Car veteran Bob Lutz again GM

Whether you know him as "Maximum Bob," "Captain Lutz, USMC retired" or few executives had simply "Bob" Lutz as long or as an impact on the automotive industry as Robert A..

Now - almost two years after he seemed reluctantly willing, fade into a wealthy retirement - that blunt, chomping a cigar Mr Lutz is back.

In a press release that weekend to go holiday yielded many in the long labor day General Motors it 79-year-old Lutz has signed as a consultant. While certain details were withheld, suggest sources the unique marine pilot will offer advice on a variety of topics relating to product and marketing.

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His appointment could be for General Motors is crucial. The automaker pushes hard to make more profits at the expense of Japanese competition still struggling with product deficiency caused by the earthquake and tsunami, the Japan in March of this year hit.

The compact Chevrolet Cruze, one of the products of Lutz before leaving GM's end of 2009 championed such long-standing distribution leader as the Toyota Camry has significantly, and crashed the Honda Civic, to the best selling car of the country in recent months. GM challenge, that to keep momentum.

"It's no surprise," said David Cole, Lutz asked return.

The Chairman Emeritus of the Center for automotive research or car, in Ann Arbor, Michigan, says Cole Lutz "has a so deep passion for the product." It is probably better, it works for you, than to work somewhere else because he dies not in retirement, until he. "

Lutz began his nearly fifty years in the automotive industry with General Motors, shortly after his retirement from the Marines login. He later jumped BMW and Ford, ultimately go to Chrysler, where he on the top Lieutenant of the legendary Lee Iacocca. It was to a stormy relationship, and Lutz to shoot the Swiss born banker son in trouble often of the lip tendency.

The eventual successor once seen as Iacocca, Lutz sour his chances two decades ago, when he helped to derail a merger of Chrysler with Fiat to. When he was asked whether Chrysler would need to find an alternative partner, Lutz said that "a bridegroom can find you, if the bride is on its deathbed."

After leave in 1998 from the short-lived "merger of equals" between the US carmaker and Germany's Daimler Chrysler, Lutz was clearly unwilling retirement. He helped to finance a short-lived effort to revive the Cunningham sports car company and then automotive battery Exide got a short job as CEO of the company.

But then came the call from Rick Wagoner, who at the time was General Motors Chairman and CEO. Recognizing that the car companies market, could not the way out of trouble realized Wagoner, that it was time to reorganize GM legendary product development program. And Lutz was asked to take over, known as Deputy Chairman and "Car czar".

A process was slow and torturous. By 2002 GM product line an industry joke, Lutz ridiculous get become models like the Pontiac aztek as "evil appliances."

But every year the product line-up to improve. As GM, finance reduce the automaker landed two important victories: the Saturn Aura and Chevrolet Malibu then one after the other North American car of the year named.

How GM bankruptcy in 2009 overthrown, Lutz seemed more important than ever for the company product capabilities. But his bluntness helped, especially since he took on controversial issues such as global warming (a theme that he regularly dismissed as a fantasy). In the last few weeks of 2009 GM new Chairman and CEO Texans "Big Ed" Whitacre, announced that Lutz would leave.

Lutz of GM could came, but the septuagenarian soldier had no intention of fading. He was more clearly than before, if possible, advice start and add different boards, including the British carmaker Lotus sport. And he announced plans to write a new book.

The latest Tome, "car of guys vs. bean counters: the battle for the soul of American business," takes where Lutz earlier of book, "Guts," stopped, argues that the rise of MIT and Harvard wunderkind in recent decades, armed with MBA degrees, really is a threat to the US operations.

Ironically, trained and best known for his role in product development, Lutz actually in marketing.

"What he could do is add in the role of customers and unleash, design and engineering of the business page to passion in the product," so the car Cole.

And this is probably the role that he continues to play as a part-time consultant for GM sources say that Lutz with a number of senior executives, including Mary Barra, the first woman, head of product development for a large automotive company works.

"I would be someone like Maria I someone like Bob would like to me in the ear whispering", Cole said.

But Lutz is probably also advise you on the marketing side of the business. With the latest products win improve ratings, particularly difficult, has been found to it import-oriented buyers, particularly along the coasts to win for GM. The question is whether a 79-year-old "Child" as the connection with still a further generation of buyers, Lutz said a GM source that is allowed a little bit skeptical.

There are a few, his swan song mark the latest Lutz map GM expected. Despite what 80 February of next year, he has the full head of silver white hair and the ramrod bearing, a man, years younger would suggest. The voice can smoke Heiser from a lifetime of Cuban cigars, but his energy and drive are legendary.

Lutz is, if nothing else, dangers to compete. And the man, the, which he most directly competes with, his own father, who worked until six months before his death at 94. The Lutz has suggested, was too young.

Be not surprised, then, to see, Lutz still on call with GM - or anywhere else - when he is approaching 100.

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