Friday, October 9, 2009

GM Hired a Woman to Lead US Sales – Yes, a Woman

General Motors surprised me this morning when I heard the news. While we’re all hoping that GM energizes its car and truck lines during the next couple of years and again becomes a viable competitor and significant contributor to the economic turnaround, I could hardly believe the news. I found it hard to believe that a company the size of General Motors had considered its decision-making customers.

GM hired a woman to become the new Vice President of Sales in the United States, which means that a WOMAN will now make decisions that will impact GM’s large dealer network. While woman have made great strides in many other industries, the auto industry has remained strongly a male industry. The reason that I find GM’s move so extraordinary and impressive is that GM listened to the market. How often have we heard media reports that 50% of new and used auto purchases are made by women or are influenced by women within couples? I have also seen that percentage as high as 80% (

GM considered its customer base and key decision makers and made its decision as a result. This appointment of a woman not only makes sense from a marketing perspective, but it is also good business. So, Susan Docherty, with experience with Buick-Pontiac-GMC and Hummer, I wish you much success.

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