A
handful of cars and trucks General Motors will
introduce over the next eight years may determine
whether the automaker survives to celebrate its 200th
anniversary in 2108.
That's
a blip on the timeline of a 100-year-old-company, but
tough new fuel-economy requirements and GM's dwindling
financial reserves leave the company with almost no
room for error.
"There
are two things we have to do better than anything
else," Chairman and CEO Rick Wagoner told me
recently: design and advanced-propulsion technology.
Engineers
and designers are already working on many of the
vehicles that will determine GM's fate.
First
and foremost is the Chevrolet Volt. The
electric-powered compact is GM's chance to press the
reset button on its public image. The car aims to go
40 miles on battery power alone, recharge from a
household outlet and carry an onboard generator for
longer trips.
Due to
hit the road in 2010, the Volt epitomizes GM's desire
to leapfrog the rest of the auto industry and
reestablish itself as a leader, Vice Chairman Bob Lutz
said over lunch in his office recently.
We
don't know yet what the rest of the upcoming vehicles
will be, but we know what they have to do: establish
GM as a leader in technology, fuel efficiency, design
and performance.
GM must
also finally clarify its muddled brand strategy.
Chevrolet and Cadillac must reestablish themselves as
global leaders. Opel, underappreciated by Americans,
but responsible for nearly 2 million sales a year,
must build on its strength in Europe, particularly
with stronger midsize models. The Insignia sedan that
goes on sale in 2009 is the first test for Opel.
TECHNOLOGY
A host
of other engineering projects have to pay off as well.
GM needs new materials to make its cars lighter, and a
variety of advanced powertrain technologies must
deliver outstanding fuel economy and exciting
performance.
GM
should have a midsize sedan and subcompact with EPA
highway ratings of at least 40 mpg and 50 mpg,
respectively, by the middle of the next decade at the
latest if it wants to be recognized as a leader.
A key
yardstick for success will be the 2011 Chevrolet Cruze
compact. The closer its EPA highway rating comes to 42
or 43 mpg, the better the odds GM will succeed.
DESIGN
Each
brand needs a vehicle to embody its virtues and create
a desirable image for buyers. Cadillac and Chevrolet
have those with the CTS, Malibu and Traverse.
Buick,
Pontiac and Saturn lack such defining models. GM
design chief Ed Welburn says the 1953 Skylark and the
1938 Y-Job concept will inspire elegant and flowing
design for future Buicks.
Pontiac
is working on designs to embody cat-like agility and
what Welburn calls "seductive performance."
He cites the 1968 GTO as a car that captured those
elements in its time.
The
ability of the company's engineers and product
planners to create platforms and powertrains that live
up to the vehicles' looks may decide if GM can support
a family of brands, or whether it retrenches to
Cadillac, Chevrolet and Opel.