'Auto Trends' Talks To The Only Black Executive Who Managed A $3.2 Billion Car Ad Budget (Two Shows)

Professor Mike Jackson (Photo Credit: MJ)

With DEI being such a lightning rod in schools of higher learning and in corporate America these days, it’s no coincidence America was having this same conversation two decades ago when Mike Jackson was recruited from the beverage industry by Roy Roberts, who at the time was the highest-ranking Black auto executive in the industry.

Jackson, who is currently an advertising professor, oversaw an eye-popping $3.2 billion media budget in North America during his tenure at General Motors, before exiting the industry briefly and then resurfacing a few years later at a startup EV company in a senior leadership role. 

An Industry I Have Given My Life To Has Gone Silent Like A Hybrid

This is the paint job of NASCAR's only Black fulltime driver Bubba Wallace, Jr., official Black Lives Matter car, after the sport agreed to ban the Confederate flag.

Dear Automotive Community,

Over the past few weeks, America has been dealt a triple whammy. Our country has had to manage COVID-19, the recession and the recent racial injustices that can no longer be ignored. As Americans, we are no longer in a position to lecture other countries about their human rights injustices, when this country has literally turned a blind eye to the Black community, more specifically Black men who look like me.

The industry, which I have invested my life in, has literally switched into hybrid mode - being as silent as a mouse. Unlike with COVID-19, almost every automaker wanted to show the world how they were committed to fight the virus. Most automakers adjusted their advertising to reflect the mood of America, while others offered 'Car Mortgages' and deferred payments to let Americans know, as many were sheltered in place, and unable to work, sending the message we are here for you. Some car companies converted segments of their manufacturing plant to build ventilators, while others lent out vehicles to essential workers. The automotive community showed their compassionate side, as well as their financial commitments.