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"OnStar is already a very significant business, " she said. "We think there are opportunities to grow it even out beyond our vehicles. " (Reporting by Paul Lienert, Ben Klayman and Joe White in Detroit; Editing by Steve Orlofsky)
"I understand why people may be skeptical (of GM) because this is a company where we have seen revolutions being announced over the last half century and for some reasons it wasn't authentic, " says Jeffrey Sonnenfeld, a dean of leadership programs at the Yale School of Management. Barra, he said, "has the authenticity and legitimacy to pull it off in a way that a lot of other people wouldn't. " Barra's effort to remake GM's business relies on an executive corps that mixes long-time GM managers like herself – Barra has worked at the company for 40 years – and recent recruits from outside the auto industry. "We're marrying people who really understand the auto business with people who understand these other businesses that we think are growth opportunities, " Barra said. A new venture that combines several aspects of GM's approach is BrightDrop, a unit that will provide electric vans and related hardware to commercial delivery firms, starting with FedEx, along with support services from fleet management to predictive analytics.
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GM rival Ford Motor Co. is introducing its own electric delivery van and expanding support services to defend its leading share of the U. commercial vehicle market of more than 40%. BrightDrop, one of the first "graduates" of Fletcher's innovation incubator, started life less than two years ago as an idea initially dubbed Smart Cargo. Insurance, a new arena for GM, is led by outside hire Andrew Rose, who previously worked for auto insurance powers Progressive and Britain's Admiral Group. Fletcher's team started incubating Smart Cargo in September 2019, about the same time another GM group was working on the company's future electric vehicle portfolio. The "big idea" – marrying an electric van with the software- and data-driven delivery services business – was hatched in February 2020. The enterprise gained additional traction in late 2020, when GM recruited longtime tech entrepreneur Travis Katz to become BrightDrop's president and CEO. Ultimately, GM's leadership wants BrightDrop to operate independently and cultivate "outside ideas and new ways of thinking, " Katz told Reuters.
Pam Fletcher wants to change the way General Motors Co. makes money. The veteran GM engineer's Global Innovation team is looking for new enterprises to expand the automaker's sources of revenue well beyond vehicle sales and is incubating ventures from commercial delivery services to vehicle insurance, to address future markets worth an estimated $1. 3 trillion. That doesn't include flying cars, a market sector that alone could be worth $1. 3 trillion, Fletcher told Reuters. On a recent video chat, Fletcher counted silently before answering how many ventures her team is shepherding. "Just under 20, " she said. The fact that GM is now incubating its own startups — with its corporate venture arm investing in dozens more — underscores Chief Executive Mary Barra's sweeping effort to remake the largest U. S. carmaker. The goal is to become a diversified purveyor of mobility services – the automotive equivalent of Apple, with revenue that rolls in monthly or quarterly from software and services long after the initial product is sold.