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史上10大最差車企掌門人盤點(diǎn)

史上10大最差車企掌門人盤點(diǎn)

Alex Taylor III 2013-04-10
汽車行業(yè)向來不缺少明星高管,但也不乏糟糕的掌門人。而且,汽車業(yè)是一個(gè)資金、技術(shù)密集型的行業(yè),規(guī)模龐大,一個(gè)糟糕車企領(lǐng)導(dǎo)人帶來的破壞往往是災(zāi)難性的。

??? 當(dāng)下,來自汽車行業(yè)的CEO幾乎都是聲名遠(yuǎn)揚(yáng)。但是,業(yè)內(nèi)人士擔(dān)心,當(dāng)代企業(yè)領(lǐng)袖正在形成一種個(gè)人崇拜。通用汽車(General Motors)的丹?阿克森發(fā)現(xiàn),每次他參與慈善活動,總能上報(bào)紙;因?yàn)樽尲哲嚨靡陨衿鎻?fù)蘇,菲亞特-克萊斯勒(Fiat-Chrysler)的塞爾吉奧?馬爾奇奧尼成了業(yè)內(nèi)最新的奇跡創(chuàng)造者;因?yàn)榻o汽車制造商帶來了歷史性轉(zhuǎn)變而獲得肯定,福特汽車(Ford)的艾倫?穆拉利幾乎被視為神一樣的人物。

??? 只要贊揚(yáng)能促使美好事物的出現(xiàn),個(gè)人崇拜就是有效的。但是形勢的逆轉(zhuǎn)也是殘忍的。由于未能實(shí)現(xiàn)對電動汽車的預(yù)期,雷諾日產(chǎn)(Renault-Nissan)卡洛斯?卡恩的聲譽(yù)大打折扣。制定接班人計(jì)劃時(shí),把企業(yè)領(lǐng)袖當(dāng)作神話會產(chǎn)生不良影響。誰想追隨一個(gè)英雄?正面回答的人寥寥無幾。表現(xiàn)優(yōu)異的CEO常常得益于經(jīng)濟(jì)周期的幸運(yùn)轉(zhuǎn)變,而在他們離職時(shí)經(jīng)濟(jì)周期往往朝相反的方向發(fā)展。

??? 雖然高級管理層中擁有一名大牌CEO看似不錯(cuò),可一旦CEO表現(xiàn)糟糕,后果就是傷不起。在所有行業(yè)中,汽車行業(yè)管理層犯錯(cuò)后導(dǎo)致的后果最為嚴(yán)重。巨額的資本投資意味著損失輕易就能達(dá)到數(shù)十億美元,而產(chǎn)品周期長意味著一個(gè)錯(cuò)誤的轉(zhuǎn)變就會讓公司陷入長達(dá)數(shù)年的困境。

??? 根據(jù)以上分析,筆者列出了史上十大最差的車企CEO。

??? There are no faceless CEOs in the auto industry today. On the contrary: People in the car business worry about a cult of personality developing around the current generation of company leaders. General Motors' Dan Akerson finds himself in the newspaper whenever he supports a charity; Fiat-Chrysler's Sergio Marchionne has become the industry's latest miracle worker due to his surprising revival at the home of Jeep; and Ford's Alan Mulally has been accorded near God-like status in recognition of his automaker's historic turnaround.

??? Personality cults work as long as good things keep happening for the object of adulation, but downturns can be brutal. Look at what's happened to the reputation of Renault-Nissan's Carlos Ghosn since his EV forecast fell short. Mythologizing a leader can also take a toll when it comes to developing a succession plan. Who wants to follow a hero? There isn't much room on the upside. High-performing CEOs often have the benefit of fortunate turns in the economic cycle that twist in the opposite direction once they leave office.

??? But having a big guy at the top is scant price to pay when you consider the wreckage that a bad CEO can inflict. Management mistakes in the auto industry are more painful than almost anywhere else. Enormous capital investments mean that losses can easily reach billions of dollars, and long product cycles mean that a wrong turn can hobble a company for a number of years.

??? With that in mind, here's my list of the worst CEOs in the history of the auto industry:

1. 亨利?福特

福特汽車公司總裁

1903-1918年,1943-1945年

??? 福特是一位聰明的發(fā)明家,但同時(shí)也是一位可怕的CEO。他從不相信會計(jì)人員,所以他始終不清楚公司具體的贏利或損失金額。他過于固執(zhí),雖然T型車的銷售在20世紀(jì)20年代已經(jīng)開始下降,但他仍然拒絕改變T型車的款式。最后,當(dāng)他同意引入A型車時(shí),公司停產(chǎn)了17個(gè)月才做好準(zhǔn)備。通用汽車(《財(cái)富》500強(qiáng)企業(yè))每年對設(shè)計(jì)進(jìn)行更新,而且年銷售額超過福特(《財(cái)富》500強(qiáng)企業(yè)),此后也很少失去領(lǐng)先地位。1943年,福特的兒子艾德索過世后,他重掌公司總裁職位。但是在公司狀況日益不穩(wěn)定的情況下,為了支持他的孫子亨利二世,他最終被迫下臺。

1. Henry Ford

President, Ford Motor Co.

1903-1918, 1943-1945

??? A brilliant inventor, Ford was a terrible CEO. He never believed in accountants, so he never knew how much his company was making -- or losing. Stubborn to a fault, he refused to make styling changes in the Model T as its sales wound down in the mid-'20s. When he finally agreed to introduce the Model A, he shut down production for 17 months to get ready.General Motors (GM, Fortune 500), which had already started annual design updates, passed Ford (F, Fortune 500) in annual sales and has seldom relinquished its lead since then. After the death of his son, Edsel, in 1943, Ford reclaimed the title of president, but increasingly unstable, he was forced from office in favor his grandson, Henry II.

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