By on October 18, 2009

Back in the day, GM really pissed me off. As the American automaker continued its inexorable slide into bankruptcy, executives, analysts, journalists, loyalists and camp followers scoffed at the prospect of disaster. Their scorn fueled my anger or, as Angus Mackenzie would have it, pompous indignation. When the feds bailed-out and then nationalized GM, the company’s refusal to overhaul (keelhaul?) its executive “talent” kept my ire alive. A few months and $50b-plus dollars later and I’m rapidly approaching the point where I couldn’t give a NSFW. How many times can you sing the chorus of “Where have all the flowers gone?” without saying FTS and cranking-up the MC5? Before I abandon this pursuit entirely, here’s a quick rant about GM’s inability to realize American’s favorite mantra: hope and change.

In the run-up to nationalization, critics of GM’s nationalization focused on the possibility that the feds would force “Government Motors” to produce “Nancy Pelosi-mobiles.” GM’s would lose its ability to make, market and sell profitable (i.e. gas guzzling) products. Wrong answer.

GM is under no more regulatory pressure than any other automaker in the American market. Besides, there are enough loopholes in the Corporate Average Fuel Economy standards to keep a thousand macrame artists knitting for a thousand years. More to the point, history tells us that GM is fully capable of making an entire range of uncompetitive products with or without the government’s “help.”

Other critics sounded the alarm re: political interference in New GM’s manufacturing and retail choices. Massachusetts Representative Barney Frank set the standard in that regard; ringing-up GM CEO Fritz Henderson and arranging a stay of execution for a GM parts distribution facility in Frank’s district.

Since then, we’ve heard nothing about political tampering with factory fade-outs. The masters of accommodation strike again! Of course, this “peace at any price” comes at a price: more of your tax money. The Delphi’s “hidden” bailout and the Department of Energy’s $10 billion GM retooling loan are only the most recent and prominent examples.

Meanwhile, the shit-canned GM dealers’ “revolt” has gone underground. GM and the National Automobile Dealers Association (NADA) are holding secret negotiations on how to raid the public purse. In time, NADA’s umbrella dwellers will hive-off several billion dollars from government coffers for these aggrieved dealers.

So, once again, GM is doing what it does best: maintain the status quo.

Nowhere is this more apparent than in their executive ranks. While one member of the old guard has finally departed, the same bozos who ran GM into the ground are running it into the ground again. Still. And here’s where the feds have proven most helpful.

In September, someone at or around GM decided that CFO Ray Young was not the man for the job. Young’s sword-falling cash-out routine provided the perfect opportunity for GM CEO Fritz Henderson’s newly formed executive committee to find . . . wait for it . . . an outsider! Never mind that each of the nine-member committee boasts an average of 29 years of service at GM. Viva la revolution!

Yes, well, as a $50 billion TARP recipient, GM’s executive compensation is now subject to federal diktat. The Wall Street Journal [sub] reports that “GM executives recently met with the Treasury’s pay czar, Kenneth Feinberg, and left with the understanding that the company would be able to offer [a new CFO] a significant amount of stock but no more than a $1 million annual salary.” A million bucks p.a. and stock in a company that’s not publicly traded, and may never be? Yeah, that’ll work.

Actually, it will. Truth be told, GM wants to fill its executive ranks with outsiders about as much as the U.S. military wants to promote openly gay commanders. Probably less.

In recent board meetings, Mr. Henderson has been pressed by directors on the issue of hiring outsiders, according to people familiar with the meetings. Mr. Henderson has said he is worried that Treasury’s pay caps will discourage qualified outsiders. He has also said GM has a wealth of internal talent to pull from.

GM and the United States government are a match made in heaven—at least for their leaders. Of course, the symbiotic nature of the not-so-dynamic duo means that GM is about as likely to pay down its debt as Uncle Sam. But let’s not go there. It’s way too depressing.

Instead, let’s ignore GM’s inevitable date with dissolution and offer the American automaker one more shot at a genuine turnaround. For there is a way for Fritz and Co. to send a message to their benefactors that they are willing to create real change within their organization and, possibly, do so: hire Buickman to run Buick.

Jim Dollinger is uniquely qualified to run Buick. He knows Buick’s products, dealers and customers. He knows what GM has to do—and not do—to reinvigorate Buick as the all-American “elegance” brand. He’s got honesty, integrity, vision, talent, drive, determination and good old-fashioned moxie. Buickman would take that million bucks and that [literally] fantastic stock option plan in a New York minute. Not because he needs the money. Because he believes.

Hiring Buickman—the ultimate outside—would send a clear message to GM insiders that their days are numbered. Yes, they’d fight Jimbo tooth and nail. But even if Henderson failed to ensure sufficient organizational cooperation (the rat bastard), Buickman would triumph. Free from GM’s code of omerta, the perpetual “loose cannon” could “out” the defenders of the status quo.

And there you have it: the one way General Motors could re-engage my interest. It’s left field stuff alright, but I’m tired of GM Groundhog Day. Without anything even remotely resembling real change at the top, there is no hope for a happy ending. Not for GM’s employees, customers or taxpaying patrons. Dollinger or die. That’s my final offer.

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41 Comments on “General Motors Zombie Watch 18: Hire Buickman...”

  • avatar

    “hire Buickman to run Buick”

    GM could do worse. Well, actually, they have.

    “GM wants to fill its executive ranks with outsiders about as much as the U.S. military wants to promote openly gay commanders. Probably less.”

    I’m certain it’s less. There’s a lot of confusion about Don’t Ask, Don’t Tell. From Wikipedia’s article on DADT, a law enacted by Congress in 1993 and signed by President Clinton:
    “Former Chairman of the Joint Chiefs of Staff Gen. John Shalikashvili [said in 2007: … “I now believe that if gay men and lesbians served openly in the United States military, they would not undermine the efficacy of the armed forces,”

    “In December 2007, 28 retired generals and admirals urged Congress to repeal [DADT]. … on November 17, 2008, 104 retired generals and admirals signed a similar statement.”

    “On May 4, 2008, current Chairman of the Joint Chiefs of Staff Adm. Mike Mullen, when speaking to graduating cadets at West Point, expressed the view “that Congress, and not the military, is responsible for [DADT]”

    “In September 2009, Air Force Colonel Om Prakash sharply criticized the policy in an article published in Joint Force Quarterly. … The article won the Secretary of Defense National Security Essay competition for 2009.”

    “During his presidential campaign, then-Senator Barack Obama advocated repeal …”

    “19 days after his election, Obama’s advisers announced that plans to repeal the policy may be delayed until as late as 2010, because Obama “first wants to confer with the Joint Chiefs of Staff and his new political appointees at the Pentagon to reach a consensus, and then present legislation to Congress.”

    “Obama’s current position is that Congress has exclusive authority to lift the ban.”

    “In July 2009, the White House and other Democrats allegedly pressured Florida Rep. Alcee Hastings to withdraw an amendment to the National Defense Authorization Act (H.R. 2647) that would have prevented the military from using money to carry out the provisions of DADT.”

    “In a major departure from his campaign promises, Obama’s administration is defending the policy in court.”

    “On the eve of the National Equality March in Washington, D.C., October 10, 2009, Barack Obama stated in a speech before the Human Rights Campaign that he will end the policy, but offered no timetable.”

  • avatar

    Mr. Dollinger shares Bob Lutz’s beliefs that the GM product lineup is just fine and that marketing will save the company.

    Sorry, but they’re both mistaken. From the customer’s standpoint, the fundamental problem with the company is the product. Internally, the problem is the perpetuation of a corporate culture that seeks to stymie, ignore and blame the customer for not liking the cars.

    As a salesperson, Mr. Dollinger’s views will be skewed because the customers on his lot are willing to give GM a chance. This is a small minority of the population; what this misses are all of those who avoid setting foot on that lot in the first place, for whatever reason. While it’s good to have a grasp on those who are favorably predisposed to like what you have to sell, it would help in this case to understand the overwhelming majority who don’t share that view.

  • avatar

    Robert – you need to just move to Detroit and get into the automakers. Try to make a change at the source instead of continuing these sermons to people who already agree with you.

  • avatar

    Dollinger = Rejigging the employee purchase plan and a sales contest, ok and 18 other merchandising gimicks.

    WTF !?

    I’ll get the pool and the inflatable fish ready, you gas up your Harley.

  • avatar

    “hire Buickman to run Buick.”
    Yes. That would be brilliant. I can see the press conference now. “Ladies and Gentlemen, we would like to introduce our new Buick president. And apropriately, his name is Buickman!” Maybe they can find Chevyman to take the reigns at Chevrolet.Or GMC dude or Caddieman. LOL

  • avatar

    Methinks this series is misnamed “zombie watch”. It should be called “Deathwatch Version 2.0”.

  • avatar

    I agree with Robert. Having someone who is passionate about the product would be a good move and he would make it very evident that most of GM’s management have no idea what makes a great car or truck. I’m sure if Fritz was asked the horsepower and torque rating of the new Looserne it would roll right off his tongue although he “might” be able to tell you the gross profit per car.

    The other problem I see is that the automotive genius’ at GM have left Buick being sold in GMC dealerships and most GMC dealers could care less about Buick and look at it as a pain in the ass.

    They make their money selling trucks! Kinda like having Kay Jewelers sell Maytag washers and dryers, yeah that’s a good business model!

    Here’s deal. General Motors make some great cars and trucks. They just fail at everything else.

  • avatar

    Hell yeah, the MC5, from Detroit, “Kick out the Jams!”

    (I’ll miss ya RF!)

  • avatar

    I would like to say I agree with this, as Mr. Dollinger is certainly passionate about the brand, but some of his more, ahem, controversial conspiracy theories espoused here leave me a little frightened by the idea.

  • avatar

    Great idea. Jim would shift emphasis to the customer in a big way.

  • avatar

    Move RF to Detroit? Brilliant! He can be Sergio’s neighbor. Lots of for-sale houses around here, you know. Deal of the century!

  • avatar

    Does Buickman live in Metropolis and go by a different name? Great Ceasar’s ghost! what would he do about Cryptobuick?

  • avatar

    Robert, how you feel (don’t give a NSFW) is pretty well how I’d describe my feelings about GM, Chrysler and the entire United States, so my angst is sadly larger than yours.

    I’ve fought the good fight to virtually no avail for 30 years re: this country and I’m tired out.

    After realizing why I’d been feeling so depressed lately, I went to the Mennonite church this morning and got well and truly grounded in the real reality, at least IMHO – as the saying goes.

    We’ll miss having you around here, but with that said, I’ll be around here less, myself.

    Because whatever’s going to happen is going to happen anyway. I’m not going to suffer the high blood pressure, stress and depression over stuff if I can help it.

    Time to let it all go.

  • avatar

    Why not Ross Perot to run the board?

  • avatar

    “Jim Dollinger is uniquely qualified to run Buick. He knows Buick’s products, dealers and customers.”

    And how exactly is Jim “unique”? He knows Buicks? He knows customers? I know many individuals with similar attributes. I probably wouldn’t seriously nominate them to run a division of one of the largest manufacturers in the world on those merits. Ah, but he does rail against GM relentlessly.

  • avatar
    Gardiner Westbound

    GM can hire the Archangel Michael to run Buick and sales will still be in the toilet.

    Domestic cars dominate Consumer Report’s annual worst of the worst list. Every long-term reliability, durability and warranty repair survey confirms they are markedly inferior to their class leading competitors. A decade of satisfactory repair indexes are needed to restore consumer confidence. The only thing that will improve sales in the interim is an honest, comprehensive, 10-year warranty to support their world class quality fantasy claims.

  • avatar

    My wife needs a new car now, and I’d like something in a year or so. She likes the Lacrosse, and the V6 Camaros look good to me. But we really don’t know what’s happening with this company. I don’t think they’ll keep any market share, and they might not be in business later down the road. A Fusion and a Mustang would work for us too…

  • avatar

    It is as simple as:
    Jim was right and Rick was wrong..

    And Jim right called the Ch11 eventuality something like over 10 years ago.

    We could (and have done) worse.

  • avatar

    I agree that GM needs an outsider to shake up their internal culture, but a guy who believes that all of GM’s problems can be cured with better maketing ain’t the guy.

  • avatar

    Back in the day, GM really pissed me off.

    As if the two-year anti-GM jihad hadn’t clued everyone in sufficiently…LOL

  • avatar

    The Zombies would control Buickman in no time at all. My pick would be somebody like PlasmaBoy.

  • avatar

    With due respect to Mr. Dollinger I think Pch101 has nailed it. Again. Still.

  • avatar

    “Domestic cars dominate Consumer Report’s annual worst of the worst list.”

    Wow. Consumer Reports negative toward American cars? I don’t believe it…

  • avatar

    PCH101 nailed it. gmbuoy’s summary is pretty good, too.

    There might be a place for Buickman in the sales organization but not in any kind of planning, development or advanced marketing.

    GM needs someone who can figure out what the customer wants (or might want after he sees it) and a way to deliver it cost-effectively. I don’t see any evidence that it’s Buickman.

  • avatar

    quite a surpirse article Robert. I am flattered.

    Top Ten to save “The Buick”:

    immendiately end the closure of any franchise by edict, let the market determine.

    large rear wheel drive Roadmaster sedan.

    full width tail lamps on all Buicks.

    no more advertsing price, payment, rebate, or interest rate by manufacturer.

    do away with rebates on Buicks. they’re prestigious and this will lower taxes and transaction prices.

    increase dealer margin by two points right now.

    “Wouldn’t You Really Rather Have a Buick” and stick with it.

    keep the wraps on new models until announcement.

    build supply in the field in time for launch.

    hold me personally responsible for the division’s success.


    more at

  • avatar

    immendiately end the closure of any franchise by edict, let the market determine.
    increase dealer margin by two points right now.

    …and watch them give it away in useless infighting against fellow Buick dealers, further cheapening and destroying the brand.
    I know it’s hard to understand from the dealer perspective, but you can’t allow that to happen if you have a brand to build.

    large rear wheel drive Roadmaster sedan.
    full width tail lamps on all Buicks.
    “Wouldn’t You Really Rather Have a Buick” and stick with it

    How about something for customers born after 1935?
    How often do you hear BMW drivers say: “Gee, if only they would produce a huge-ass Roadmaster with full width tail lamps, marketed with 1960’s ad copy! I would totally get one…”?

    do away with rebates on Buicks. they’re prestigious…

    Not in the eyes of most customers, i.e. the ones NOT showing up in your dealership.

    keep the wraps on new models until announcement.

    Not possible in the age of Internet and cameraphones.

    Sorry Buickman, I like your writing style and your enthusiasm is admirable, but I think your view on the problem is skewed by your position on the dealer side, dealing mostly with existing Buick customers (like pch101 said).
    Those customers are literally dying out and not coming back. Bringing Buick back would need fundamental disruptions in the mindsets of both GM management and dealers. Imho, you are too much of an insider to be able to pull that of.

  • avatar

    please realize that Buick customers are not BMW wannabees. also keep in mind that 70 & 80 yr olds have tremendous purchasing power and influence.

    now if I was calling for returning to wire wheel covers you’d have a point. yet some things shouldn’t change. remember New Coke? if it works, why make alterations? unless you’re one W short of a website.

    given the opportunity I would double Buick deliveries within 6 months and have the division back over 500,000 units US within 24 months.

  • avatar

    “hold me personally responsible for the division’s success.”

    Although I agree with Pch101 and others about marketing not being the core problem with ANY GM division, that one statement above convinces me that he would do better than anyone GM could put in that position.

  • avatar

    from Jim Ziegler at Dealer Magazine

    Crackpot or eccentric genius…return to greatness?
    Over the last five years I’ve established some kind of a relationship with a Flint, MI-based automotive industry activist named Jim Dollinger.

    Depending on who you talk to, this guy is either a raving lunatic or an inspired genius. (Well, I can certainly relate to that can’t I?) He actually calls himself “Buickman.”

    I love it when people comment on my sense of humor in my articles and the double-entendre stuff I throw in every other sentence. You know…the stuff I say that makes you laugh two minutes after you read it.

    Well, Dollinger does the same. His stuff is hilarious. For example…he calls GM’s Red Tag Sale, GM’s Red Toe-Tag Sale. Wish I would have thought of that first.

    Whether or not I agree with everything he does or says, I relate to this guy and I can see his point of view on many, perhaps most, issues. Is Jim Dollinger a pathetic moron as many would have you to believe…or is he the car messiah…the voice in the wilderness showing us the way out of the desert?

    Dollinger tells me he’s the No. 1 Buick salesman in history, selling more than 15,000 new Buicks over the course of his career.

    Now get this…this guy stands up at stockholder meetings and openly calls for Rick Wagoner’s resignation. Dollinger has authored a plan titled, “Return to Greatness,” which is a roadmap for General Motors to regain former glory. He’s getting a lot of media attention with TV interviews and newspaper articles covering his writings and his mission. I’m on his e-mail newsletter list and what he has to say, for the most part, makes a lot of sense.

    Let me tell you, he has their attention at GM. He’s met with the topper-most of the topper-most of General Motors’ executives. He has them lying awake at night tossing and turning. I promise you he haunts their dreams. His sole mission in life is to get General Motors to adopt his “Return to Greatness” thesis. (It is detailed and complex, filling many pages. You can find Dollinger’s writings at

    Well, I gotta tell ya. I’ve spent hours looking over what Dollinger has written and, truthfully, I believe the majority (not all by any means) of what he says will work and will immediately restore a lot of GM’s lost market share. As a matter of fact—remember this guy has only targeted General Motors because that’s where he lives—his ideas would also work for Ford or any manufacturer whose executives would take a moment or two to remove their heads from the deep, warm, moist dark recess in which they’ve placed them.

    You want to see something well thought-out by someone who has a clue? I am inviting every dealer, no matter what you sell, to check out Dollinger’s plan. It’s time all of us, every make and model, import or domestic, to send the manufacturers a message:

    “We’re tired of your silly incompetence and mismanagement…get out of the retail end of the business…stop interfering…get out of our way and we’ll save your worthless ungrateful butts one more time.”

    In truth, the manufacturers are not going to listen to Jim Ziegler or Jim Dollinger or any sane voice of experienced reason. The know-it-all… know-nothing… arrogance of fools in denial always prevails over logic and common sense. They are content to stand their ground pursuing Red Tag Sales and Value Promises…and other ridiculous, non-profitable, alleged marketing strategies that obviously are not working (as in never-ever will work, not in a million, billion or trillion years) while market share dives into the toilet. I am so sick of fire sale, distressed merchandise marketing. I am genuinely ticked off that these manufacturers would resort to ‘Value-Pricing’ and ‘One-Price’ pressure on their dealers to mask their inadequacy and compress profit margins to the point that dealers will suffer and many will die.

    I just spoke to Dollinger as I was writing this paragraph and he gave me permission…you may call him at (586) 914-2842…or e-mail him at [email protected]

    full text @

  • avatar

    Buickman: full width tail lamps on all Buicks.

    Well, that killed it for me… Damn. No full width tailights, must have amber turn signals all the way around. No more floaty boring cars. No more wire hubcaps.

    Yeah my grandmother calls them comfortable. I call them boring. Love her very much. Her taste in cars sucks.

    For the record she is not buying any more cars. In fact she’ll be retiring her license to drive pretty quick – perhaps this winter.

    If it was up to me she’d be off the road already. I pulled her keys once before but there are more adults in her decision making process than just me.

    Remember “she is not buying any more cars”.

    However my wife and I and all of our friends have about 40 more years of car buying ahead of us. A

    Alot of our cars are imports. We’d like to buy something domestic.

    Our demographic are not dying off or retiring from the driver’s seat.

    Let the retirees drive Versas and Aveos or whatever they can come to terms with. Cater to the larger potential – ya know?

    I still LIKE the name Buick. I’d own a car named Buick. A sporty Opel Insignia called Buick here would make me happy and I might buy one. A Caddy Catera redo would not. Of course I’d also buy the right Opel bages and fix that Buick badge job pretty quickly.

    Oh well – I’ll stick with the imports I suppose. They do a good job of making what I want to own and drive.

  • avatar

    Instead of writing twisted negatives about GM almost every day, I think the author should get a life. I wonder what motivate such a person to that extreme.
    If only I can sneak this in.

  • avatar

    Have you heard of freedom of speech? The author writes his negative opinions of GM whether they are true or not—the readers should be able to persuade the writer to get real.

  • avatar

    Buickman makes a point that SHOULD be obvious to GM….

    “please realize that Buick customers are not BMW wannabees. also keep in mind that 70 & 80 yr olds have tremendous purchasing power and influence.”

    “yet some things shouldn’t change. remember New Coke? if it works, why make alterations?”

    There are hundreds of thousands of folks driving Lesabres, Park Avenues, and to a lesser extent, Lucernes, that are perfectly satisfied with their Buicks. They are also generally able to buy a car whenever they damn well feel like it, whether there is some incentive-of-the-week or not. Why does Buick feel compelled to alienate these loyal Buick drivers by offering nothing comparable once the Lucerne dies?

  • avatar

    They are also generally able to buy a car whenever they damn well feel like it

    I don’t know how they can expected to do that when they’re going to be dead within a decade.

    Some of today’s 70somethings might like Buicks. But today’s 50somethings are not going to be Buick buyers 20 years from now. They are of a different generation and won’t be there in the future.

    Buick is a dead brand in North America. Its sales have been steadily declining. Its audience is dying, quite literally.

    Buick cannot possibly be profitable for GMNA because the sales are too low to generate profits for any manufacturer. Nostalgia might be fun for some people, but it isn’t particularly profitable for the company.

  • avatar

    With all due respect to Pch101… cause he is way more right then he is wrong…

    But He is wrong on the size of the marketing problems at GM… and the numbers back this up… Since around 2002 GM cars have never been better and since 2005 many have become world class competitive and yet even as the cars and trucks got better and better customers were fleeing the brand in greater and greater numbers… it takes MORE then great product to get customers to write that check.

    And while the product has never been better, I can speak from first hand experience that the level of service most GM dealerships has NEVER been worse.

    BRUTALLY bad! We need someone like BuickMan who understands that the dealership experience is KEY to winning back customers. Also note that his plan does not ignore the product. Having a sexy product that customers want is key to his plan.

    I would love to give it a shot… I would have loved to have given it a shot 2 years ago… What do we have to lose? As things are presently Buick is dead. Cadillac is dead and GMC is dying.

  • avatar

    Since around 2002 GM cars have never been better and since 2005 many have become world class competitive

    For the most part, that isn’t true. GM still lags the best of the competition.

    It doesn’t matter that a 2009 Chevy is better than a 1989 Chevy. What does matter is whether it is better than a 2009 Honda, and it generally still isn’t.

    I can speak from first hand experience that the level of service most GM dealerships has NEVER been worse.

    To be fair, I don’t think that any manufacturer is blessed with a terrific retail network.

    The manufacturers don’t control the dealers, and the interests of the dealers are often not aligned with those of the manufacturer. The automakers can try to control the dealers, but there is only so much that they can do.

    That being said, the “product” is the sum total of the ownership experience, which includes the service, warranty, etc. I’ve suggested that GM should provide free maintenance and tout hassle-free (and implicitly risk-free) ownership as part of its product offering, but the company is too busy trying to convince us that the vehicles are equal to the rivals, even though they aren’t.

  • avatar

    There’s a lot of talk about Buick losing customers because those folks are old and dying off.

    What I think–and it seems Dollinger thinks this as well–is that Buick’s problems stem more from customers being driven off than dying off.

    Give the folks what they expect from a Buick.

  • avatar

    Good rant Robert, though I disagree that putting one man into the CEO mix is going to do anything more than Lutz did. Honestly I believe there needs to be a complete removal of all at the top. I’ve raved a long time that the Top 1% of GM is not only screwing the remaining 99, but is also taking in a good chunk of its revenue. This is unconscionable in today’s WTF big business economy. Even the simplest business class teaches that with revenue, you put the majority of it back into the business, not into your pockets by golden parachutes, executive bonuses, and cost cutting from the lower 99. It sickens me that we cater to these douchebags because we’re too afraid to really go after them or if we do, we get called socialist because we’re against the free market.

    I’ve always been a Ford guy, but still respected GM. For awhile it felt like it was actually trying to become something real again.

  • avatar

    revisiting this, thanks again Robert for the confidence. change is coming, albeit slowly.

  • avatar

    still here, waiting.

  • avatar

    still waiting…

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