jeffrey hayzlett heads to the l.a.o show to talk with gm's vice president of global design to find out how his team is trying to alter the perception that cadillac is a luxury car or your grandparents. we have a preview later on "bottom line." join us at 9:30 for the entire episode of season we only on bloomberg. keep in mind, it was three years in the making. how much did all of the work set back taxpayers? how much did the tech surge cost? megan hughes looks for the full price tag of obamacare. the frightening answer is we don't really know how much it cost. we have new numbers but they are not particularly illuminating. hhs has confirmed it owes $630 million. it has spent $319 million through october. we also know that since october 1, they have wrought in dozens of computer engineers and programmers from google, oracle, red hat and that costs money. lawmakers have been trying to get to the bottom of the total cost. >> how much has the administration spent on the exchanges in total? >> sir -- >> how difficult is tha

jeffrey hayzlett joins us. he is also a strategy consultant for a number of fortune 500 companies. comments are not worth repeating. what do you make about the decision to suspend him? >> is it ratings week? they are entitled to do what ever they want. phil robertson is permitted to say what ever he wants to say. whenever you speak out and in the way in which he did, there could be consequences just like it was for the dixie chicks and other executives and other companies that might tweet things and that they should not. he has a fundamental right to believe. a&e needs to remember that they ended each show with a prayer. what were they expecting? i think they will continue to go forward. >> you think they should let him come back and do the show as is? >> everybody is entitled to their beliefs. the key if he is commercially viable. he is entitled to say whatever he wants. does it have the impact on his brand or viability? without question, it does. they do not believe in those kind of things, they should not tell met him come in the show with prayers or the other things like the me

. >> i'm jeffrey hayzlett. i'm on a journey inside the biggest brands in america.e been a cmo, ceo, and a boardroom cowboy. now i'm visiting the executives in charge of the most powerful companies in the world to see how they have tackle the challenges of the c-suite. i'm in the car capital of the world, detroit. it is the birthplace of the american automobile. it is one of the most iconic car companies, cadillac. a brand name that evokes memories of it is a bygone era the it is a bygone era of 1950s, 1960s. luxury. a status symbol for my father or grandfather. cadillac has a lot of baggage. they were a bankrupt company located in a bankruptcy. -- bankrupt city. cadillac means market share and expanding luxury category come a -- category, a category that has been dominated by european manufacturers. does this man have what it takes to get out of the parking lot? how long will it take cadillac to be a lead car once again? they are updating and even replaced -- new designs and new partners -- could that mean sales could grow? i do not know if they have what it takes,

>> i am jeffrey hayzlett, and i am on a journey inside the biggest brands in america. i have been a cmo, a ceo, and a boardroom cowboy. now i am visiting the executives in charge of the most powerful companies in the world to see how they tackle the challenges of the c-suite. i am in carlsbad, california, the center of some of the biggest scientific research in the world to visit life technologies, a biotech company providing products and services to customers doing scientific research and dna sequencing. these guys are selling picks and shovels in a genome gold rush. it also raises huge questions. ethical questions. they will be able to tell you if you are going to get cancer, or if your wife will have alzheimer's. can you even do something with this information -- or should you? could it be used in the wrong way? greg lucier, their ceo, led the buyout of a few companies along the way and he built it into a multibillion-dollar biotech house of brand. these kinds of numbers draw attention. they are being bought by an even bigger company, thermo fisher, for $13.6 billio

jeffrey hayzlett went to the auto show to talk with gm's vp of global design to find out how they aren that cadillac is a luxury car for your grandparents. >> we are here at the l.a. car show. this like the prom for you? >> i would not say prom. it's kind of like the traveling circus. i look around on the floor and this is not like my old man's cadillac. the catalog you find me looks like something i would buy after my second or third divorce. we have more cadillacs underdevelopment today than at any other time in the 110 year history of the brand. when i look at the brand, bankrupt company, bankrupt city. it does not reek of luxury brand anymore. what are the challenges? >> the challenges are many. we do not have time. the customer or the market is not going to wait for us to do the right thing. we need to move fast. >> there are certain gaps in our portfolio that we need to fill with the right products. >> is this one of the gaps right here? >> it is. i would love to see that in production. evolved. it's got more shape to it. it is a very different proportion. we will continue to mo

joining us now with more perspective is our contributing editor, jeffrey hayzlett.s also a strategy consultant for a number of fortune 500 companies. when the move here. >> across the board. we are starting to see them get down to just a couple of candidates. qualcomm,oft's -- was you're saying people going back and negotiating. he was mentioned, was he a real candidate? probably. he gets to stay in his own house. everything else. >> this is not a good time of year to recruit someone in seattle. san diego is looking really got. i wonder what this looks like. paul jacobs and the board at qualcomm said you will not go. we will do something to make that happen. >> that is what has been going on with all of the other candidates as well. at ford, they have had that conversation. they have had more time with him. what you'll see is that we are down to a horserace. >> would you say that microsoft is doing a poor job? should they have named somebody a while ago? >> is a big company and a big change. they're really deciding what business we want to be when we grow up. are we