General Motors said this week it "won't hesitate" to redo or delay existing vehicles or models under development if they are poorly received or underperforming.

"Once in a while, when we don't score on the timeline we should have scored on in terms of developing the car, we stop it. We stop design and development of car and look at why is the customer telling us it's good but not great," Mark Reuss, GM's incoming global product development chief, said at the Detroit Auto Show, according to Reuters.

GM started the strategy last year with the Chevrolet Cruze and Malibu. The automaker offered a restyled option of the Malibu to try increasing 18 months of disappointing sales.

The Chevrolet Malibu mid-size vehicle received a major redesign in early 2012.

Incoming Chief Executive Officer Mary Barra will replace Reuss as head of global product development.

Reuss said that there is a lot of waste and cost that can be cut from product development operations even after all they have done so far, adding there are "a couple of things that I think need some help."

"It's on the right course, but given more time  you're going to keep making it better," said Reuss at the event.

Reuss said the GM design team is "firing on all cylinders" as the company has to focus on launching better vehicles during 2014.

In the U.S., GM will release 32 new or refurbished vehicles by 2015.

GM has lost money for 13 straight years in Europe, but claims to have a plan to help increase product rollouts, according to Reuters. 

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