Pity Joel Ewanick

How would you like to be in Joel Ewanick's shoes?

Credited with transforming Hyundai's image with an inspiring marketing strategy, he was lured to Nissan in March. There, he stayed just long enough for a cup of coffee before GM came calling.

This week, the 49-year-old executive became GM's third marketing chief in less than five months.

Why such churn? GM's resurgence, seemingly in high gear in the wake of encouraging sales and early loan repayments to the Treasury, isn't happening nearly fast enough for CEO Ed Whitacre.

GM has been shaken from its legendary slumber, to be sure. But there exists now a culture of fear.

As one informed suit confides: “‘Keep your head down and keep working,’ That’s what I’ll tell my employees.”

Fear is an effective motivator, but only in the short term. Eventually, it gives way to resentment.

Contrast what has transpired at Chrysler which, like GM, also is struggling to erase the nightmare of bankruptcy. After a minor tweak two months into his tenure, Sergio Marchionne -- who doesn't have a fraction of the new products Whitacre has to work with -- has stood behind his management team.

This despite sales that nosedived (until last month's 24.9% upturn) and financials that promised no accelerated repayment on its loans.

I recall meeting with Marchionne in a stuffy conference room during January's Detroit auto show. One of the gaggle of journalists present asked him if he were concerned about the intellectual capital in Auburn Hills. Marchionne was dumbstruck.

"These guys are not turkeys!" he shot back.

But unlike his GM counterpart, Marchionne has righted a floundering car company before. He knows you don't win races by starting in third gear.

Until Whitacre throttles back his expectations to match the industry's inherent limitations, I say to Joel: Keep your head down and keep working.