General Motors has brought back a familiar face in its time of need, announcing the re-hiring of spokesman Steve Harris, who earlier helmed the American carmaker's public relations when it faced bankruptcy, Reuters reported.
The Detroit, Mich.-headquartered company has been struggling in the wake of a massive small car recall that comprises 2.6 million vehicles and has been connected with 13 deaths. Perhaps Harris' return, which is currently on a contract basis for a set period of time, will give the automaker's image the boost it needs.
"We continue to draw from a variety of expertise to help guide our response to the ignition switch recall," GM spokesman Greg Martin said in a statement quoted by Reuters.
"Steve Harris' deep background with GM and proven experience will be of great help to us during this period of time."
Harris worked as GM's head spokesman for two periods, first from 1999 to 2003 and then from 2006 to 2009.
His announced return comes less than a month after Selim Bingol, then GM's senior vice president for global communications and public policy, exited the company along with another top official, Melissa Howell, who had been serving as senior vice president for global human resources.
The change marked the first major staff shakeup since Barra took over as CEO in January and almost immediately had to deal with the ignition switch debacle. The small car recall was not related to Bingol and Howell's departure, a GM spokesman told The New York Times.
The company, which is still fielding criticism for its delay in mending the fatal ignition switches, hasn't yet named a permanent replacement for Bingol.
During a hearing before Congress as part of a federal investigation into the company, GM CEO Mary Barra vowed the automaker would promote a new culture that focuses on owners.
Subcommittee chairman Tim Murphy asked the CEO how GM would "balance cost and safety." Barra countered that the carmaker will instead focus on how quickly the issue can be fixed.
"We've moved to a ... customer culture," she said.
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