General Motors: Mary Barra’s Leadership in the Electric Vehicle Era

Although Mary Barra, chief executive officer (CEO) of General Motors Company (GM), had faced her fair share of challenges while leading GM, Tesla Inc. (Tesla) posed a tougher competitive challenge than anything that had come before. Despite groundbreaking progress with electric vehicles (EVs), autonomous driving, and sustainable development, GM was now living in the shadow of Tesla, which, to some extent, had leapfrogged industry incumbents to become the most valuable car manufacturer in the United States. Further, major EV developments from old rivals from Detroit, Europe, and Asia, as well as blooming EV start-ups—some backed by technology giants—only compounded Barra’s worries. GM had achieved significant success in adapting to the coming age of EVs, but it also faced a number of questions: Was GM’s current strategy sufficient to sustain the company’s success? What technologies, capabilities, or products would be needed for GM to thrive in the new era of global mobility?