DETROIT -

General Motors chairman and chief executive officer Dan Akerson reached out to franchise dealers this week in an attempt to heal the wounds caused by the company bankruptcy, store reductions and other problems.

Akerson began a recent speech by being blunt, stressing, “The hard truth is that GM didn’t always do a great job listening to you in years past.

“Today, we’re working hard to build positive, lasting relationships with all of you,” Akerson insisted at the Automotive News World Congress, one of the many events associated with this week’s North American International Auto Show.

“I know the bankruptcy proceedings were tough on a lot of valued partners, including many of our suppliers and dealers,” he continued. “I can’t wave a magic wand and erase that. But I can pledge that we will work with you. We will keep the lines of communication open, and we will treat you as the valued partners you are.”

While including suppliers in the conversation, too, Akerson elaborated further about what it’s going to take to improve relations between the automaker and its franchise dealers.

“For our dealers, we need to provide you with the best-designed, best-engineered, best-quality products possible as fast and as often as we can,” Akerson declared. “That’s why we’re raising our R&D and product spending this year and why we’ll maintain it at higher levels in good times and bad.

“And we need you to make the customers’ experience the best in the business because that is where our mutual business is won or lost,” he added.

In fact, customers that dealers see in the service department or the showroom are top of mind at GM.

“Our biggest challenge right now is to get more people to put GM on their consideration list — to give us a fighting chance of getting them behind the wheel of a Chevy, Buick, GMC or Cadillac,” Akerson emphasized. “In many ways, that comes down to rebuilding trust. And we’ll do that by proving every day that GM is a new and different company than it was two years ago.”

Of course the happenings of two years ago are GM’s bankruptcy declaration and significant federal government funding injection. Akerson pointed out the performance health of not only GM but also Chrysler and Ford is paramount to success of the American auto industry.

“I also believe there is absolutely no reason why American automakers shouldn’t be able to compete in this space and even lead the way,” Akerson stressed.

“At the same time, we simply will not succeed if we continue to do business the same way we always have. We need to find, as the theme of this Congress states, ‘The Next Normal,’” he continued.

“We cannot take two of America’s big three auto companies through the acid bath of bankruptcy, call for huge sacrifices from our suppliers, dealers, investors, employees and retirees and then be content with a smaller version of the same old industry,” Akerson went on to say. “The old ways and the old business models are gone. Today, we need an industry that puts customers first that values speed and agility and that continually adapts to a rapidly changing world.”

One area where Akerson believes the industry might be changing the most is in technology. As referenced in his pledge to dealers, GM has its eyes on improving technology so the automaker can adapt like other industries.

“I’ve been in this business for a relatively short period of time. You know it far better than I do,” Akerson told the gathering. “But when I walk the show, I am struck by just how tough the global competition is in this business. The quality, the engineering, the innovation from every corner of the world — it is truly awesome.

“Look what happened to the music industry when technology changed — when Napster and iTunes and others rewrote the rules. Look what happened to the photo industry when technology changed,” Akerson continued. “How many among you have a camera that requires film since cameras have gone digital?

“My point is that technology continually advances and it has the power to transform industries,” he responded. “It is changing ours right now. Will we let ourselves become casualties of that change? Or will we lead it?”

To answer those last questions, Akerson cited the successes of the Chevrolet Volt. GM added to its collection of honors for that model this week when it was picked as the North American Car of the Year.

“That’s why the Chevy Volt is so important. It’s not another ‘me too’ vehicle. But it’s not the ultimate solution, either. Volt is a glimpse into what is possible for all of us,” Akerson offered.

“I know this industry has been through a lot the last several years, very difficult times. But we’re all here today thanks to a lot of hard work,” he explained. “And we’re beginning to see what the future holds. And that future is bright. That’s what Wall Street told all of us on Nov. 18 when investors beat a path to GM’s door. If we keep pushing, we can change this industry.”

With such lofty objectives, Akerson wrapped up his comments by offering some suggestions.

“As I said, I’m still new to the auto business, but I know you win in any business with great products, great quality and great customer service,” Akerson stated. “And I know that we’ll get there by working together to achieve our mutual goals.

“The chain is only as strong as its weakest link,” he continued. “Automakers are only as good as their cars. Our cars are only as good as our parts. Our reputation is only as good as our dealers. And so on.

“We need to set high expectations,” Akerson added. “We need to demand a lot from ourselves and each other.”

Akerson emphasized that GM needs to “demonstrate that we have learned from the past and are determined never to repeat it.” The CEO finished his speech by thanking attendees and the industry for aiding GM from near extinction.

“At GM, we are humbled by our near-death experience and deeply appreciate the support we received from so many people and organizations since then,” Akerson stressed.

“For the first time in a generation, the automotive playing field in America is level. Now, the best car truly can win again and we’re going to fight hard to be the company that builds those cars,” he went on to say.

“We look forward to earning the public’s trust and respect every single day, and we look forward to a much brighter future for all of us,” Akerson concluded.