UAW’s Likely Next President Faces Rebranding Challenges

Gary Jones, a United Auto Workers regional director, is expected to become the union’s next leader, and observers say it’s not a moment too soon given the beleaguered union’s need to rebrand itself.

The year 2017 has been a tough one for the union. It failed at some high-profile organizing campaigns, and a federal criminal investigation continues into theft of funds earmarked for a training center in Detroit. Jones might be the UAW’s best chance for restoring its reputation, those knowledgeable about both the union and public relations told Bloomberg Law.

“Change at the top is an absolutely necessary step” ...