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Case
| HBS Case Collection
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2005
(Revised from original 2003 version)
Reinventing the Automobile: General Motors' AUTOnomy Project
by
Alan D. MacCormack and Kerry Herman
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Abstract
Describes the history of General Motor's attempts to develop a hydrogen fuel-cell powered car. As of 2003, GM developed several prototypes of such a vehicle to demonstrate the viability of the overall concept. Many uncertainties remained, however, with respect to the issues of cost, safe storage of hydrogen on a vehicle, and the lack of a hydrogen-refueling infrastructure. Aids students in developing a strategy for pushing this initiative forward, including tackling the question of how radical the new design should be and what to do about competitors who have aggressively pushed interim technology-hybrid vehicles--which GM has chosen not to emphasize in its product portfolio. Includes color exhibits.
Keywords: Problems and Challenges;
Management;
Technology;
Transition;
Competency and Skills;
Disruptive Innovation;
Machinery and Machining;
Auto Industry;