2010. Lutz rejoined GM on September 1, 2001, as vice chairman of Product Development. On November 13, 2001, he was named chairman of GM North America and served in that capacity until April 4, 2005, when he assumed responsibility for Global Product Development. He also served as President of GM Europe on an interim basis from March to June 2004. On April 1, 2009, Lutz was named vice chairman/senior advisor providing strategic input into GM's Global Design and Key Product initiatives, a position he held until retirement at the end of 2009. He agreed to join the new GM at his current position. On July 23, 2009, he was appointed vice chairman, marketing and communications, and on December 4, 2009, named vice chairman, special advisor design and global product development. On May 1, 2010, Lutz retired from GM; but was retained again by GM in September 2011. Lutz Communications 2010 to present. Founder and head of Lutz Communication, which he describes as "a universal business consulting firm with an emphasis on businesses in motion." VIA Motors 2011 to present. Joined as chairman of the board. VLF Automotive 2013 to present. Founded the company alongside Gilbert Villereal. Bibliography Guts: The Seven Laws of Business That Made Chrysler the World's Hottest Car Company, 1998 Guts: 8 Laws of Business from One of the Most Innovative Business Leaders of Our Time. 2003 Car Guys vs. Bean Counters: The Battle for the Soul of American Business by Bob Lutz, 2011 ASIN B0056XQGLS Icons and Idiots: Straight Talk on Leadership, 2014 Lutz has authored four books. Guts: the 7 Laws of Business that Made Chrysler the World's Hottest Car Company in 1998, later revised in 2003 to the management and leadership book, Guts: 8 Laws of Business from One of the Most Innovative Business Leaders of Our Time is partially based on his experience as a US Marine Corps aviator. His 2011 book, Car Guys vs. Bean Counters: The Battle for the Soul of American Business, is about his experiences in the US automobile industry. It attained third place in the New York Times "Business Hardcover" category and fifth on the Wall Street Journal list. His 2013 book, Icons and Idiots: Straight Talk on Leadership is about his personal experiences with leaders and their leadership talents and foibles. It is a compendium from Lutz's more than sixty years of observation of inspirational leaders and an