ELECTRIC VEHICLES IS MORE
PREVALENT THAN EVER GENNA'S
MICHELLE CASTILLIO SAT DOWN
WITH THE GM CHIEF MARKETING
OFFICER DEBRA WALLET TO
DISCUSS.
>> YOU ARE IN AN AMAZING
POSITION RIGHT NOW GM HASN'T
HAD A GLOBAL CHIEF MARKETING
OFFICER SINCE
2012 WAS NOW THE RIGHT TIME AND
IT REALLY IN 2019 FOR YOU TO
STEP UP.
WELL IT'S REALLY AN AMAZING
OPPORTUNITY BECAUSE WHEN YOU
THINK RIGHT NOW ABOUT THE
TRANSFORMATION THAT'S HAPPENING
WITH MOBILITY ALONG WITH ALL
THE ADVANCES IN TECHNOLOGY, THE
AUTO INDUSTRY IS PROBABLY GOING
TO CHANGE MORE THIS
NEXT DECADE, THEN WE HAVE SINCE
THE TURN OF THE LAST CENTURY SO
I THINK THAT THAT'S WHY THERE'S
A NEED
TO REALLY SHOW THE STORIES
HELPED REALLY TALK ABOUT THAT
SUPPORT THE AMAZING WORK THAT'S
HAPPENING FOR EACH OF OUR
VEHICLE BRANDS. SO THAT WAS WAS
A GOOD TIME AND I FEEL REALLY
LUCKY TO BE THE PERSON WHO'S
HERE AT
THAT TIME AND GM IS IN A GREAT
POSITION RIGHT NOW TRUCK SALES,
ESPECIALLY FOR YOU GUYS ARE
DOING REALLY WELL SUVS AS
WELL BUT AS EVERYBODY
GRAVITATES NOW
TOWARD IT MODELS IS IT BECOMING
HARD TO DIFFERENTIATE RIGHT IN
THE MARKETPLACE WHEN SEDANS ARE
ON
THE OUTS. I ACTUALLY DON'T
THINK THAT I THINK IT IT
PROVIDES MORE PERHAPS OF A
CREATIVE AND
DESIGN CHALLENGE. SO IT PUSHES
OUR TEAMS TO WORK EVEN HARDER
BUT WHEN YOU SEE WHAT'S COMING
OUT AND HOW WILL DIFFERENTIATE
ALSO NOT ONLY WHAT THE EXTERIOR
LOOKS LIKE THAT INSIDE THE
VEHICLES WITH
THE EXPERIENCE. THERE'S STILL A
WHOLE NEW LEVEL
OF THAT. I AGAIN FIND IT IT'S
GOING TO BE ONE OF THOSE
CREATIVE. EXPLOSIONS IN
THE AIR. WHAT IS THE GM STORY
RIGHT NOW
TO CUSTOMERS.
>> HAS TO DEAL ALERTS TO
YOUR PARTNERS. I THINK WE'RE
REALLY FOCUS ON 2 THINGS FIRST
IS TRANSFORMATION OVER ALL OF
THE CURRENT BUSINESS. SO
THERE'S SO MUCH GOING ON
WE'VE ORGAN REORGANIZE WE HAVE
A NEW CUSTOMER EXPERIENCE TRIP
WHICH IS LOOKING AT HOW DO WE
DELIVER THOSE EXPERIENCES
ACROSS THE BOARD AND ALSO OUR
CEO MARY BARRA HAS CHALLENGE
THE WHOLE COMPANY WITH AN
INCREDIBLE MISSION SHE TOOK A
LOOK AT THE UNINTENDED
CONSEQUENCES THAT MOBILITY IS
BROUGHT WE STARTED WITH THE
PROBLEM A PROP OF THE PROMISE
OF FREEDOM AND IN
MOBILITY AND WHILE THAT'S BEEN
GREAT. THERE'S ALSO BEEN
CONSEQUENCES WITH CRASHES AND
EMISSIONS
AND CONGESTION SO WE HAVE A
CHALLENGE A PURPOSE IN THE
COMPANY TO MAKE SURE THAT
OUR AMBITION IS TO CREATE A
WORLD OF 0 CRASHES 0 EMISSIONS
AND
0 CONGESTION AND THAT'S REALLY
MOTIVATING AND GALVANIZING THE
ENTIRE ORGANIZATION ABSOLUTELY
AND THOSE ARE FACTORS THAT YOU
CAN IN SOME WAYS CONTROL
BECAUSE YOU'VE GOT THE PRODUCT
AND YOU CAN MAKE IT HAPPEN.
WHAT ARE SOME OF THESE EXTRA
WILL FACTORS THAT WE HEAR ABOUT
THE TRADE WARS RIGHT WHEN IT
COMES TO THE BUSINESS AND
HAVING TO TALK ABOUT IT ON
THESE
EARNINGS CALLS. GM OF COURSE
JUST WENT THROUGH A VERY PUBLIC
FIGHT WITH THE U A W AS WELL
HOW THOSE THINGS ALSO IMPACTED
THE WAY YOU HAD TO BRAND YEAH I
THINK
YOU KNOW THERE'S YOU CAN NEVER
PREDICT EVERYTHING OR CONTROL
EVERYTHING ESPECIALLY IN THIS
DAY. BUT WHAT OUR FOCUS IS ON
TO MAKE SURE THAT
WE DO AND I GOT A NICE TO DO
EXACTLY WHAT WE CAN TO
CONTRIBUTE SO THERE WILL ALWAYS
BE SOMETHING THAT HAPPENS A
MORE AGILE WERE ACTUALLY
CREATING A COMPANY THAT REALLY
HAVE
THE PASSION. IT'S STILL A T THE
DRIVE OF ALMOST A START UP IN A
LARGE TECH COME MONEY AND WE'RE
DOING THAT WAS SCALE WHICH IS
REALLY INCREDIBLE
AND WE'RE TRYING TO REALLY
CREATE MORE SOLUTIONS PER MILE
THAN ANYONE ELSE.
AMAZING AND THE EMPLOYEES I'M
SURE HE TALKED ABOUT THIS AND
PROPELLING THE SUCCESS OF GM,
HOW ARE THEY FEELING AT THE
MOMENT WITH ALL THE CHANGES
THAT ARE HAPPENING
IN DETROIT WITH ELECTRIFICATION
WITH AUTONOMOUS WHAT ARE THOSE
I REALLY SENDS A HUGE BURST OF
OPTIMISM ABOUT WHAT WE CAN DO
WHAT WE
CAN CREATE WE'VE SEEN THAT
COMPANY TRANSFORM REMARKABLY IN
FACT WE HAVE UNDER THIS MISSION
THAT MARRIES CREATED
FOR US WE HAVE REALLY
COMPLETELY CHANGE OUR
INVESTMENT STRUCTURE. SO THE
INVESTMENTS THAT WE'RE PUTTING
INTO
ADVANCED TECHNOLOGY IS IT CAN
TO WHAT WE DID IN THE 1940'S,
THE WAR EFFORT AS AN EXAMPLE SO
THAT SIGNIFICANT WE'RE A VERY
COMMITTED AS A RESULT OF THAT
AND I THINK OUR TEAMS ARE
FEELING THAT PURPOSE AND WHAT
IT'S DRIVEN AND IN FACT ONE OF
THE REASONS THAT WERE HERE THAT
I APPRECIATE THE OPPORTUNITY TO
TALK
TO YOU IS THAT WE REALLY WANT
THE TALENT THAT'S GOING TO BE
INTERESTED IN HELPING TO CHANGE
THE WORLD IN THAT DIRECTION AND
A GM ARE ACTUALLY ABOUT
ONE STEM. PERSON EVERY
26 MINUTES, WOW THAT'S AMAZING
HERE ARE YOU GUYS GOING TO YOUR
STEP THAT WERE AT SEA AS YOU
MENTION THAT OF COURSE
I WANT TO KNOW HOW TECHNOLOGY
HAS PLAYED A ROLE IN HOW YOU
ENGAGE WITH THEIR CUSTOMERS OR
PARTNERS AS WELL YOUR MARKETING
EFFORTS. ONE OF MY FAVORITE
BECAUSE THAT'S ONE WHAT MAKES
MARKETING SO NEW AND FRESH
EVERY DAY SO
WE CERTAINLY FOCUSED ON THE
WITH DATA AND TECHNOLOGY SO
THAT WE CAN PERSONALIZE AND
DRIVE PERSON LIES EXPERIENCES,
NOT ONLY IN BIG MEDIA
INVESTMENTS THAT WE'RE DOING
BUT ALSO HOW WE BRING THAT TO
THE EXTENT OF
THE VEHICLE. SO WE'RE AT C E S
WE'RE SEEING ALL THE SCREENS
THAT ARE BEING
CREATIVE WITH INTERESTING FOR
THE NEXT SORT A FEW YEARS IS
HOW WE BRING CONTENT HELP
PEOPLE DO
THINGS SO I DON'T KNOW IF
YOU'RE LIKE ME YOU GET YOUR
VEHICLE IN THE MORNING AND LET
ALL RIGHT WHAT POD CAST I WANT
TO LISTEN TO PHONE CALLS AND I
GET TO MAKE HOW SHOULD I DO I
WANT TO ORDER MY STARBUCKS ON
THE WAY TO WORK.
RIGHT NOW THOSE ARE LIVE ONE
OFF THINGS THAT YOU HAVE TO THE
VEHICLE TECHNOLOGY IS COMBINING
TO
DO THAT AND WE'RE LOOKING AT
THIS IDEA OF INTUITIVE RESPONSE
I DON'T WANT TO BE RESPONSIBLE
THE MORE I WANT
TO HAVE RESPONSES AT THE
ULTIMATE INTELLIGENCE RIGHT
WHEN IT COMES TO WHAT COMPETING
CAN DO. I WANT TO END WITH THE
QUESTION THAT REALLY KIND OF WE
STARTED WITH WHICH IS YOU KNOW
YOU BEING NAMED GLOBAL CMO IN
2019 THERE WERE OVER 1100 CEO
DEPARTURES AT LEAST INTO
SEPTEMBER. SO THERE'S A BIG SEA
CHANGE I FEEL LIKE
WHAT IS THE NEXT 10 YEARS WHAT
DO THE NEXT 10 YEARS LOOK LIKE
IN INDUSTRIES, EVEN YOU KNOW,
YOURS AND OUTSIDE AS WE'VE SEEN
♪
SO MANY NEW LEADERS STEP UP.
I THINK IT IS A STAR, I'M
WHERE ONE YOU HAVE TO EMBRACE
CHANGE TRANSFORMATION
DISRUPTION, ONE OF MY
PREDICTIONS ACTUALLY FOR
THE NEXT YEAR SO THAT THIS
CONVERSATION WE HAVE BEEN
HAVING ABOUT DESTRUCTIVE
COMPANIES AND
LEGACY COMPANIES. IT'S GOING TO
DISAPPEAR BECAUSE EVERYONE HAS
REALLY EMBRACED THAT ELEMENT
OF CHANGE TECHNOLOGY LEARNING
NEW SKILLS THAT'S WHAT WE'RE
DOING I THINK WILL ALSO BE AN
INCREDIBLY FRUITFUL TIME FOR
THE CUSTOMER BECAUSE WE HAVE
THE LAST DECADE WAS ALL ABOUT
THESE CHANGES LEARNING
TECHNOLOGY NOW WE'RE GOING TO
GROW UP AND REALLY DELIVER THE
VALUE AND THE PROMISE OF IT SO
I AM
INCREDIBLY OPTIMISTIC ABOUT THE
FUTURE OF MOBILITY ABOUT
MARKETING. I THINK IT'S NOWHERE
MORE EXCITING. AMAZING