35 YEARS · $50B+ REVENUE MANAGED · 42 MARKETS · 20+ boards
35 YEARS · $50B+ REVENUE MANAGED
42 MARKETS · 20+ boards
Navigating Automotive's
Next Decade
Sustainable mobility solutions from an operator and advisor who has run the markets investors, OEMs, and governments will enter next.
WHO WE WORK WITH
These markets reward operating intelligence over analysis.
These markets reward operating intelligence over analysis.
These markets reward operating intelligence over analysis.
Family Offices
Family offices with automotive, mobility, or emerging market exposure who need operating judgment on which opportunities are real, from someone who has run the businesses they are evaluating.
Family Offices
Family offices with automotive, mobility, or emerging market exposure who need operating judgment on which opportunities are real, from someone who has run the businesses they are evaluating.
Family Offices
Family offices with automotive, mobility, or emerging market exposure who need operating judgment on which opportunities are real, from someone who has run the businesses they are evaluating.
OEMs Going Global
Manufacturers entering new markets who need someone fluent on both sides: the organization moving in, and the market being entered. Knowing one without the other is where market entry fails.
OEMs Going Global
Manufacturers entering new markets who need someone fluent on both sides: the organization moving in, and the market being entered. Knowing one without the other is where market entry fails.
OEMs Going Global
Manufacturers entering new markets who need someone fluent on both sides: the organization moving in, and the market being entered. Knowing one without the other is where market entry fails.
Governments & Ministries
Policymakers building EV frameworks or seeking automotive investment who need to know what the industry will actually respond to.
Governments & Ministries
Policymakers building EV frameworks or seeking automotive investment who need to know what the industry will actually respond to.
Governments & Ministries
Policymakers building EV frameworks or seeking automotive investment who need to know what the industry will actually respond to.
Investors & Boards
PE firms, sovereign funds, and boards overseeing automotive platforms or evaluating executive leadership who need direct operating and advisory experience at the table.
Investors & Boards
PE firms, sovereign funds, and boards overseeing automotive platforms or evaluating executive leadership who need direct operating and advisory experience at the table.
Investors & Boards
PE firms, sovereign funds, and boards overseeing automotive platforms or evaluating executive leadership who need direct operating and advisory experience at the table.
About
ABOUT
Terence Johnsson
Terence Johnsson is the founder and principal of Cerutus, a consulting practice for investors, family offices, governments, and founders navigating automotive's transformation. Over 35 years, he has managed more than $50B in revenue across five continents and built his record by reading the industry's shifts before the market did, then leading teams to move first. He advises from a position few hold: he has run the businesses on both sides of the transactions his clients face.
Read more
As President and CEO of General Motors Middle East, he took a fifth-place business to second in market share, delivering 300 percent growth and top-three global profit-per-vehicle performance. As Chief Revenue Officer of General Motors China, he ran a $40B business to first position in the world's largest automotive market and 2.5 times earnings growth. At Volkswagen, he restructured operations across the Americas while leading governance reform, delivering 40 percent growth. At Audi, he ran a $5B P&L across 42 markets. Most recently, as Group CEO of World Automotive Group in the Gulf, he built a multi-vertical automotive services enterprise across data, fintech, insurtech, and AI-native operations before completing the mandate in 2026. He has served on more than 20 boards across 13 countries, often as chairman or vice chairman, leading CEO succession, governance remediation, and crisis oversight. Born in India and raised internationally, Terence holds an MBA from the University of South Carolina and a degree in Economics from Andrews University.
METHODOLOGY
The Blue Water Method
Every serious move in automotive's next decade starts in murky water. Like his great-grandfather charting the open seas, Terence has spent thirty-five years reading conditions others couldn't see through. The work is getting to blue water, where the real constraint is visible, the right course is clear, and the move can be made with confidence.
Every serious move in automotive's next decade starts in murky water. Like my great- grandfather charting the open seas, I've spent thirty-five years reading conditions others couldn't see through. The work is getting to blue water, where the real constraint is visible, the right course is clear, and the move can be made with confidence.
01
Surface
Underneath the stated brief is where the real opportunity usually lives. The full picture is almost always larger than the opening question. Surface is where the engagement begins: what is actually being asked here?
02
Read the Water
The stated problem is rarely the real one. The first work is finding what's actually there beneath it: the constraint that determines everything, not the symptom that prompted the call.
03
Chart the Course
The real route forward, built from first principles. Not what the industry framework says should work, but what will actually work for this client, in this market, under these conditions.
04
Ready the Crew
The best plan is worthless if the organization can't sail it. The recommendation is calibrated to what this specific client can genuinely execute, not the theoretical optimum.
05
Take the Helm
The client presents the plan, defends it, and carries it without Terence in the room. If they can't stand behind it, it isn't theirs yet. Ownership is the outcome.
Real Impact
Testimonials
Testimonials
"
I'd bring him an idea built on AI or a new business model, and he'd do what most industry veterans can't. He'd cut it to the two or three questions that decide it, tell me which dealers, OEMs and F&I players would actually pay for it, and translate it into language a board would buy. He didn't slow the technology down, he made it commercial ... If I were starting a company tomorrow that had to bridge technology and a traditional industry, he's the first person I'd call.
Raymond Zhu
CEO at Dhow Holding
"
Terry combines strong strategic vision with a highly pragmatic operational mindset. He has a remarkable ability to assess complex business situations, define clear strategic priorities and align organizations around execution ... I strongly recommend Terry as a senior executive and transformational business leader.
Thomas Rebeyrol
M&A & Strategy, ex-TotalEnergies
"
Terry has a rare ability to keep complex organizations moving ... He builds alignment through constant, clear communication rather than authority, and people follow him because of it."
Frederik Bisbjerg
Managing Director & Co-Founder, Axxion
"
[Terence] is extremely knowledgeable and passionate about electrification, digital and e-commerce transformation. A solid supportive mentor with great vision and clarity. On several projects he acts not only as a leader, an essential team player but more of the cultural change that drives the momentum. He is my go to consultant, friend and mentor on anything related to automotive management, automotive transformation and new technology even on how global actions affect the industry. He has helped me numerous times navigate through challenging circumstances in my role as group VP and CEO for automotive groups in the GCC.
Riad Gohar
Automotive Group Executive, GCC
"
I'd bring him an idea built on AI or a new business model, and he'd do what most industry veterans can't. He'd cut it to the two or three questions that decide it, tell me which dealers, OEMs and F&I players would actually pay for it, and translate it into language a board would buy. He didn't slow the technology down, he made it commercial ... If I were starting a company tomorrow that had to bridge technology and a traditional industry, he's the first person I'd call.
Raymond Zhu
CEO at Dhow Holding
"
Terry combines strong strategic vision with a highly pragmatic operational mindset. He has a remarkable ability to assess complex business situations, define clear strategic priorities and align organizations around execution ... I strongly recommend Terry as a senior executive and transformational business leader.
Thomas Rebeyrol
M&A & Strategy, ex-TotalEnergies
"
Terry has a rare ability to keep complex organizations moving ... He builds alignment through constant, clear communication rather than authority, and people follow him because of it."
Frederik Bisbjerg
Managing Director & Co-Founder, Axxion
"
[Terence] is extremely knowledgeable and passionate about electrification, digital and e-commerce transformation. A solid supportive mentor with great vision and clarity. On several projects he acts not only as a leader, an essential team player but more of the cultural change that drives the momentum. He is my go to consultant, friend and mentor on anything related to automotive management, automotive transformation and new technology even on how global actions affect the industry. He has helped me numerous times navigate through challenging circumstances in my role as group VP and CEO for automotive groups in the GCC.
Riad Gohar
Automotive Group Executive, GCC
"
I'd bring him an idea built on AI or a new business model, and he'd do what most industry veterans can't. He'd cut it to the two or three questions that decide it, tell me which dealers, OEMs and F&I players would actually pay for it, and translate it into language a board would buy. He didn't slow the technology down, he made it commercial ... If I were starting a company tomorrow that had to bridge technology and a traditional industry, he's the first person I'd call.
Raymond Zhu
CEO at Dhow Holding
"
Terry combines strong strategic vision with a highly pragmatic operational mindset. He has a remarkable ability to assess complex business situations, define clear strategic priorities and align organizations around execution ... I strongly recommend Terry as a senior executive and transformational business leader.
Thomas Rebeyrol
M&A & Strategy, ex-TotalEnergies
"
Terry has a rare ability to keep complex organizations moving ... He builds alignment through constant, clear communication rather than authority, and people follow him because of it."
Frederik Bisbjerg
Managing Director & Co-Founder, Axxion
"
[Terence] is extremely knowledgeable and passionate about electrification, digital and e-commerce transformation. A solid supportive mentor with great vision and clarity. On several projects he acts not only as a leader, an essential team player but more of the cultural change that drives the momentum. He is my go to consultant, friend and mentor on anything related to automotive management, automotive transformation and new technology even on how global actions affect the industry. He has helped me numerous times navigate through challenging circumstances in my role as group VP and CEO for automotive groups in the GCC.
Riad Gohar
Automotive Group Executive, GCC
"
I'd bring him an idea built on AI or a new business model, and he'd do what most industry veterans can't. He'd cut it to the two or three questions that decide it, tell me which dealers, OEMs and F&I players would actually pay for it, and translate it into language a board would buy. He didn't slow the technology down, he made it commercial ... If I were starting a company tomorrow that had to bridge technology and a traditional industry, he's the first person I'd call.
Raymond Zhu
CEO at Dhow Holding
"
Terry combines strong strategic vision with a highly pragmatic operational mindset. He has a remarkable ability to assess complex business situations, define clear strategic priorities and align organizations around execution ... I strongly recommend Terry as a senior executive and transformational business leader.
Thomas Rebeyrol
M&A & Strategy, ex-TotalEnergies
"
Terry has a rare ability to keep complex organizations moving ... He builds alignment through constant, clear communication rather than authority, and people follow him because of it."
Frederik Bisbjerg
Managing Director & Co-Founder, Axxion
"
[Terence] is extremely knowledgeable and passionate about electrification, digital and e-commerce transformation. A solid supportive mentor with great vision and clarity. On several projects he acts not only as a leader, an essential team player but more of the cultural change that drives the momentum. He is my go to consultant, friend and mentor on anything related to automotive management, automotive transformation and new technology even on how global actions affect the industry. He has helped me numerous times navigate through challenging circumstances in my role as group VP and CEO for automotive groups in the GCC.
Riad Gohar
Automotive Group Executive, GCC
"
I'd bring Terence an idea built on AI or a new business model, and he'd do what most industry veterans can't. He'd cut it to the two or three questions that decide it, tell me which dealers, OEMs and F&I players would actually pay for it, and translate it into language a board would buy. Cerutus didn't slow the technology down, they made it commercial ... If I were starting a company tomorrow that had to bridge technology and a traditional industry, Terence is the first person I'd call.
Raymond Zhu
CEO at Dhow Holding
"
Cerutus combines strong strategic vision with a highly pragmatic operational mindset. Terence has a remarkable ability to assess complex business situations, define clear strategic priorities and align organizations around execution ... I strongly recommend Terry as a senior executive and transformational business leader.
Thomas Rebeyrol
M&A & Strategy, ex-TotalEnergies
"
Cerutus has a rare ability to keep complex organizations moving ... Terence builds alignment through constant, clear communication rather than authority, and people follow him because of it."
Frederik Bisbjerg
Managing Director & Co-Founder, Axxion
"
Terence is extremely knowledgeable and passionate about electrification, digital and e-commerce transformation. A solid supportive mentor with great vision and clarity. On several projects Terence acts not only as a leader, an essential team player but more of the cultural change that drives the momentum. He is my go to consultant, friend and mentor on anything related to automotive management, automotive transformation and new technology even on how global actions affect the industry. He has helped me numerous times navigate through challenging circumstances in my role as group VP and CEO for automotive groups in the GCC.
Riad Gohar
Automotive Group Executive, GCC
"
I'd bring Terence an idea built on AI or a new business model, and he'd do what most industry veterans can't. He'd cut it to the two or three questions that decide it, tell me which dealers, OEMs and F&I players would actually pay for it, and translate it into language a board would buy. Cerutus didn't slow the technology down, they made it commercial ... If I were starting a company tomorrow that had to bridge technology and a traditional industry, Terence is the first person I'd call.
Raymond Zhu
CEO at Dhow Holding
"
Cerutus combines strong strategic vision with a highly pragmatic operational mindset. Terence has a remarkable ability to assess complex business situations, define clear strategic priorities and align organizations around execution ... I strongly recommend Terry as a senior executive and transformational business leader.
Thomas Rebeyrol
M&A & Strategy, ex-TotalEnergies
"
Cerutus has a rare ability to keep complex organizations moving ... Terence builds alignment through constant, clear communication rather than authority, and people follow him because of it."
Frederik Bisbjerg
Managing Director & Co-Founder, Axxion
"
Terence is extremely knowledgeable and passionate about electrification, digital and e-commerce transformation. A solid supportive mentor with great vision and clarity. On several projects Terence acts not only as a leader, an essential team player but more of the cultural change that drives the momentum. He is my go to consultant, friend and mentor on anything related to automotive management, automotive transformation and new technology even on how global actions affect the industry. He has helped me numerous times navigate through challenging circumstances in my role as group VP and CEO for automotive groups in the GCC.
Riad Gohar
Automotive Group Executive, GCC
"
I'd bring Terence an idea built on AI or a new business model, and he'd do what most industry veterans can't. He'd cut it to the two or three questions that decide it, tell me which dealers, OEMs and F&I players would actually pay for it, and translate it into language a board would buy. Cerutus didn't slow the technology down, they made it commercial ... If I were starting a company tomorrow that had to bridge technology and a traditional industry, Terence is the first person I'd call.
Raymond Zhu
CEO at Dhow Holding
"
Cerutus combines strong strategic vision with a highly pragmatic operational mindset. Terence has a remarkable ability to assess complex business situations, define clear strategic priorities and align organizations around execution ... I strongly recommend Terry as a senior executive and transformational business leader.
Thomas Rebeyrol
M&A & Strategy, ex-TotalEnergies
"
Cerutus has a rare ability to keep complex organizations moving ... Terence builds alignment through constant, clear communication rather than authority, and people follow him because of it."
Frederik Bisbjerg
Managing Director & Co-Founder, Axxion
"
Terence is extremely knowledgeable and passionate about electrification, digital and e-commerce transformation. A solid supportive mentor with great vision and clarity. On several projects Terence acts not only as a leader, an essential team player but more of the cultural change that drives the momentum. He is my go to consultant, friend and mentor on anything related to automotive management, automotive transformation and new technology even on how global actions affect the industry. He has helped me numerous times navigate through challenging circumstances in my role as group VP and CEO for automotive groups in the GCC.
Riad Gohar
Automotive Group Executive, GCC
"
I'd bring Terence an idea built on AI or a new business model, and he'd do what most industry veterans can't. He'd cut it to the two or three questions that decide it, tell me which dealers, OEMs and F&I players would actually pay for it, and translate it into language a board would buy. Cerutus didn't slow the technology down, they made it commercial ... If I were starting a company tomorrow that had to bridge technology and a traditional industry, Terence is the first person I'd call.
Raymond Zhu
CEO at Dhow Holding
"
Cerutus combines strong strategic vision with a highly pragmatic operational mindset. Terence has a remarkable ability to assess complex business situations, define clear strategic priorities and align organizations around execution ... I strongly recommend Terry as a senior executive and transformational business leader.
Thomas Rebeyrol
M&A & Strategy, ex-TotalEnergies
"
Cerutus has a rare ability to keep complex organizations moving ... Terence builds alignment through constant, clear communication rather than authority, and people follow him because of it."
Frederik Bisbjerg
Managing Director & Co-Founder, Axxion
"
Terence is extremely knowledgeable and passionate about electrification, digital and e-commerce transformation. A solid supportive mentor with great vision and clarity. On several projects Terence acts not only as a leader, an essential team player but more of the cultural change that drives the momentum. He is my go to consultant, friend and mentor on anything related to automotive management, automotive transformation and new technology even on how global actions affect the industry. He has helped me numerous times navigate through challenging circumstances in my role as group VP and CEO for automotive groups in the GCC.
Riad Gohar
Automotive Group Executive, GCC
"
I'd bring Terence an idea built on AI or a new business model, and he'd do what most industry veterans can't. He'd cut it to the two or three questions that decide it, tell me which dealers, OEMs and F&I players would actually pay for it, and translate it into language a board would buy. Cerutus didn't slow the technology down, they made it commercial ... If I were starting a company tomorrow that had to bridge technology and a traditional industry, Terence is the first person I'd call.
Raymond Zhu
CEO at Dhow Holding
"
Cerutus combines strong strategic vision with a highly pragmatic operational mindset. Terence has a remarkable ability to assess complex business situations, define clear strategic priorities and align organizations around execution ... I strongly recommend Terry as a senior executive and transformational business leader.
Thomas Rebeyrol
M&A & Strategy, ex-TotalEnergies
"
Cerutus has a rare ability to keep complex organizations moving ... Terence builds alignment through constant, clear communication rather than authority, and people follow him because of it."
Frederik Bisbjerg
Managing Director & Co-Founder, Axxion
"
Terence is extremely knowledgeable and passionate about electrification, digital and e-commerce transformation. A solid supportive mentor with great vision and clarity. On several projects Terence acts not only as a leader, an essential team player but more of the cultural change that drives the momentum. He is my go to consultant, friend and mentor on anything related to automotive management, automotive transformation and new technology even on how global actions affect the industry. He has helped me numerous times navigate through challenging circumstances in my role as group VP and CEO for automotive groups in the GCC.
Riad Gohar
Automotive Group Executive, GCC
"
I'd bring Terence an idea built on AI or a new business model, and he'd do what most industry veterans can't. He'd cut it to the two or three questions that decide it, tell me which dealers, OEMs and F&I players would actually pay for it, and translate it into language a board would buy. Cerutus didn't slow the technology down, they made it commercial ... If I were starting a company tomorrow that had to bridge technology and a traditional industry, Terence is the first person I'd call.
Raymond Zhu
CEO at Dhow Holding
"
Cerutus combines strong strategic vision with a highly pragmatic operational mindset. Terence has a remarkable ability to assess complex business situations, define clear strategic priorities and align organizations around execution ... I strongly recommend Terry as a senior executive and transformational business leader.
Thomas Rebeyrol
M&A & Strategy, ex-TotalEnergies
"
Cerutus has a rare ability to keep complex organizations moving ... Terence builds alignment through constant, clear communication rather than authority, and people follow him because of it."
Frederik Bisbjerg
Managing Director & Co-Founder, Axxion
"
Terence is extremely knowledgeable and passionate about electrification, digital and e-commerce transformation. A solid supportive mentor with great vision and clarity. On several projects Terence acts not only as a leader, an essential team player but more of the cultural change that drives the momentum. He is my go to consultant, friend and mentor on anything related to automotive management, automotive transformation and new technology even on how global actions affect the industry. He has helped me numerous times navigate through challenging circumstances in my role as group VP and CEO for automotive groups in the GCC.
Riad Gohar
Automotive Group Executive, GCC
"
I'd bring Terence an idea built on AI or a new business model, and he'd do what most industry veterans can't. He'd cut it to the two or three questions that decide it, tell me which dealers, OEMs and F&I players would actually pay for it, and translate it into language a board would buy. Cerutus didn't slow the technology down, they made it commercial ... If I were starting a company tomorrow that had to bridge technology and a traditional industry, Terence is the first person I'd call.
Raymond Zhu
CEO at Dhow Holding
"
Cerutus combines strong strategic vision with a highly pragmatic operational mindset. Terence has a remarkable ability to assess complex business situations, define clear strategic priorities and align organizations around execution ... I strongly recommend Terry as a senior executive and transformational business leader.
Thomas Rebeyrol
M&A & Strategy, ex-TotalEnergies
"
Cerutus has a rare ability to keep complex organizations moving ... Terence builds alignment through constant, clear communication rather than authority, and people follow him because of it."
Frederik Bisbjerg
Managing Director & Co-Founder, Axxion
"
Terence is extremely knowledgeable and passionate about electrification, digital and e-commerce transformation. A solid supportive mentor with great vision and clarity. On several projects Terence acts not only as a leader, an essential team player but more of the cultural change that drives the momentum. He is my go to consultant, friend and mentor on anything related to automotive management, automotive transformation and new technology even on how global actions affect the industry. He has helped me numerous times navigate through challenging circumstances in my role as group VP and CEO for automotive groups in the GCC.
Riad Gohar
Automotive Group Executive, GCC
"
I'd bring Terence an idea built on AI or a new business model, and he'd do what most industry veterans can't. He'd cut it to the two or three questions that decide it, tell me which dealers, OEMs and F&I players would actually pay for it, and translate it into language a board would buy. Cerutus didn't slow the technology down, they made it commercial ... If I were starting a company tomorrow that had to bridge technology and a traditional industry, Terence is the first person I'd call.
Raymond Zhu
CEO at Dhow Holding
"
Cerutus combines strong strategic vision with a highly pragmatic operational mindset. Terence has a remarkable ability to assess complex business situations, define clear strategic priorities and align organizations around execution ... I strongly recommend Terry as a senior executive and transformational business leader.
Thomas Rebeyrol
M&A & Strategy, ex-TotalEnergies
"
Cerutus has a rare ability to keep complex organizations moving ... Terence builds alignment through constant, clear communication rather than authority, and people follow him because of it."
Frederik Bisbjerg
Managing Director & Co-Founder, Axxion
"
Terence is extremely knowledgeable and passionate about electrification, digital and e-commerce transformation. A solid supportive mentor with great vision and clarity. On several projects Terence acts not only as a leader, an essential team player but more of the cultural change that drives the momentum. He is my go to consultant, friend and mentor on anything related to automotive management, automotive transformation and new technology even on how global actions affect the industry. He has helped me numerous times navigate through challenging circumstances in my role as group VP and CEO for automotive groups in the GCC.
Riad Gohar
Automotive Group Executive, GCC