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Transcript of General Motors
Analysis case study of GM adaptations to local needs.
Manufacturing Diversity within General Motors
Market adaptations in China.
Market Adaptations in North America
Rebranding Within Existing Markets
Future Manufacturing at GM
Market Adaptations in Europe
Large focus on smaller, family friendly vehicles
Infrastructure is less accommodating for larger vehicles
Development of smaller engines due to higher relative fuel costs
USA, Canada and Mexico
Large focus on larger vehicles
Unique product deployment (Onstar)
Less regard for petrol prices
Personal safety concern
Large focus on financing where the majority of cars are owned via leasing or loan agreements
General Motors will replace the Daewoo brand name with the Chevrolet nameplate as the automaker enters new markets in central and eastern Europe. Chevrolet eventually may replace Daewoo in western Europe, too. The change will be made first in Romania, Poland, Bulgaria, Ukraine and Turkey, starting at the end of this year.
1920 - First entered Chinese market
One out of ever six cars in China was a Buick
1994 - Shanghai Automotive Industry Joint Venture
1997 - Innovation Center (PATAC Joint Venture)
1999 - First car manufactured in China - Buick Century (similar to Buick Regal in the US)
2013 - Sales increase of 11.1% on demand for Buicks
Plans to introduce 17 new models
Opel is the brand GM sells many car designs under within Europe. These designs are now rebranded for markets in Northern America under the title Buick and, since the late 80's, as Vauxhall in the UK.
History (European Markets)
Entered the European market very early on under the Chevrolet brand in Denmark and Belgium in 1923 and 1925.
1986 a separate company GM Europe was established.
1989 gained 50% ownership of Saab and taking full ownership in 2000.
In 2003 the 84-year-old U.S. GMAC brand — short for General Motors Acceptance Corp. —replaced separate Opel, Vauxhall, Saab and Daewoo vehicle finance brands in Europe
In 2011 GM made losses of $18 billion.
Mini-trucks, Minivans and Mini-car
Marketing Diversity within General Motors
Joel Ewanick gives a pitch during the LA 2010 auto show.
European Chevrolet Advert
History of the Company
Asian Buick Advert
General Motors was founded by William “Billy” Durant on September 16, 1908.
In 1971, GM pioneered the use of engines that could run on low-lead or unleaded gasoline. Two years later, General Motors was the first to offer an air bag in a production car.
In 1982, GM marked its largest single production expansion outside of North America with the opening of the new complex in Zaragoza, Spain
In 2008, a major recession and global credit crisis drove car sales to near depression levels and dried up private sources of capital leading the company receiving massive loans from the US government.
More than 212,000 employees.
6 continents, 120 countries.
50 languages used within the company.
Spanning 23 timezones.
21,000 dealers selling the cars to customers.
Global revenue in 2012 of $152.3 billion and profits of $4.9 billion.
Three key markets with three different strategies - all with the same goal of trying to meet the needs of the consumer.
Different cultures with their own unique way of manufacturing.
As GM grew manufacturing methods were shared.