Captain Bob Lutz (ret.) at your service.
He’s back. Or, at least, Bob Lutz may be soon.
Long past the age when most old auto execs – and soldiers – fade away, the 79-year-old one-time Marine pilot and former General Motors Vice Chairman is reportedly being wooed to return to the automaker, though in a limited advisory roll.
It would be the latest turn in a career that has more zigs and zags than most.
But why would Lutz want to make yet another comeback?
Lutz began his career with GM a half century ago, but over the decades he has served with a variety of competitors, including BMW, Ford and Chrysler. In fact, he “retired” for the first time shortly after the so-called “merger of equals” between Chrysler and what was then Daimler-Benz.
But as he proven time and again, retirement is simply not a way of life for the Swiss-born executive.
Despite having a fleet of collectible cars, his own fighter jet (minus weaponry) and a pair of helicopters, Lutz was soon back in the game, with an abortive attempt to run the battery company, Exide.
Then, a decade ago, he was approached by former GM Chairman Rick Wagoner, signing on as the troubled carmaker’s head of product development, a challenging task at a company that had previously argued that marketing was more important than world-class vehicles. During his years at GM Lutz was credited with righting the company’s product programs, creating models like the Chevrolet Camaro, Cadillac CTS and, most recently, the Volt plug-in hybrid.
But he was unceremoniously pushed out of the company less than a year after its bankruptcy by Chairman Ed Whitacre who, according to a high-level source, “didn’t want the competition. When Bob was in the room, he was the one people listened to. But ‘Big Ed’ wanted to run things by himself.”
Since then, Lutz has continued working in the industry as a consultant, board member and investor in a variety of companies, including British specialty car maker Lotus.
And several senior GM executives acknowledge they continue to talk to the former Marine regularly about a variety of projects.
Significantly, Dan Akerson, the executive who replaced Whitacre as chairman and CEO, appears less threatened by the former vice chairman and has approved negotiations that could formalize Lutz’s relationship with the company. According to the Detroit News, Lutz confirms discussing a consultancy.
“I have the utmost respect for the GM management,” he told the paper. “If they want me to come in as a consultant, I’d be very happy to consider it.”
If that happens, Lutz would likely report to Tom Stephens, the man he chose to replace him – but who has since been assigned the top technology job at GM – and new product development chief Mary Barra, the first woman to handle that post at the automaker.
Why would Lutz be willing to continue at such an advanced age. Those who know him are quick to note his youthful vigor and enthusiasm – as well as a deep desire to craft product.
Meanwhile, Lutz is quick to note that his own father, a Swiss banker, continued working until just 6 months before his death at the age of 94.
“He is intent on lasting longer than his dad did,” laughs a close former associate who asked not to be identified by name.