The key to the partnership between OEM and dealer is honest, open communication, and General Motors is working to improve relations with its 3,000 U.S. dealers.

That’s the word from Alan Batey, GM’s U.S. sales chief, on the company’s desire to improve communications with dealers regarding its Essential Brand Elements program. Batey shared his thoughts in an interview on National Automobile Dealers Association’s AutoFocus with David Hyatt.

The EBE program has been the source of controversy among GM dealers, many of whom say the small dealer is treated unfairly.

Batey, a third-generation GM employee who has worked internationally during his 33-year career and now works in the U.S., said communicating clearly to dealers is very important in making sure everyone understands the company’s message and strategy.

While GM and its dealers will not always agree on business points, he said, there’s a need for mutual understanding.

“The key to our partnership is open, honest communication,” he said. “We need to listen to their point of view; we need to try and take it on board wherever we can, but where there is a difference, they also need to understand our perspective.

“And then ultimately we need to create trust, because when you don’t have trust in a relationship unfortunately decision making becomes slow, and in this fast moving industry we’re in, we’re going to lose.”

Batey credited NADA’s recent visit to Detroit for helping to generate ideas for improving GM’s communications with its smaller dealers.

“We’ve taken that advice on board, and in fact, we’re going to lay out a plan so that every dealer in the nation who wants to have face-to-face consultancy with us on a confidential basis can get it,” he said.

Also of note is the company’s focus on improving facilities.

“I think it’s true to say that the face of our business is our dealers,” Batey said. “Clearly, as we came out of bankruptcy one of our challenges was that the face of our brands was not consistent. And frankly, our facilities lagged our competitors. So we knew we needed to do something, do it fast, and provide a financial platform for dealers to be able to use to fund their investments.

“I would say we’re at a point right now where we’ve got a lot of facilities going up," he continued. "These are voluntary programs, so dealers can opt to do it or not. We’re really working with every dealer individually, making sure they understand the program, they understand the requirements, and they do it if it makes good business sense to do it.”

Improved communications, updated facilities and new product launches are part of the company’s vision, Batey said, one that requires engagement across the organization.

“We want to move away from being competitive, to being the best,” he said. “We have a very clear vision, and we now need to move fast and deliver against that vision. One company globally, one GM, with our brands distinctively positioned in the market, and then it’s all about execution with excellence and passion in everything we do.”

To view the interview, click here.