View the full session recording below.
For General Motors’ Duncan Aldred, Detroit is the heart of General Motors, and the place he deliberately chose to build his career. The connection between the company and Detroit spans more than a century, beginning with its first headquarters downtown in 1911, and became the reason why Aldred chose to work in the Motor City. For him, General Motors’ presence downtown and having its global headquarters in the city is not just symbolic, it’s integral to the city’s identity and that of the company.
“It really feels like [General Motors is] part of the fabric of the city… We want it to be a place where people can collaborate, innovate, and really use the space to form activities as well,” Aldred said.
“We’ve got to invest in our workforce… We’ve got to build an adaptable workforce that can not only change with the times but lead that change as well.”
Acknowledging that the automotive industry is undergoing profound, rapid change, Aldred highlighted that the skills required of today’s workforce are fundamentally different than those of the past. AI, advanced manufacturing, and integrated digital systems have reshaped career paths at General Motors and have influenced how they invest in education and local talent development.
Detroit’s workers, he says, consistently prove themselves up to the task and underscore General Motors’ continued commitment to stay within the city.
“I’ve really learned just how great the people of Detroit are responding, leading, wanting to win, and really making [General Motors] win in this ever‑changing environment.”
Detroit’s resurgence has elevated its appeal as a destination for talent, and General Motors’ powerful brand identity plays a role in that momentum. Aldred said, “We’re an attractive company to work for… and the vast majority of those people are based here.”
Much of that appeal stems from General Motors’ reputation as a global innovator whose deep roots in Detroit continue to define its culture and vision.
That heritage shapes a cultural mindset grounded in creativity, adaptability, and bold innovation. Aldred highlighted General Motors’ internal focus on speaking fearlessly, pushing boundaries, and embracing change — values forged through decades of industry disruptions. It’s a culture that attracts people who want to build the future, not react to it. “We’re always pushing the boundaries… we know how important it is to carry on.”
At every turn, Aldred credits the teams in Detroit and across General Motors for driving its reputation. “I’ve seen and led teams that have gone through phenomenal times like that, and people here are quick, resilient, and ready to lead.”
