutter the oldest plant when demand for the fleet “Classic” wanes. I’m afraid I’m seeing yet another end to an era.
I’d like to witness a era that was worth a damn start before I die.
Sweet Dreams
Can cars still be the stuff of dreams? I wonder.
Bob I am glad You’ve got passion to cars.
You also talk much about dreams.I had always a dream to have a Corvette and a Cadillac in my garage.But all my life I haven’t seen a Cadillac/Corvette dealership in my country.So please do everything you can and bring us Europeans real GM brands!Proove that dreams come true!
Bob Lutz’s Field of Dreams
In his latest FastLane blog post, Field of Dreams, Bob Lutz reveals some of his personal automotive-business history and also announces that a great new era of car design is upon us. Go there and see the pic of the Kadett he turned on its back while h…
Dear Bob
I felt the very same way, working in Cleveland, Ohio, for the Cleveland Cadillac tank plant. I worked in final assembly from 1950 to 1972. We made the finest army tanks the armed forces ever received. And I worked on all of them — even the first 10 prototypes of the m-1 main battle tank. I worked and loved my very long hours, to get the tanks out the doors, to meet the army needs.
At 82, I would still be very proud to return today and work for my wonderful General Motors Corp. I received my management training all hands on — that I could never receive going to school.
Take care.
Leo G. Cuffari
Dated 2/14/05
Though he may not like to hear it, Lutz is hardly unique. GM literally has thousands of him spread out in every corner of their business. We live, eat and sleep automobiles. So I can say with confidence that Bob’s greatest achievement in his time here won’t be the interior on this program or the concept for that brand. His greatest achievement will be giving a voice to the thousands of Lutz’s that already exist at GM.
Having ready his book, it’s hard to imagine how his voice got so loud, but I thank him for using it to amplify ours.
Too many MBAs, not enough engineers.
You speak of this “passion” yet the majority of the cars GM produces are not getting the best of reviews. And every year you lose market share. What gets lost between you and production?
Dont forget about those of us that have a passion for some of the great GM vehicles of the past. The ‘67 GTO with stacked headlights and cat eye grill. The fastback ‘88 Fiero GT — still quite stylish even today. Buick Grand National — another highly desired car. The ‘57 Belaire. The old Chevelles, Camaros and El Camino. GM has a great heritage. People drool at these type of cars in your yearly calendars at the dealerships. How about taking the gloves off and building some of these models again?
When I worked on the General Motors account at Grey Advertising (Grey Direct division, direct response marketing), in the late 1980s, I knew that GM was an unusual company.
Here was a huge firm that paid attention to a lowly ad writer, and used some of my ideas on direct mail promotions to owners of competitive coupes.
We sent a direct mail package out, and, without revealing any more about it, it was a great success. A test drive certificate attached to the bottom of a letter. Nuff said.
Then when I worked as Copy Director at Ruppman Marketing, I did some work with the Saturn account. Boy, did the nearby local newspaper really go nuts trying to pry into what we were hiding in that big tent: new Saturn models.
All the big shots left for some conference, I was on my own one day, and got snagged. I called my contact at Saturn and he was totally cool and helpful. I sent him a copy of a book I had just written: Bicycle Fever.
And now, years later, I send an email to Michael Wiley and he graciously responded quickly and completely.
Guess how this marketing guy feels about GM being a great corporation? Swell, for sure!
Bob,
I remember what we went thru after Chrysler bought out AMC in the late ’80s. You were amazed at what a staff of 500 could produce in less time, than a staff of 5,000. You also had the b***s to put together the best team of players from both to bring to life all of the early Chrysler hits of the ’90s. I’m sorry you aren’t on our team anymore, but I hope you can have some luck in bringing your thinking process to GM.
Traditional Business Test-Drives Blogs
ThinkEquity Partners, a boutique investment bank in San Francisco, has
. . . Think Blog ,
and GM has
. . . FastLane Blog ,
by its Vice Chairman Robert A. Lutz.
Touching that you should choose that photo of the poor Kadett. C&D has just reprinted their infamous Kadett L Wagon review in the last issue. They seemed to have the same impression as the photo implies…..
“That’s because, with other elements like safety, fuel economy and quality being so similar, design is again becoming the last great differentiator between products. So often it simply boils down to this: ‘Do I like the way this car looks or not?”
Bob, that’s what I have been saying for years. That’s why Nissan made a huge comeback despite sub-par quality. However, the other reason is their excellent powertrain. The have a great and powerful 3.5 V6 that they but in everything and it sells. GM has a great 3.6 V6 high feature yet it’s only available in high-end cars and it’s lower in power. I don’t agree with cheapening some brands to protect others. To me that’s just lost sales as lower-ranked brands have higher volume.
So why not give the better engine with more power to the lesser brands and sell more cars and get better reviews? I also don’t understand why you would develop and sell a less powerfull 2.8 version of a great motor. Other than the bore and piston size, it’s the same motor! I don’t see the cost savings to GM that is being passed on to the consumer. Better to keep the great motor as base and have an upgraded version. What should we call this? Perceived downgrading?
Nissan is making 290 hp out of 3.5l, why can’t GM do the same? Why is the Lucerne base motor 3.8? Why not the 3.6HF or at least the 3.9 and where is that 3.9 with VVT? Also, why dosen’t GM make more drastic annual changes to address consumer and media concerns and dislikes? Why wait until the next version? That’s just lost sales. If the ‘04 Grand Prix interior is deemed cheap and dull, then fix it ASAP. Don’t wait for the ‘06. Add that chrome or brushed stainless, new gauges, better switches and hvac controls, nicer wheels…etc. ASAP.
GM has been using the LH super idiot signal light switch for years and the media has been blasting it for years and the only people who like it are the bean counters. FALSE COST SAVINGS!
GM has a world-class powertrain in the 3.6DOHC. You need to get it in as many vehicles as possible. Capacity? Increase it now!
Where’s the money you ask? You will make up for it by not having to pay union workers 80% of their wages as they sit at home and the plants are idle. If you build it, they will come.
Bob,
I have two 1989 Merkur Scorpio’s in my garage. This old man and these old cars are enjoyable and comfortable travel companions. Thanks for the ride.
John
Bob:
I too work in the auto industry and am very discouraged. Why is it that people at your level make these poor decisions to bring out cars that nobody wants at volumes that will never sell with no penalties for failure? Examples? How about the GMT305, GMT201, GMT355. … Why is it that everyone but upper management knows that these are either too boring or ugly to sell? Why is it that the lower levels that can see these mistakes are the ones that bear the brunt of the punishment (no bonuses, lower raises…)?
i love chevelles because of there awesome power of their 396&454 SS engines and if you do to then talk to me.
I am truly a lady gearhead. Plus I have been fortunate to be a GM employee for 22 years. Today I am concerned about the future of my company. I question as to whether the design teams are really understanding what the people here on the street are wanting. I question decisions to do away with some product lines, rather than major model changes. I could go one – and you could say she doesn’t understand “big business” – and you are right.
But I do understand vehicles and what looks good and what everyday people want and don’t want. For the first time in my employ, I went outside of GM to purchase a vehicle, because you had nothing to meet my needs. I bought a Jeep Wrangler Rubicon and it tormented me – I felt like I was betraying a loyalty.
Another issue with GM is that a lot of dealers seem to think that they are doing you a favor by selling you a vehicle. Bad for business. One last thing – how bad is it for plant morale when you have two workers working side by side – one is a transfer who took the transfer package to move here and one is a local that has been here. The one that has maintained the vehicle quality is the one that has come to work every day, year after year to the same plant. But the one that is financially rewarded is the one that transfers from plant to plant.
I’m proud to be a GM hourly employee and if GM wants to know what people want to drive why don’t you start with asking their own employees what vehicles they drive and why. Thanks.
diane
“Do I like the way this car WORKS or not?” might be better. “Works” includes the “looks” aspects, which in GM’s more recent cars are more synergistic.
Styling for styling’s sake may give us a fine sculpture in the shape of a car, but we have to DRIVE our cars.
Please do not forget the engineering and design in the quest for your new “looks”!
Mr. Lutz,
Buick needs to transform itself to success. Cadillac success because it is willing to change. CTS is break through product. The interior needed to be upgrade though.
Same as Buick, it needs some excitements. Even older generation needs some excitements to lighten up their life. I’m in the late 40 and I remember my dad look much older when he was my age. I don’t want to drive a Buick that looks like my dad’s Buick. My point is people have changed, don’t be afraid to design something that you think might offend the current or previous Buick owner. Buick needs some young blood. I fully support your idea of bring up Buick to be a Lexus fighter.
The new LaCrosse is a good design, it should be in the market 3 or 4 years ago. Don’t you think it look very much like the previous Lexus GS300 from the front and side? The big problem is the new GS300 is coming out this year. The LaCrosse already looked outdated. There is nothing wrong with benchmark, but like I always say, EXCEED what you are going to benchmark.
You are a man with great vision, hope you can convince the bean counter and turn GM around.
metacool Thought of the Day
Automotive Aftermarket News
In the News A Smart Match” Find out how Wurth Canada increased its The 2006 event is set for Wednesday and…