THUNDER BAY – BUSINESS INSIGHT – Quick: Who is the current CEO of General Motors? What about Ford? Toyota? If you paused—or drew a blank—you’re not alone. Most people can’t name the top executives of the world’s biggest automakers. And that’s not a failure of public awareness; it’s often by design.
In most industries, CEOs are expected to lead, not perform. They steer company strategy, manage operations, and answer to shareholders, but they typically do so behind closed boardroom doors—not in the global spotlight. That’s what makes Elon Musk such an outlier, and it’s also what makes his current troubles with Tesla so instructive.
Most CEOs Stay Behind the Scenes—And for Good Reason
The current CEOs of the automotive giants—Mary Barra at General Motors, Jim Farley at Ford, and Koji Sato at Toyota—may not be household names, but their companies are global powerhouses. These leaders operate under a model of discreet executive stewardship, choosing to let products and performance speak louder than personality.
This approach ensures brand identity remains distinct from any individual. When leadership changes, as it inevitably does, the company can transition with minimal disruption.
Elon Musk: A Case Study in Overshadowing the Brand
Then there’s Elon Musk.
Musk has masterfully (and at times chaotically) intertwined his personal brand with that of Tesla, and to some extent, SpaceX, X (formerly Twitter), and even the cryptocurrency world. For years, this strategy seemed to work: Tesla’s market cap soared, Musk’s Twitter feed was viewed as gospel by fans and investors alike, and he became a pop-culture fixture.
But in recent months, Musk’s public behaviour and political affiliations—especially his close alignment with Donald Trump—have created turbulence for Tesla’s stock and reputation. His erratic online posts, controversial statements, and attention-grabbing antics have blurred the line between innovation and instability.
When a CEO becomes larger than the company, the business’s fate becomes tied to their personal decisions—whether good, bad, or bizarre.
History Shows Charisma Can Help—But Also Hurt
Elon Musk isn’t the first CEO to step into the limelight.
In the 1980s, Lee Iacocca famously became the face of Chrysler, using his charisma and leadership to secure federal loans and rebuild the company. His presence in television ads and media helped rebuild public trust and ultimately saved Chrysler from collapse.
However, other high-profile CEOs haven’t fared as well. Adam Neumann, the charismatic but controversial founder of WeWork, turned investor excitement into a massive valuation—only to see the company implode amid revelations of mismanagement and excess. Similarly, Elizabeth Holmes of Theranos once graced magazine covers as a tech visionary, only to end up convicted of fraud.
The lesson? Visibility is powerful—but risky. A well-known CEO can attract attention and investment. But when their image falters, so too can the fortunes of the company.
The Bottom Line: Visibility is a Double-Edged Sword
For companies in Northwestern Ontario and beyond, this is a valuable takeaway: Leaders matter, but no single individual should become synonymous with the entire enterprise. Whether it’s a local startup or a global automaker, maintaining brand integrity separate from any one person ensures resilience.
Elon Musk’s example is a cautionary tale. His vision helped shape Tesla, but his unpredictable public persona now risks overshadowing it. As markets react not just to earnings reports but to CEOs’ tweets and political affiliations, the importance of steady, grounded leadership becomes clearer than ever.
In the end, companies do best when the focus stays on their mission—not just their mouthpiece.