Lutz brings creative flair to new GM cars

updated 3:13 p.m. ET Dec. 31, 2007

DETROIT - Before Bob Lutz joined General Motors Corp. as vice chairman of product development in 2001, the left brain, by most accounts, was dominating the right when it came to making cars.

The rational left-brained engineers and planners would develop the chassis, engine and transmission, and marketing would have its say. Only then would the more creative right-brained designers be called in to fit a skin on the outside — so late in the process that the result was usually a mediocre car that turned customers away.

But recently, the right brain has been in from the start thanks in large part to Lutz, and the results are beginning to show in the marketplace with the latest generation of GM cars, trucks and crossovers like the Saturn Aura and redesigned Chevy Malibu. They' getting great reviews and starting to catch on with consumers.

"It was an overly rational approach to the business," Lutz said of the old GM. "The feeling was, if we give them a nice car with lots of features, and we make it very roomy and very reliable and very functional, people will realize what a good, rational purchase this is and we will get great sales. And then it didn't happen," he said in a recent interview with The Associated Press.

Rebecca Cook / Reuters file "The system here was really focused on (rules), where they'd ruin a design to get an inch more rear headroom or something," Lutz says. "The rational, functional elements were always emphasized over the aesthetic."

Lutz, a former Marine captain and aviator, has been in the auto business since 1963 and has held executive positions with GM, Ford Motor Co., Chrysler Corp. and BMW AG. Industry analysts credit his product instincts with much of Chrysler's success in the 1990s when it cranked out creative hits with the right mix of exterior styling, performance and classy interiors.

When GM Chief Executive Rick Wagoner recruited him away from his post as chairman and chief executive of battery maker Exide Technologies, Lutz said he found a company hamstrung by hundreds of rules that limited design.

"The system here was really focused on stuff like that, where they'd ruin a design to get an inch more rear headroom or something," Lutz said. "The rational, functional elements were always emphasized over the aesthetic."

Bio Name: Robert A. "Bob" Lutz Age: 75. Born Feb. 12, 1932, in Zurich, Switzerland. Education: Bachelor's degree in production management, University of California-Berkeley, 1961; master's degree in business administration, University of California-Berkeley, 1962. Military: Jet-attack aviator in the U.S. Marine Corps., 1954-1965. Attained rank of captain. Professional career: General Motors Corp. vice chairman, September 2001 to present. Also served as chairman of GM North America. Presently vice chairman of global product development. Chairman and chief executive, Exide Technologies, 1998 to May, 2002. Executive vice president, president, chief operating officer and vice chairman of Chrysler Corp., 1986 to 1998. Also spent 12 years with Ford Motor Co. and three years as executive vice president of sales at BMW AG. Began his automotive career with GM in 1963.

Although a group of executives had started holding meetings to eliminate some of the archaic rules, Lutz pushed the process along and created a huge transformation by giving designers more power early on, said David Cole, chairman of the Center for Automotive Research in Ann Arbor.

"He took the handcuffs off ... and really brought them into a totally different position in the game," Cole said.

Shortly after his arrival, Lutz began influencing cars and trucks that were developed under the old system, but because it takes years for a vehicle to go from a drawing to reality, only recently has GM seen the full impact of Lutz's touch.

The Saturn Sky and Pontiac Solstice two-seat roadsters were hit niche products. The Saturn Aura mid-sized sedan won the North American car of the year at the 2007 Detroit auto show. The Buick Enclave, GMC Acadia and Saturn Outlook crossover vehicles and the Cadillac CTS sedan, praised for their exterior designs and elegant interiors, are selling well. And out of the gate, Chevrolet dealers in November had only a seven-day supply of Malibus.

"Certainly they've strung together back-to-back products that have been very good, and then looking at what they've done on the cost side, I think they're lined up pretty well into the future," said Kevin Tynan, a senior automotive analyst with Argus Research Corp.

The challenge for GM, he said, is to carry that momentum to all of its brands, some of which have been neglected at the expense of new products. GM, he said, still must change the perception that it makes mediocre cars.

MORE FROM AUTOS

Autos Section Front

GM’s path to leave bankruptcy cleared GM, Chrysler fight reopening closed dealers   GM close to offering ex-CEO Wagoner exit deal The new GM: Fewer suits, greener logo? Traffic congestion dips as economy falters GM closer to swift Chapter 11 exit Foes of GM bankruptcy plan promise appeals Lear files for bankruptcy protection NYT: Plan to sell G.M.’s assets approved Researchers study how cars project personality Autos Section Front   Add Autos headlines to your news reader: