Conference Presentation, Interview
Mary Barra on Driving Into the Future
- Mary Barra is the first woman to serve as chairman and CEO of a major global automaker, having joined General Motors (GM) at age 18 as a co-op student at the then-named GMI (now Kettering University) before earning an MBA from Stanford.
- Under Barra's leadership, GM transformed from a company facing potential collapse and bankruptcy into a solidly profitable, competitive entity.
- Barra drives every vehicle in GM's portfolio, citing the opportunity to test new models like the Chevrolet Bolt EV and Corvette as a top benefit of her role.
- Post-bankruptcy, GM's cultural transformation centers on "earning customers for life" and instilling a specific value system that prioritizes product safety and customer trust.
- In response to the 2014 ignition switch recall crisis that caused 13 deaths, GM restructured its product development activity by benchmarking against aerospace and nuclear Navy safety standards.
- GM implemented a "speak up for safety" program where employees sign their names to safety concerns to ensure ownership and accountability, resulting in high participation rates.
- GM's strategic vision is defined by three goals: zero crashes, zero emissions, and zero congestion.
- GM targets the launch of safe autonomous ride-sharing vehicles in geofenced urban environments by 2019, leveraging technology acquired through its subsidiary Cruise Automation.
- Barra notes that over 90% of the 40,000 annual U.S. traffic fatalities are caused by human error, which autonomous vehicles aim to eliminate.
- Cruise Automation operates as a startup within GM, allowing it to function with agility while accessing GM's resources without corporate bureaucracy.
- GM advocates for a unified national fuel efficiency standard to avoid the complexity and cost of navigating conflicting state regulations, particularly those of California.
- GM supports free trade and a level playing field globally but acknowledges that current high tariffs (e.g., 25% into China) complicate their strategy of building where they sell.
- GM believes all future autonomous vehicles should be electric, citing environmental benefits and the technological efficiency of integrating a single propulsion system.
- Barra emphasizes the importance of STEM education and female representation in engineering, noting the psychological impact of the adage "you can't be what you can't see."
- GM launched a "Take Two" program to help women professionals who left the workforce for caregiving reasons re-enter the field via 12-week internships.
- GM is a founding partner in the Detroit Children's Fund, aiming to create 25,000 quality seats in Detroit public and charter schools to support the city's economic renaissance.
- Barra's favorite vehicle has shifted from the Camaro to the Corvette, reflecting a preference for sporty driving experiences, though she drives an Escalade for utility.
- Barra cites her mother's philosophy that "hard work beats talent if talent doesn't work hard" as the most critical advice for success and social mobility.
- GM views autonomy not as a replacement for driving, but as a solution for scenarios where driving is inefficient or dangerous, such as heavy urban congestion.
- Barra argues that regulatory frameworks for autonomous vehicles must be balanced to ensure safety without stifling innovation or deployment.