Mary Barra, chief executive of General Motors, sat down for a Fortune 500 podcast to detail the company's strategy as it navigates electric-vehicle (EV) policy, artificial-intelligence advances and fierce competition from China.
What happened?
Barra highlighted that GM sold more than 700,000 vehicles priced under $35,000 last year, underscoring the firm's commitment to affordable options across trucks, SUVs and compact cars. She reaffirmed that EVs remain the long-term goal, but the transition in the United States will take longer than initially projected because of regulatory shifts and a lag in charging-infrastructure permitting.
"Over time, we believe EVs are the end game," Barra said.
She also announced that the upcoming Cadillac Escalade IQ, slated for 2028, will feature eyes-off highway driving, an extension of the current Super Cruise system that already allows hands-free, eyes-on operation on selected routes.
Why does it matter?
The discussion is relevant to Europe as the continent grapples with its own EV rollout, regulatory frameworks and competition from Chinese manufacturers such as BYD. Barra explained that GM's restructuring in China has helped the company regain profitability while gaining a modest market share in the world's largest EV market. She argued that a level playing field and a strong domestic manufacturing base are essential for any automaker competing with heavily subsidised rivals.
Barra also stressed that GM's software businesses, OnStar subscriptions and the Super Cruise platform, generate higher margins than traditional vehicle sales, signalling a shift toward a more software-centric automotive model that could influence European manufacturers pursuing similar revenue streams.
What happens next?
GM plans to keep its internal-combustion lineup, expand its EV range and introduce hybrids in selected segments, giving customers a broader choice of powertrains. The company will continue to develop personal autonomy technology, leveraging lessons from its former Cruise robotaxi venture to enhance safety and customer trust.
Barra said the firm will work closely with regulators to ensure the eyes-off feature meets safety standards before wider rollout. She also indicated that GM will keep investing in AI and robotics across manufacturing and design, using tools that can predict aerodynamics without a wind tunnel, thereby accelerating product development.
Overall, Barra's outlook suggests that GM will pursue a dual-track strategy, maintaining a robust conventional vehicle portfolio while accelerating EV and autonomous-driving capabilities, a path that could shape the competitive dynamics of the global auto industry, including Europe's own transition to electric and software-enabled mobility.