Red Sofa Interview | GM’s Jeff Morrison on deepening partnerships with suppliers

On the Red Sofa at ALSC Global 2024, Jeff Morrison, who heads GM’s global purchasing and supply chain, shared crucial insights on the evolving challenges and priorities within the automotive logistics and supply chain industry.

Morrison highlighted that the industry is currently grappling with significant disruptions, particularly as it transitions towards electrification and automated driving. “We’re moving towards electrified propulsion, and our electrical architectures are changing,” he said. This evolution necessitates deeper partnerships not just with Tier-1 suppliers but extending all the way to raw material sources, especially in the semiconductor and battery supply chains.

With ongoing capacity constraints influenced by strikes and fluctuating global market dynamics, Morrison emphasised the importance of securing logistics capacity. “We want to ensure that we can flow materials efficiently to build vehicles and deliver them to customers,” he explained, underscoring the need for preferential treatment from logistics partners.

As the EV market continues to expand, optimising logistics becomes even more crucial. Morrison pointed out the necessity to rethink traditional transportation methods: “With the weight of EVs, we need to consider whether existing car haulers are still viable.” The push for innovative solutions in vehicle delivery aligns with GM’s commitment to making the logistics process as efficient as possible.

In closing, Morrison called for open dialogue with logistics partners, urging them to share insights and innovations. “Let’s discuss how we can work differently together,” he said, highlighting the goal of building strategic partnerships that align with both GM’s operational needs and future growth ambitions.

As the automotive landscape evolves, GM’s focus on collaboration, innovation, and sustainability positions it to navigate upcoming challenges effectively while continuing to deliver value to its customers.

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