
In this episode of the Fully Charged Show Podcast, Robert Llewellyn sits down with Jess Bala, Managing Director of General Motors Australia & New Zealand, to explore the future of EVs, Cadillac’s debut in Australia, and the country’s rapidly...
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Robert Llewellyn
Hello and welcome to another episode of.
Jess Butler
The Fully Charged show podcast. As you can tell, I'm probably not in the UK at the moment recording this. I'm actually in my sister in law's dining room in Brisbane and I've just had an amazing conversation with a wonderful woman who works for General Motors. In fact, she is the CEO of General Motors in Australia and New Zealand and she's returned fairly recently from the.
Robert Llewellyn
United States where she's worked for the.
Jess Butler
Last 10 years at the very tippy tippy top of the General Motors Motors Corporation. And they're just about to launch the Cadillac Lyric in Australia and we are driving it in a couple of weeks time and I've never been in one. I'm really excited to see it, so.
Robert Llewellyn
It was very interesting to catch up with her.
Jess Butler
We're in Australia obviously for the Everything Electric show that is on in March. There'll be more information about that in a moment. But we, it's been really interesting visit because of the, because of the very rapidly shifting Australian automotive market. One of the things that we didn't mention on in the recording but is the introduction of the new vehicle efficiency standard that was brought into Australia literally a couple of weeks ago. Which means that finally Australia is catching up with the vast majority of the rest of the world, other than Russia, who do have some standards on tailpipe emissions on exhaust pipe gases. Finally here now, new cars have to tie in more tightly with that, which is what is also encouraging the enormously rapid uptake of electric vehicles in Australia. But we were here to discuss General Motors and their history and their incredible, you know, achievements over the last many, well, I don't know, over 100 years and their role now in Australia in the very rapidly expanding Australian electric vehicle market. So that's what I'm here to talk about. Please do sit back and relax. And please welcome Jess Butler, CEO of General Motors in Australia and New Zealand to the Fully Charged show podcast. Love the Everything Electric show. Then join us live in Sydney in March or London in April, or in Vancouver, Farnborough and Melbourne in September, October and November 2025.
Robert Llewellyn
So Jess, thanks very much for going through the struggle and finding time to talk to us today. It's really good to be able to catch up with you. And also I just want to, I mean, can we quickly go through General Motors history because it's such a huge company with such an incredibly long history and I know you've worked in the United for quite a long time before returning to. Can you do like a bit of your history and the company history, because it is, it's.
Jess Butler
Yeah, absolutely. So firstly, thank you so much for having me. But yeah, you're right. It's actually, it's amazing to think I hit 18 years with General Motors actually last week. So time really does fly when you're having fun. But I started back in 2007 straight out of university, so I studied Commerce Law. So I have a Bachelor of Law and a Bachelor of Marketing essentially and really started at Holden back then as part of GM as an intern in the after sales space. So when I look back across my career after almost two decades, I've been lucky enough to really try a whole range of roles across the product planning and sales and marketing space. And you're right. Back in 2013 I actually was given the opportunity to move over to Detroit to General Motors headquarters. And it was meant to be a three year assignment and actually turned into 10 years over there and loved every minute of it. Just being able to work at HQ of one of the biggest automotive companies in the world and just really get a really amazing understanding of the sheer scale and how far out in time we plan products and for different markets across the range of brands and things that we have was really eye opening and amazing because you really get to play a role in shaping the future of the automotive industry and something that people touch every day as part of their lives and be able to have a role in that was really amazing and definitely one of the highlights of my time over there was I was very fortunate and lucky enough to be made Mary Barras Chief of Staff. And you know, she's one of, if not the most well known automotive CEO, you know, the first female CEO in the auto industry that we've seen and having the privilege to sit in her senior leadership team meetings and watch that group of people make decisions that define the future of the company, whether it's 10, 15 years out or dealing with the day to day issues that that pop up was just an amazing experience, something that I've really brought home back here to Melbourne, Australia where I moved back to be the MD of General Motors Australia and New Zealand just over a year ago now in September of 2023 and now in the amazing position of being able to launch some amazing brands, you know, with the Cadillac brand here and also some really incredible products as well as we look to launch the GMC Yukon in a couple of months time as well. So lots of exciting things happening for us here.
Robert Llewellyn
Right. Because it's, I mean, my knowledge of the Australian auto Industry is, is fairly limited, but I know that gm. So GM were that you had factories here. Holden and I've been in some old Holden's in my time. Amazing Australian cars. But that was a GM company. But then, I don't know. When was that factory closed? It was some time ago. That's not recent, is it?
Jess Butler
Yeah, I mean Holden under the GM parent company had an amazing history here in Australia and manufacturing was closed back in 2017 and obviously the brand was wound down a few years later. But there is, you know, a bit of a mis. Misconception that GM left Australia and that's actually not true at all. We've been here since the 1930s. We've just transitioned as a business from a manufacturer to now an importer, which is what we're doing under both the GM specialty vehicles or GMSV brand that we have. And now obviously introducing Cadillac as well as an all EV luxury brand.
Robert Llewellyn
Right, yes. Because I'm very much looking forward to having a drive in that later on. That's the highlight of my trip this year. But then, I mean, I think it's fascinating the two sort of really big challenge. Well, one really big challenge is obviously China, but let's talk about that in a moment. But the Australian car market is, is quite unique really in the various areas that I've traveled around. And your knowledge of this will be much greater than mine. But it is because there really isn't any manufacturing in Australia anymore. Essentially all cars here are imported. Am I wrong about that or is that it feels like that? Certainly that's.
Jess Butler
Yes. No, that's correct. Yeah, there is, there is no local manufacturing of automotive vehicles in Australia anymore. But I guess one unique piece that ourselves here at GM and some of the other brands do is we have what we now call a remanufacturing process. So when you look at our trucks that we import, so the Silverado and soon to be also the GMC Yukon, they're actually remanufactured here on our line with our partner at Walkinshaw and converted from left hand drive to right hand drive. So there is a sort of element of automotive manufacturing going on here, but just not in the tradition traditional sense anymore.
Robert Llewellyn
So come. Yeah, well, let's talk about the Cadillac because I've not seen it. I have never been, I've never been in a Cadillac in my life of any sort.
Jess Butler
From.
Robert Llewellyn
I've seen them obviously, you know, but I've never been in one. So can you tell us a bit about that car? And that's Already on the market in the United States. It's, it's around and about.
Jess Butler
It is, yes, obviously the Cadillac brand has a really amazing history behind it. You know, it's been around for over 120 years. It's one of the most iconic automotive brands and even in countries like ours, where, to your point, it's never been officially on sale here. And that's something that we've really tried to lend into. And the new Cadillac Lyric, which is an EV product, has been on sale in other parts of the world for a couple of years now. And we released, recently released it on sale here in Australia about two months or so ago now. And we've had some really amazing feedback, some great sales stories already, and we're very excited around how the brand is pivoting to this very much modern luxury flavor that we think really suits our buyers in Australia and New Zealand.
Robert Llewellyn
Yeah, and I'm really looking forward to seeing it. And I mean, what is interesting is that GM's history of involvement in electric vehicles is, is very long. So quite a lot of older manufacturers have sort of pivoted recently, very recently, to starting to make electric, but you were making them a long time ago. So, I mean, I'm assuming that within the GM sort of engineering world, there's quite a lot of experience in building electric vehicles and all the systems that go with it, because it's a, it's a big change from a combustion engine and a gearbox and a transmission to an electric car. It's more than just the motor, isn't it, really?
Jess Butler
Yeah, absolutely. I mean, to your point, GM's been building electric vehicles for some time. You know, we had the Volt and then the, the Bolt that's on sale in the US right now. And it's been hugely successful. And one thing that the company is very, very good at is looking at how technology progresses it, adapting it and expanding it from a efficiency standpoint as well. And now when you look at GM's EV offering, we have EVs available to customers on a very broad range across all of our brands globally, which means that we can offer EVs at very different price points with different technology offerings, different design, aesthetics, things like that. So it really means that as a company, we're offering EVs across the whole range to make them accessible to a whole different breadth of customer base as well.
Robert Llewellyn
I mean, will you be doing, you know, because obviously Cadillac is kind of top of the range luxury vehicle. Will you be bringing in your smaller and cheaper versions into Australia, into the Australian electric vehicles.
Jess Butler
Yeah, I mean, for right now, we're very much focused on the Cadillac brand as an all EV brand for us here in Australia and New Zealand. And in just a couple of weeks, we're going to announce what that broader showroom looks like for Cadillac, which is really, really exciting. I'm excited for our customers and the market here to see what other offer going to have from a future planning standpoint for our market. The team and I are always in discussions with, you know, global headquarters around what the right fit may be for our market here. We know that Australia is already one of the most competitive auto industries in the world. And so for us, it's all about really identifying the opportunity at hand for us and being able to make sure that we keep the customer at the center of everything that we're doing and being able to deliver vehicles to them that they may not have access to right now or not accessible, and just sort of really going after that white space and opportunity that we see as a company to bring something different to market for the customer.
Robert Llewellyn
And I mean, the other thing I was really interested to hear, the decision making behind it was your direct to consumer sales. And I would love it if you could explain, because it's an area that I'm not familiar with, but if you could explain the difference between what I would imagine is a dealership and then what you're talking about here, which is direct to consumer. So is that, is that something you're implementing in Australia?
Jess Butler
Yeah. So our Cadillac brand will be available to customers through the direct to consumer model. And that essentially means that our customers can buy directly from us in store or online, or have a combination of both. You might be a customer that wants to come in, talk to one of the sales team one on one, go for a test drive, but then complete your transaction online. So essentially, we really want to develop a process and a customer experience that is tailored to each individual customer and their needs and the level of involvement they want with us, and vice versa. And that allows us to deliver a truly personalized but also consistent customer experience and sales process. Something that's very much, you know, around culture and connection and emotional connection with the Cadillac brand and something that we're actually very proud of and had seen some pretty good success with even in its early days. And it also allows us back to the earlier point about our market being so incredibly competitive, have so many brands on offer. It's a model that allows us to be very agile and nimble so that as the market continues to shift as Customer needs change the way that they want to interact with us change. It allows us to move with customer and market demands as well and allows us to also be very innovative and try different things, which we're very excited about too.
Robert Llewellyn
And I mean also, I mean I'm just thinking, I can't help because I'm very aware, I've been in Australia now for about three weeks. I'm extremely aware of the, the, the staggering number of Chinese cars on the roads in Australia. But what, I mean I think what where the advantage you have with the Cadillac is, it really stands out. It's not another, it's not. No one's going to look at a Cadillac and go is that Chinese? That's the one thing you can be sure of and you've got a secure thing. But that is a, in terms of the global automotive industry, I would imagine that, you know, from everything I've heard for the last couple of years, the China, the, the kind of expansion of Chinese car manufacturing and, and also exporting of Chinese cars is having an impact around the world. I mean it's not in the United States but certainly in Europe in the UK it definitely is, I'm very aware of it. And in, and in Australia, very, very much so. I mean there's, there's lots of Chinese cars here that I've never seen before anywhere else. So they're clearly coming here. I mean what is, I don't know what you can say about it but I mean it is a fascinating shift. If you think back even 10 years, you, you wouldn't ever think of discussing the Chinese automotive industry. It just didn't really, we weren't aware of it, you know.
Jess Butler
Yeah, I think, I think what the, those automotive brands are doing for the industry right now is, is really exciting. The level of technology and change that they're driving really is, is amazing for the customers and it's providing them with a whole really like broad range of choice which is, is never a bad thing. But also what it, allowing us to do is really focus in and hone on what we think our greatest benefits are as a brand, both from a branding standpoint and for the customer as well when it comes to the vehicles and to your point, Cadillac is such a well known brand, you know, people know what it is, they've heard of it. So we do automatically have, you know, a bit of an advantage with all of the new brands coming to market in Australia and New Zealand. But we love the competitiveness nature of our market. It gives us something to really allow Us to hedge our bets on and know where we're going to win and make makes our goal and our targets very, very clear to us, because we know exactly what we need to do to set ourselves apart from, from all the brands that are on offer in our part of the world.
Robert Llewellyn
No, it's a very. I think you're right. I mean, I think that's a really good positive approach to it because I think in a way that is what I've felt is it's, it's made particularly. I'm very much more familiar and in touch with the European brands, you know, the likes of BMW and VW and Audi, you know, and they've got, they know they've got to raise their game because there's this very big new competitor that is very, you know, you know, it's becoming very popular. I mean, it's a, it's a common site. But that, I mean, is that, that, that, that's not really going to affect the US market, from what I currently. I don't think it's going to affect it at all. Is it that, you know, you're not. All we hear all the time. If we review a Chinese car, all we hear is people in America going, we won't be able to get that. I wish I could get one of those, you know, so they're not, not. It's very specific to this country, really. I think the Chinese invasion, if you like. That's the wrong word to use. But, you know, the emergence of the Chinese brands is a huge thing.
Jess Butler
Yeah. I mean, for us, you know, it hasn't changed what our focus is as a company. You know, for GM in Australia and New Zealand, we're still very much about making sure we can deliver the products that our customers are asking for and really go after that white space. And when you look at what brands we offer as a company here in Australia and New Zealand and the range of vehicles that we offer, you know, we're catering to a very different target market these days than what we have done in the past and think that it's a real positive and something that we can really harness to ensure our success as well.
Robert Llewellyn
And, I mean, is your general impression of the, of the Australian response to the Lyriq, to the fact that it's an electric vehicle, has that been quite positive or have you had kickback going, I want one with a V8?
Jess Butler
No, not at all, not at all. I mean, we always get questions around the models that are available in other parts of the world as well, but I think that's actually a really positive thing because it's just highlighting, again, that people are familiar with the Cadillac brand, but also recognizing the amazing job that the Cadillac team in the US have done when it comes to flowing technologies and some of that really iconic content and design esthetics that are in the older Cadillacs, including even some of the ICE vehicles that are available now into the next generation of vehicles, which is into the EV space. So when you look at a Lyriq, you can see some of that heritage scripture, some of the design cues that have been carried through the generations into the new vehicles, and you combine that, combine that with the new EV technology, the amazing performance, just the design detail. We've had amazing feedback from people that have seen the Lyriq and something that's been very common is they think it looks beautiful in pictures, which is absolutely true. But then when you see it in person, you're blown away even further. And those lucky few that have been able to drive it as well experience that almost instantaneous torque and the speed of the vehicle combined with just the right and handling. It really is a true luxury offering that we're really proud of.
Robert Llewellyn
And also, I mean, I'm judging by the battery size, it's got very adequate range for the Australian market as well, because that's often. I mean, that's the first thing I always hear here about electric vehicles. Australia's really big.
Jess Butler
It is very true. I mean, the Lyriq on a full charge can get you up to 530km, which is an amazing amount of range, and to be honest, is further than a lot of the fuel economies we see of ICE vehicles. But not only that, with the fast charging, you can get up to 131km in just 10 minutes. So, yes, we do have some very unique geographical challenges that we face in our country. But when you combine the range of the performance of the Lyriq, plus hopefully what we're going to see with infrastructure improvements that tackle some of those challenges, we think that the Lyriq will do very well here.
Robert Llewellyn
In my experience of driving electric vehicles in Australia, it's you've. I would say, seven years ago that Australia was way behind the uk. Now it's catching up and in some cases, overtaking very, very rapidly. It's an amazing shift. It's really, really noticeable. Yeah. So the one thing I wouldn't mind just discussing because I think it's interesting, is, and I. And I'm loathe to. To mention gender, because I don't think it matters but it is interesting that the boss of gm, as you mentioned, and you two women are really at the very top of a massive global corporation is still relatively unusual. I mean, when I think of the amount of men I've talked to about cars and about manufacturing vehicles, it's mostly men. So it's really, it's, it's a fascinating change in that and that's such a good, you know, what an amazing opportunity for you, as you mentioned earlier on, to be working with Mary Barracks in that close connection then presumably it was her, Was it a mutual choice for you to return to Australia? I mean, was she, she was supporting you in doing that, I'm assuming?
Jess Butler
Yes, absolutely. I mean, like I mentioned, working with and getting to know Mary is absolutely one of the highlights of, of my career and she has just done amazing things with our company. And you know, in addition, in addition to her, there's some amazing women that are in very senior leadership positions back at, back at HQ in Detroit as well, which is, you know, very, it's motivating for a lot of the females within, not just our company, but the industry as well. And yeah, for my own career personally, you know, it was some discussions that I had with some of my leaders and sponsors and mentors back in the US around, you know, I've been over there for 10 years now. I have a young family just wanting to spend some time back in Australia and my previous role in the US was leading the product team for Cadillac. So it just felt like a really perfect time to come home and be able to lead the awesome team here with the introduction of the Cadillac brand and continue the GMSV success that we've had. And to be honest, I love being a female in this position. I love being able to share my story and hopefully, you know, continue to change that narrative. That's already had a really positive shift, but just sort of really emphasize that, you know, females and women can hold leadership positions in traditionally more male dominated industries. And it's something that's very important to me especially as I've got a young daughter and she's, you know, very proud of everything that she gets to hear that I get to do and really want to share that message with her that whether you're, you know, what gender you are, you can do anything you want to be and as long as you've got the passion and the tenacity, you can succeed at anything you want to succeed at. So it's a very exciting time to be back at home, close with family, on home soil, Leading such an awesome company and an amazingly talented team here as we go into some really exciting new, you know, new territories for the company here locally.
Robert Llewellyn
No, I mean, it's amazing. It's an amazing. I mean, I do think the one thing that, that I'm constantly aware of is that say you go back 20 years and you think about the, the electricity grid and the transport infrastructure. I mean, you know, it was important, it was critically important and, but it wasn't terribly exciting. Now if you, I go to a conferences about the energy infrastructure in Europe and it's fascinating and challenging and it's really difficult and there's really lots of problems, but it's the people involved and it is interesting. Interesting. There's way more women at those conferences than I would have expected as a, an outsider from that industry, you know, to go and see what's happening. It's very exciting and I think this very much the automotive industry has gone through an absolute, you know, it's going through a big revolution and, and who know, I do not know how it's going to turn out, but it's definitely going through big changes.
Jess Butler
No, it is. And one thing that we've always talked about at the company, you know, globally is this feels like the biggest transition in the auto industry from, you know, horse and cart to, you know, to ICE powertrains and now into, it's not just, you know, ICE to ev, but all other propulsion types, whether it's hydrogen and other technologies. But beyond that, it's into, you know, autonomous driving and just being able to look at where GMs heading and be involved in what the transport industry really, in the automotive industry is going to look like in, you know, in 10 years. Time is going to be vastly different to what we see today and even more different to what we saw 20 years ago. And it's, it's really exciting just to see the sort of technology that these companies are coming out with and, and the impact they're going to have on people's lives as well is really, really interesting and, and very exciting too.
Robert Llewellyn
Yeah, I mean that's, that's one of the frustrations is I would love to be able to sit in on the board meetings when you were talking about what you're going to be doing. I know you can't talk about it, but you know, that is really, those conversations are fascinating. When you, when you hear snippets of it or the very fact that it, that it takes place, you know, that you are obviously think you've got to a Company that size has got to think 10, 15 years in advance. I mean, I'm assuming that even, I mean, can you give us some background on the. Because you're very involved with the, with the lyric. But the kind of the time it took to, for someone to do a drawing and go, can we have it a bit like this to when it's actually being manufactured, that's a very long, complicated process.
Jess Butler
Yeah. I mean, traditionally it would normally take us sort of, you know, we would say around six years from the start of the vehicle development process to start a production and start a sales. But I would say over the last, probably five to almost even 10 years, that process has really sped up. And I think that is, you know, evidence of just how the industry is changing as well. You need to, with the shifts in technology. You know, you look at what things like smartphones have done for the way that we use technology and so forth, we need to be able to get to market faster than we traditionally used to because customer needs are changing, their expectations are changing. Combine that with, you know, all of the competitiveness that we've already talked about. It just drives, not just the auto industry, but I think many industries in this sort of technology space to move a lot faster, which is exciting as it drives more innovation, more out of the box thinking and more, I don't want to say risk taking necessarily, but the ability to try something different, which is what is making the industry shifts as amazing as they are right now.
Robert Llewellyn
And I mean, I think that the things that, when I first just read the stats, I will experience it obviously soon. But when I read the stats of the, of the Cadillac, it was the, the couple of things that really jump out that are critically important. I mean, you've mentioned it. The speed of charging is a, is a real game changer and I've only experienced it a couple of times with certain brands where they, there is high speed charging. And after having lived for 15 years with the first generation of electric cars that you can rapid charge, you can rapid charge, it's not very rapid and you'll get used to that. And you go, I've got a half hour wait or three quarters of an hour wait and then you charge a new one and it goes, oh my goodness, I just need a coffee, you know, a comfort break. There's not time. It's, it's done. It feels so fast. And that's, you've really pulled it out of the bag with that in the, in the, in the Cadillac. The speed of charging is really impressive.
Jess Butler
Yeah. And I think it's something that, you know, we've done a lot of research in this space and I spent time at several clinics, you know, back in my time in the US talking to EV owners and the lifestyle changes they make when you, when you're owning an EV and what we can do to make those, those changes more efficient for them because we know generally people are relatively time poor these days, so the more efficient we can be with them, the better. And it really becomes a point of differentiation when you're shopping for an EV to compare those sorts of stats that weren't really on, on customers radars previously. So anything we can do to speed that up to your point is definitely a benef us. And you combine that with some of the amazing features that the Lyric has. Whether it's, you know, the 33 inch interior screen, you know, we got an amazing sound system with 19 AKG speakers, all of those little design elements, you know, interior lighting, things like that, it's just, it becomes the full package. And that's again why we think that the Lyric will do so well here as a niche luxury brand and really offering something very different.
Robert Llewellyn
And then the other thing I read and I don't know what this, I don't quite understand it, but there is the car capable of making exterior sounds, for example, when you're reversing or going forwards. But one of the things I saw was, I think it was on a blog. But does it make a didgeridoo sound? Which I thought no, that I don't know. Is that true?
Jess Butler
Yeah, it is true. So we love that little piece of info here in Australia. But yes, when you're reversing the Lyric, obviously when you look at EVs there, they're almost relatively silent. So from a safety standpoint, to make sure that pedestrians and others can hear EVs, you'd probably, you'll probably notice it more now, but they all make some sort of hum or almost so that they're audible. And the lyric, the sound that the Lyric makes was modeled off a didgeridoo. So we do love that there's little bits of, you know, Australia in the car. That combined with, you know, a lot of Aussies worked on the car back in Detroit from a design standpoint or myself in the product space and on the engineering side. So it's it. We love knowing that there are little Aussie touches in the car. Even though it's such an iconic American brand. We've got some little Aussie flavors in there as well.
Robert Llewellyn
Very good. That is great because I really, I was almost embarrassed to ask you that. I thought that can't be right. But I think that's fantastic. I can't wait to hear the didgeridoo reversing sound.
Jess Butler
No, not at all.
Robert Llewellyn
So the, the other experience I had in, when we, when we were in Vancouver last year at our show in Vancouver, I, for the first time in my life, I drove a Hummer. But I drove the, the Hummer ev, which was, which was, it was a test drive at our show and there was a huge queue, huge waiting list. Everyone wanted to have a go in the Hummer and, and it is, I mean, it's bonkers by British terms, but it is an incredibly impressive vehicle to drive in. It's just like, it's like being in a ship. It's unbelievable. I mean that has that. I don't know anything about its sales. It's been a success in the usa. Is it a successful vehicle?
Jess Butler
It is. I mean it was sort of one of the first, you know, next generation EVs that GM released and what that vehicle does from a technology standpoint really shows showcases what General Motors can do. If you think about, you know, crab walk where the wheels go on an angle so that you can go off roading and squeeze through small spaces in a vehicle of that size is just incredible. And then I'm not sure if you had a chance to experience what's to freedom, which is, you know, with the instant torque of that vehicle and the speeds it gets to very quickly, it's just, it's just incredible. And I think once people get in it and they don't drive it, it is also a very niche vehicle. But what it can do is just mind blowing and really is an amazing showcase of the tal talent that GM has and what we're able to produce when it comes to the new vehicles that are coming to market.
Robert Llewellyn
No, it was, it was very, very impressive. And yeah, we, we, we did some crab steering on a, on a polished concrete floor in a building and it was just like, oh my. We just couldn't believe what was happening. It was just. No, it's extraordinary. Truly extraordinary.
Jess Butler
It is amazing. It is absolutely amazing.
Robert Llewellyn
Really hope you enjoyed that.
Jess Butler
We'll be having lots of, of exciting guests in upcoming weeks on the Fully Charge show podcast.
Robert Llewellyn
Please do subscribe.
Jess Butler
Please do tell your mates about it. We have a very wide range of topics that we cover on this, on this channel and on this particular podcast. I don't even know who's coming next week, but someone really interested. For sure. Anyway, that's all for now. As always, if you have been. Thank you for watching.
Host: Robert Llewellyn
Guest: Jess Butler, CEO of General Motors Australia and New Zealand
Release Date: February 3, 2025
In this episode of The Fully Charged Podcast, Robert Llewellyn welcomes Jess Butler, the CEO of General Motors (GM) for Australia and New Zealand. Recorded in Brisbane, Australia, Jess shares her experiences and insights into GM's strategic moves in the rapidly evolving Australian automotive market, particularly focusing on the launch of the Cadillac Lyriq, an all-electric vehicle (EV).
Jess Butler begins by reflecting on her 18-year tenure with GM, highlighting her journey from an intern at Holden in 2007 to her current leadership role. She emphasizes GM's rich history in Australia since the 1930s and clarifies that while manufacturing ceased in 2017, GM continues to have a significant presence by transitioning from manufacturing to importing vehicles.
[03:04] Jess Butler: "I've been lucky enough to really try a whole range of roles across the product planning and sales and marketing space... shaping the future of the automotive industry."
She underscores the company's shift towards the GM Specialty Vehicles (GMSV) brand and the introduction of luxury electric brands like Cadillac in the Australasian market.
Jess highlights the unique dynamics of the Australian automotive market, notably the recent introduction of new vehicle efficiency standards that align Australia with global emission regulations. This regulatory change is a catalyst for the rapid adoption of electric vehicles in the country.
[00:46] Jess Butler: "Australia is catching up with the vast majority of the rest of the world... encouraging the enormously rapid uptake of electric vehicles."
She also touches upon the closure of Holden's manufacturing operations in 2017 but reassures that GM remains committed to Australia through importation and remanufacturing processes, such as converting imported models like the Silverado and GMC Yukon from left-hand to right-hand drive.
[07:01] Jess Butler: "There is no local manufacturing of automotive vehicles in Australia anymore... just not in the traditional sense."
A significant portion of the discussion centers around the Cadillac Lyriq, GM's flagship electric vehicle launching in Australia. Jess elaborates on Cadillac's storied 120-year history and its evolution into an all-electric luxury brand tailored for the Australian and New Zealand markets.
[07:53] Jess Butler: "The new Cadillac Lyriq... has been on sale here in Australia about two months ago now. We've had some really amazing feedback."
She details the Lyriq's impressive specifications, including a range of up to 530 kilometers on a full charge and the capability to add 131 kilometers in just 10 minutes of fast charging. These features address the common concerns of Australian consumers regarding EV range and charging infrastructure.
[18:34] Jess Butler: "The Lyriq on a full charge can get you up to 530km... with the fast charging, you can get up to 131km in just 10 minutes."
Furthermore, Jess discusses the Cadillac Lyriq's unique design elements and technological advancements, such as a 33-inch interior screen, a 19-speaker AKG sound system, and customizable interior lighting, enhancing the luxury experience.
The conversation shifts to GM's adoption of a direct-to-consumer (D2C) sales model for Cadillac in Australia and New Zealand. Jess explains that this approach allows customers to purchase vehicles directly through GM, either online or in-store, offering a personalized and flexible buying experience.
[11:20] Jess Butler: "Our Cadillac brand will be available to customers through the direct to consumer model... tailored to each individual customer and their needs."
This model contrasts with traditional dealership sales, aiming to create a seamless and customer-centric purchasing process. It also enables GM to remain agile in the highly competitive Australian market, adapting quickly to changing consumer preferences and market conditions.
Robert delves into the competitive landscape, particularly the influx of Chinese automotive brands in Australia. Jess acknowledges the significant impact of Chinese manufacturers, noting the technological advancements and expanded choices they bring to consumers.
[14:18] Jess Butler: "The level of technology and change that they're driving really is amazing for the customers... allowing us to focus on our greatest benefits as a brand."
She emphasizes that Cadillac's established brand reputation and unique offerings position GM advantageously against new entrants. By leveraging Cadillac's heritage and innovative EV technology, GM aims to distinguish itself in a crowded marketplace.
[15:19] Jess Butler: "Cadillac is such a well-known brand... we can make our goals very clear because we know exactly what we need to do to set ourselves apart."
The discussion takes a personal turn as Robert commends the presence of women in top leadership roles within GM, a field traditionally dominated by men. Jess shares her experiences working alongside GM's CEO Mary Barra and highlights the importance of female leadership in inspiring future generations.
[20:19] Jess Butler: "I love being able to share my story and hopefully... emphasize that females and women can hold leadership positions in traditionally more male-dominated industries."
She expresses pride in leading GM Australia and New Zealand, not only for professional fulfillment but also as a role model for her young daughter, advocating for gender equality and diversity in the automotive sector.
Jess and Robert explore the transformative changes reshaping the automotive industry, including the transition from internal combustion engines (ICE) to electric and alternative propulsion systems, as well as advancements in autonomous driving technology.
[23:02] Jess Butler: "It's not just ICE to EV, but all other propulsion types... autonomous driving and the future of transportation."
She highlights GM's commitment to staying at the forefront of these innovations, adapting to rapidly changing technologies and consumer expectations to maintain a competitive edge.
[24:32] Jess Butler: "Traditionally it would normally take us around six years... but now the process has really sped up, driving more innovation and out-of-the-box thinking."
Returning to the Cadillac Lyriq, Jess shares positive market feedback, noting that consumers appreciate the vehicle's aesthetic appeal and high-performance capabilities. She highlights the Lyriq's design heritage, incorporating modern luxury with classic Cadillac elements, and its silent yet sophisticated presence enhanced by the didgeridoo-inspired reversing sound.
[27:50] Jess Butler: "The sound that the Lyriq makes was modeled off a didgeridoo... little Aussie touches in the car."
Robert expresses his excitement to experience the Lyriq firsthand, praising its fast-charging capabilities and overall performance, which he believes are well-suited for the vast distances in Australia.
Toward the end of the episode, both hosts discuss the GM Hummer EV, a testament to GM's engineering prowess. Jess describes its advanced features, such as crab steering for off-roading and impressive torque and speed, positioning it as a niche yet formidable player in the EV market.
[29:26] Jess Butler: "Crab walk where the wheels go on an angle... mind-blowing and really is an amazing showcase of the talent that GM has."
Robert recounts his personal experience test-driving the Hummer EV, highlighting its extraordinary capabilities and the buzz it generated at the Vancouver show.
As the episode wraps up, Jess hints at exciting future developments for GM in Australia and upcoming guests on the podcast, encouraging listeners to subscribe and stay tuned for more insights into the evolving world of electric vehicles and sustainable transportation.
[30:41] Jess Butler: "We have a very wide range of topics... someone really interested."
Jess Butler on GM’s Transition:
"[06:23] GM has been here since the 1930s. We've transitioned from manufacturing to importing, introducing brands like Cadillac as an all EV luxury brand."
On the Cadillac Lyriq’s Innovation:
"[18:34] The Lyriq on a full charge can get you up to 530km... with fast charging, you can get up to 131km in just 10 minutes."
Discussing Gender Diversity:
"[20:19] I love being able to share my story... emphasize that females and women can hold leadership positions in traditionally more male-dominated industries."
Future of Automotive Industry:
"[23:02] It's not just ICE to EV, but all other propulsion types... autonomous driving and the future of transportation."
This episode offers a comprehensive look into GM’s evolving strategy in Australia, the launch of a cutting-edge electric vehicle, and the broader shifts within the global automotive industry towards sustainability and innovation.