Will Deelectrification And Delithification Help GM Become More Competitive?
- Since 2013 GM has initiated a process of “deelectrification” of its plug-in and mild hybrid cars, which explains that a “delithification” process has also started to take place there.
- In the case of plug-ins, these processes may have taken a passive form whereby GM would have simply let its three plug-in models be (or die) in the market place.
- In the case of mild hybrids, they may have taken an active form with GM dropping lithium-ion batteries from its Malibu Hybrid, relegating it into a simple Stop-Start ICE car.
- But this may have distracted the company from what indeed needed to be done, that is, a thorough analysis of the overall competitiveness of the four models considered.
- Lastly, using a novel procedure to analyze competitiveness, I conclude that mild hybrids would have contributed very little to GM’s current sales debacle in four of its most important models.