Hear the Rails Sing: GE’s New TV Ad Shines Light on Lifelong Passion

March 28, 2012

Stephen Gerbracht was in third grade when he climbed into the cab of his first GE locomotive. He got to ride one, the GE Dash 8 workhorse, a few years later. “I’ve been interested in locomotives since I was very young,” Gerbracht says. “I could see them being built. My father put in 40 years with the company.”

His love for locomotives stuck. Today Gerbracht is a 12-year GE Transportation veteran riding on the vanguard of his industry. His engineering team at GE Transportation’s plant in Erie, Pennsylvania, develops the latest designs for next generation locomotives. He also appears in the new GE Works television ad released this morning. “I’ve always been a railroad enthusiast,” Gerbracht says. “But now I’m able to work on locomotives during my day job, and do the things that my friends get excited about.”

Gerbracht took a direct path from the GE Dash 8 cab of his boyhood to his GE office. He studied engineering at Cornell and did an internship with GE in Erie. While at Cornell, he photographed trains and railroads and published Lake Shore News, a monthly column “covering the activities of railroading in Western Pennsylvania and all of Ohio,” including “special topics” such as a “tally of remaining interlocking towers,” and studies on “rare locomotives.” Like history, he says, railroads are a lens through which “you get to see countries grow up.” He followed old railroads to West Virginia, where operators still manually switched signals at crossings, a job done by computers today. “They were the last of their kind,” he says. “There was a man or a woman sitting in an office in the middle of nowhere and switched tracks and signals. I wanted to see the things that are changing. Those things are always enjoyable to me.”

The sense of changing history is also palpable at GE Transportation’s century-old Pennsylvania plants. The unit, which grew 45 percent last year to $4.9 billion in revenues, has been expanding factories, building new locomotives and adding jobs. Last year it said that it would invest over $400 million to open new plants and upgrade facilities in Pennsylvania and Texas and announced more than 2,400 U.S. jobs. This includes $140 million to upgrade the old Erie factory where Gerbracht’s father worked. The project includes investments in technology, new offices for hundreds of employees, and a new customer showcase center.

Soon Gerbracht will be able to take his small son to his dad’s plant. “He’s is already interested,” he says. “I think that’s the thing with locomotives and big heavy equipment. You catch the bug as a little kid and you carry it for the rest of your life.”


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  • Ronnie

    I must say it’s impressive to see – a 240 Ton locomotive moving from building to building and WOW – what a finished product.

  • Connie cooper

    Awesome!!!!

    Can you direct me to someone in charge of the new manufacturing plant in Justin Tx?

  • Dave Phelps

    I worked with – and have remained friends with after our retirements – Steve Gerbracht’s father. I remember when Steve was born!!! It’s been great to watch him follow in his Dad’s footsteps and make GE Transportation his career. Congratulations, Steve!

  • http://www.facebook.com/people/David-Johanson/1037075369 David Johanson

    Wow, have you seen GE’s
    new TV ads. What I like about the message is it shines the spotlight on its
    employees before the product is completely introduced. The just released, “Here
    the Rails Sings” features engineers who design and build freight locomotives.
    The Columbia River is used for the location of a BNSF, GE locomotive cruising
    through dramatic landscapes of the Columbia Gorge. By coincidence, five years
    ago I was shooting video of an event at the Maryhill Museum in Goldendale,
    Washington. The site is spectacular, located on a tall basalt cliff,
    overlooking the Columbia Gorge hundreds of feet below. As the sun began to
    slide below the Cascade Mountains, a freight train came into my video camera’s
    frame and was beautifully illuminated by the sunset. It struck me at that
    moment; you couldn’t find a more dramatic location to film a train scene.
    Fortunately for GE, they found and used this ideal location to feature their
    employees and locomotives in a well produced TV ad.

     

    From a technology
    standpoint, GE has steadily made improvements with fuel and power efficiencies
    for both their freight and passenger locomotives. GE Transportation Systems’ —Genesis
    series are stylish, all computerized passenger locomotives use by Amtrak. Now,
    even the utilitarian GE freight locomotives are looking more stylish with the
    PowerHaul Series, which features a more modern profile.