GM shifts focus to safety after scandal

General Motors has spent over a decade rebuilding its reputation following the ignition switch crisis that resulted in 124 deaths and 275 injuries. Safety now dominates discussions across the company, with employees describing it as a constant focus.

Jeff Ronne, GM’s global director of safety strategy, stated that the topic leads every meeting agenda. “It is the first thing discussed at all meetings and events,” he said. The automaker also observes an annual global safety week to emphasize workplace protocols and personal well-being.

During a recent demonstration at GM’s Milford Proving Ground in Michigan, the company showed how safety features have become standard across its lineup, including budget-friendly models. A 2026 Chevrolet Trax, priced at $23,495, includes 12 standard safety technologies. The $28,995 Chevy Bolt EV offers 20, such as automatic emergency braking, lane-keep assist, and forward collision alerts.

Pam Walz, senior marketing manager for Chevrolet crossovers and SUVs, explained that these systems act when drivers cannot. “The vehicle can steer, accelerate, or brake independently to prevent a collision,” she said.

This period aligns with what the National Highway Traffic Safety Administration calls the “100 deadliest days” for drivers, running from Memorial Day to Labor Day. Ronne pointed out that roughly 40,000 people die in U.S. traffic crashes annually, many in older vehicles. He added that making newer, safer cars more accessible could help phase out those older models.

Bridget O’Brien, a GM safety engineer since 1988, recalled when safety meant basic features like power steering and an energy-absorbing steering column. She worked on the 1990 Chevrolet Suburban, which lacked airbags but included rear antilock brakes—a rare feature at the time. “The cameras and active safety systems available now were beyond imagination back then,” she said.

O’Brien expressed pride in how today’s advancements reach beyond luxury vehicles. Adaptive cruise control and pedestrian braking are now standard on entry-level models. “The focus has shifted from surviving crashes to preventing them,” she said.

Ronne echoed her assessment, describing active safety systems as the biggest advancement. “These technologies don’t just protect you during a crash—they help avoid it altogether,” he said.

While GM’s efforts mirror industry trends, employees describe the company’s approach as unusually rigorous. Regina Carto, vice president of global product safety, noted that safety messages open every meeting, sometimes featuring letters from customers whose lives were saved by GM’s technology. “It’s become part of our culture,” she said.

The company’s commitment extends beyond vehicles. Safety week includes workplace training, mental health resources, and reminders about habits like seatbelt use. Ronne emphasized that the goal is to make safety instinctive for everyone at GM, not just drivers.

For a company once defined by its failures, the message is straightforward: safety forms the core of its operations.