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Why Bob Lutz is Ready to Return to GM

Former “Car Czar” reportedly being wooed to serve as advisor.

by on Feb.17, 2011

Captain Bob Lutz (ret.) at your service.

He’s back.  Or, at least, Bob Lutz may be soon.

Long past the age when most old auto execs – and soldiers – fade away, the 79-year-old one-time Marine pilot and former General Motors Vice Chairman is reportedly being wooed to return to the automaker, though in a limited advisory roll.

It would be the latest turn in a career that has more zigs and zags than most.

But why would Lutz want to make yet another comeback?

News Now!

Lutz began his career with GM a half century ago, but over the decades he has served with a variety of competitors, including BMW, Ford and Chrysler.  In fact, he “retired” for the first time shortly after the so-called “merger of equals” between Chrysler and what was then Daimler-Benz.

But as he proven time and again, retirement is simply not a way of life for the Swiss-born executive.


Lutz Isn’t Leaving

But he’s not going to just be GM’s mascot, vice chairman says.

by on Dec.17, 2009

"Why stop?" askes 77-year-old Bob Lutz, who has signed on for another stint with General Motors, this time running the automaker's marketing operations.  But he cautions he has just six months to prove he's up to that task.

Unless the Board shows him the door - or his health fails, Lutz has no plans to retire soon. Just don't call the 77-year old GM's mascot.

Reports of Bob Lutz’s demise have been greatly exaggerated.  Just ask the septuagenarian General Motors vice chairman.

It’s been a chaotic month at GM, with a CEO fired, a new Buick boss quitting after just eight days, and enough other personnel changes to require a scorecard to keep up.  When Vice Chairman Bob Lutz was stripped of his duties as marketing czar, two weeks ago, many observers were ready to bet that the former Marine pilot would be the next out the door.

They would have bet wrong, said Lutz, who turned out for a Wednesday night preview of new Chevrolet products.

“I’m happy as a clam,” the 77-year-old Swiss-born Lutz proclaimed while leaning against the next-generation Chevy Malibu.

Your Inside Source!


“If left to me, as long as I have the energy, as long as I have my health, as long as I have my the drive and ability to contribute,” he asserted, “I’ll stay.  If not, I’ll retire.”  Of course, Lutz quickly added, “I serve at the will of the Board,” and, in particular, the will of GM’s determined new Chairman and Acting CEO Ed Whitacre, Jr.